Customer Insight Strategies

Beschreibung

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.
In a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. This book shows precisely how customer insights can be used to build a marketing mission with purpose. 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 straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size. Customer Insight Strategies 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 and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.
Presents an array of easy-to-implement techniques and strategies, showing how to use customer insights to create effective marketing and business practices
Shows how to use customer insights to create a mission statement and value proposition, achieve lead generation, improve thought leadership and content marketing, focus social selling/social media, incorporate customer analytics, identify and market to personas, and apply and create customer segments
Contains global case studies including Cisco, Conduent, NTT, Refinitiv (part of Thomson Reuters), The Co-op, Peak Re, ServiceNow and University of Essex and interviews with key business leaders on how they have used customer insight to drive growth in their own companies
Teaches skills and strategies that can be scaled to suit any budget or organizational size

Autor*in

Christine Bailey
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.

Themen in »Customer Insight Strategies«

Purpose-driven marketing Lead generation Customer segmentation Marketing personas Consumer behaviour Customer analytics Social selling

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"Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy."
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"This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points."
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"Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who "sell" them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book."
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"Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth!"
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"The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject."
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"The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of."
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"The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights."
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"Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers."
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"The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things."
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