72. Better Marketing Through Product, Sales, and Customer Conversations w/ Shanee Ben-Zur
Now more than ever, having a focus on the customer experience matters. If we're not empathetic to what our customers are going through, we won’t just not make a sale, we’ll make an enemy. This timely reminder underscores the importance of customer data as an avenue for relating to the deep needs of the customer.
You’ve heard of account-based marketing and selling… Account-based information ties into the customer experience just as closely.
In this episode, I interview Shanee Ben-Zur, Head of Marketing, Media, & Growth at Crunchbase, about using data to develop fuller pictures of your customers:
What we talked about:
- Shanee’s A/B test strategy and project team
- CX touches wants, needs, and desires - not just finances
- Organizing and interpreting customer interviews
- Deeply understanding who the customer is means recognizing their stress & problem solving from a desire to help
- If you can’t measure it, should you be doing it?
- Where sales meets marketing meets product
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