How many times have you read a company’s marketing and thought – they’re not talking to a customer; they’re talking to themselves.
This is especially prevalent in B2B. I’ve seen this on homepages, landing pages, print ads, in press releases, and on and on.
I started my career as a copywriter and then worked in sales enablement. So I – it is tempting to write for the person signing your check.
But where the revenue for that check really comes from is the customer. Always write for the customer.
As our latest guest put it in his podcast guest application – ‘Outside-in messaging is the important factor for success.’
To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Ralf Paschen, Chief Marketing Officer, xtype (https://www.xtype.io/).
The venture-backed startup just announced $10.8 million in growth funding. Paschen uses five to 10 artificial intelligence and automation tools to run his department.
Stories (with lessons) about what he made in marketing
Some lessons from Paschen that emerged in our discussion:
Related content discussed in this episode
Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).
Customer-First Marketing: Do you put your customers’ interests first? (https://sherpablog.marketingsherpa.com/customer-centric-marketing-2/customer-interests-first/)
Customer Experience: Take risks, fail early, and learn fast (podcast episode #32)
Data-Driven Marketing: 7 examples of using data as a force for the good
How I Made It In Marketing podcast, from MarketingSherpa
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