“We are creative people who are data-driven and data-led. We are trying to create inspiration and evoke feelings and emotions and drive engagement. But we also have rigorous methodology and processes that are required for us to be able to engage. And so there's always this push and pull between the creative side of us and the emotional side of us and the technical and data-driven side of us.
I always remind folks, you want to build a lifelong customer lean on that emotional side, right? Really, when you think about your customer, lean on that emotional side. Targeting and segmentation, all these things are tactics we use but if you think of your customer as a target or a segment, you're not really thinking about them.
You're thinking about yourself. Route all of your work in that individual, in that persona, in the things that matter to them.”
- Peter Guagenti, Chief Marketing Officer, Cockroach Labs
//
To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
https://www.linkedin.com/company/thelifelongcustomerpodcast/
Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond
#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing