Customer Research: How To Get Closer To Your Audience Faster Than Usual

In this episode of Create Like The Greats, Ross shares a question received from an acquaintance facing a career transition, moving from a familiar industry to a completely new one, necessitating a deep understanding of a novel customer base and industry dynamics. He outlines strategies and techniques employed at Foundation Marketing for effectively onboarding and driving results for clients through comprehensive customer and audience research.

Ross emphasizes the importance of becoming customer-obsessed, offering practical advice on connecting with customers directly through calls, studying competitors, attending industry events, exploring customer reviews, and leveraging resources like newsletters and sales calls. The goal is to rapidly understand and immerse oneself in the new industry, enabling effective storytelling and marketing strategies that resonate with the target audience. The episode serves as a guide for marketers looking to swiftly adapt and succeed in new roles or sectors by prioritizing customer understanding and engagement.

Detailed Breakdown:

1. Mastering a New Industry: Strategies and Techniques:
   1. Shares strategies used by Foundation Marketing for onboarding fast-growing SaaS companies and successful B2B brands.
   2. Emphasizes the importance of customer obsession and understanding customer needs.
2. The Power of Customer Obsession in Marketing:
   1. Highlights the significance of customer obsession in marketing.
   2. Stresses the need to understand customers’ needs, struggles, and preferences for effective marketing.
3. Unlocking Customer Insights: Practical Research Tactics:
   1. Recommends practical research tactics for understanding customers, such as conducting interviews and subscribing to industry newsletters.
   2. Advocates for attending relevant events, networking, and building connections in person.
4. The Essential Role of In-Person Connections and Review Analysis:
   1. Emphasizes the importance of in-person connections, networking, and building relationships in the industry.
   2. Advises analyzing customer reviews on platforms like TrustRadius, G2, and Capterra for valuable insights.
5. Leveraging Sales and Customer Success Insights:
   1. Recommends engaging with sales calls and customer success teams to gain insights into customer needs and concerns.
   2. Advocates for active participation in sales calls or listening to recordings to align marketing strategies with customer expectations.
6. Executing and Demonstrating Value Quickly:
   1. Encourages swift action and execution to demonstrate value quickly in new roles or industries.
   2. Urges individuals to become obsessed with understanding customers and share their insights with the entire team

Resources:

• Customer Research: How To Get Closer To Your Audience Faster Than Usual 

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