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In a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. Customer Insight Strategies outlines the critical role of customer insight, and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straight-forward, jargon-free manner, and can be applied to a huge range of marketing challenges regardless of time, budget or organizational size.
Customer Insight Strategies shows precisely how customer insights can be used to build a mission with purpose. It discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas, lead generation and more, it also contains interviews with leading business professionals sharing how they have used customer insights to grow profits. Written by a highly respected thought leader and industry influencer, Customer Experience Strategies will help any professional to create truly powerful marketing.
List of contents
Chapter - 01: An introduction to customer insights; Chapter - 02: Why customer insights matter and how you generate them; Chapter - 03: Creating a mission statement with purpose and a value proposition that matters to customers; Chapter - 04: Using insights to support a brand strategy; Chapter - 05: Using insights to create and apply customer segments and personas; Chapter - 06: Using insights for thought leadership and content marketing; Chapter - 07: Using insights for customer acquisition; Chapter - 08: Using insights to develop and retain customers; Chapter - 09: More insightful social media; Chapter - 10: Technology to help; Chapter - 11: Implications for practitioners
About the author
Dr. Christine Bailey is the founder of Sophia Marketing Ltd, which delivers practical wisdom and insights-based marketing services to the technology and FinTech sectors. Based in Surrey, UK, she has spent her career in various B2B marketing roles, including leading European marketing functions for Hewlett-Packard and Cisco Systems, as well as for pre-IPO companies. Most recently she was Managing Director, SMB UK and Ireland, as well as Chief Marketing Officer for Valitor, a European payment solutions company. A respected thought-leader and motivational speaker with two TEDx Talks, she has been voted #1 Woman in Tech by B2B Marketing and named one of 150 women B2B thought leaders to follow in 2021 by Thinkers 360. She has a doctorate (DBA) in customer insight from Cranfield School of Management and serves on several advisory boards.
Summary
Harness the extraordinary power of customer insights with this collection of adaptable, scalable strategies, which will allow any marketer to outshine the competition with effective, memorable marketing.
Foreword
Teaches skills and strategies that can be scaled to suit any budget or organizational size
