Customer research

This research involves talking to customers directly, conducting surveys, putting together focus groups, and more. Each type of data collection relies on you asking the right questions to get the information you need to know....

Accurately marketing to your customers means knowing them from the inside and out, knowing their needs, pain points, and interests, and turning that into actionable steps to take your customer marketing to the next level....

Your persona work is only as good as their uptake. You can spend months on end thoroughly researching your market, and fine-tuning your persona document, but if product marketing’s the only department that ends up using those persona documents, all your hard work’s barely scratching the surface....

Knowing the skills that can help elevate you in a specific position is invaluable information. So, we went directly to the source and asked our customer marketer participants, “What are the most important skill(s) that have helped you succeed in your role?”....

Consumer psychology is understanding why we buy and consume. This includes choices we make, how we make them, what influences us, whether we purchase something or not, how social dynamics play a role, and much more....

Personas have the power to make or break your customer marketing efforts. It affects everything from how you reach out, types of feedback gathering, and which products to focus on for cross-selling and upselling....

For the entirety of my career, I’ve told stories. Personal profiles, crime reports, pop culture features, obituaries and case studies are some of the formats I used to paint pictures with words. And over the years, I learned valuable lessons....

Getting buy-ins can be a challenge since companies still prioritize acquiring new customers rather than nurturing existing ones. So here’s a quick look into how to secure stakeholder buy-ins from our Customer Advisory Board Certified Masters....

Wouldn’t it be awesome if we could line our customers up, throw on a pair of magic goggles and read all of their minds? We might not have magic but we do have a consumer psychology Masters Certification....

Unsure how to get business buy-in from key stakeholders? It’s all here. Dunno how to source ideal CABs members? It’s all here. Struggling to prepare an awesome agenda? Yep, you got it - it’s all here. Plus so much more!...

Any customer marketer worth their salt knows that paying attention to customer feedback is key to success. But how can we make leading with the customer a cross-departmental mission?...

B2B and B2C businesses will work quite differently when it comes to customers and marketing to those customers. The different customer segmentation types will be more varied due to whether or not they’re interacting with an individual customer or a multi-level organization....

Knowing your personas and continuously researching, interviewing, and validating your personas is essential to developing meaningful and relevant multi-channel content....

Customer expansion begins with your existing customers. Specifically, in promoting or marketing your other products to your customers to support the ways they are already using the existing products....

A/B tests are a simple but effective tool to help refine your messaging and positioning, and they’re a great way to define your target audience....