You are Not Your Customer

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<ol><li> 1. You Are NotYour Customer Mid-Atlantic Marketing Summit Baltimore, MD 9/29/16 Bob London, Chief Listening Officer </li><li> 2. 2 Paul: I brought you a picture of me, Bob London! </li><li> 3. 3 Paul: I brought you a picture of me, Bob London! An elegant, hand-carved frame made of the finest Brazilian teak! I even autographe d it! Featuring my patented casual-jacket- thrown-over- the-shoulder pose! Full color! </li><li> 4. Ummmmthanks But what would have been nice 4 </li><li> 5. Thats more like it! 5 </li><li> 6. 6 TOO MUCH MARKETING IS FORGETTABLE &amp; INEFFECTIVE BECAUSE MARKETERS HAVE THE WRONG PERSPECTIVE:THEIR OWN </li><li> 7. September 2012: T-Mobile Hires John Legere as CEO </li><li> 8. September 2012: T-Mobile Hires John Legere as CEO 4th place US wireless carrier Losing subscribers to AT&amp;T, Verizon Commoditized </li><li> 9. Its all about network coverage maps, right? </li><li> 10. 11 Legere found a visceral window into the publics angst. None of the technology mattered. There was this plethora of hatred for this industry and this never-ending list of things people wanted to change. </li><li> 11. 12 My head exploded, and I just went on a rant about the wireless industry and how I didnt get it. People hate contracts. Lets not have them! You cant, people said. Why? </li><li> 12. 13 People hate contracts. Lets not have them! You cant, people said. Why? ELEVATOR RANT </li><li> 13. 14 </li><li> 14. T-Mobile Share Price vs. Major Indices 15 </li><li> 15. First Quarter 2016: T-Mobile Lapped the Field T-Mobile 31% AT&amp;T 3% Sprint 3% Verizon 1% New Activation Customers, 1Q16 Source: Fortune Magazine, 4/19/2016 </li><li> 16. Most Marketers Get the Customers Perspective, Right? </li><li> 17. 18 McKinsey: How companies talk past their customers The themes that many companies consider important appear to have minimal influence on buyersperceptions. </li><li> 18. 19 McKinsey: How companies talk past their customers The themes that many companies consider important appear to have minimal influence on buyersperceptions. </li><li> 19. 20 McKinsey: How companies talk past their customers The themes that many companies consider important appear to have minimal influence on buyersperceptions. We can solve all your problems! Can you solve my specific problem better than anyone else? </li><li> 20. How do we fix the disconnect &amp; discover whats valuable from the customers perspective? We Can Try Asking Them </li><li> 21. Interviews with 600+ decision-makers to discover their Elevator Rants. </li><li> 22. Magic Questions to Discover the Customers Elevator Rant (Sample) What are your top 2 3 priorities for the board? What might you get fired for not doing? What do we do better than anyone else? What would you lose if we went out of business? What do other vendors do that annoy you? Does my industry have a reputationgood or bad? Whats your worst fear about investing in (product or service)? What would make you a customer for life? </li><li> 23. Magic Questions to Discover the Customers Elevator Rant (Sample) What are your top 2 3 priorities for the board? What might you get fired for not doing? What do we do better than anyone else? What would you lose if we went out of business? What do other vendors do that annoy you? Does my industry have a reputation good or bad? Whats your worst fear about investing in (product or service)? What would make you a customer for life? </li><li> 24. Magic Questions to Discover the Customers Elevator Rant (Sample) What are your top 2 3 priorities for the board? What might you get fired for not doing? What do we do better than anyone else? What would you lose if we went out of business? What do other vendors do that annoy you? Does my industry have a reputationgood or bad? Whats your worst fear about investing in (product or service)? What would make you a customer for life? </li><li> 25. 2Year Old Cloud Management Software Firm with $0 Sales 26 Our platform helps you gain visibility &amp; control over your public, private &amp; hybrid cloud environments. You can reduce costs &amp; run your cloud more efficiently. </li><li> 26. 2Year Old Cloud Management Software Firm with $0 Sales 27 Our platform helps you gain visibility &amp; control over your public, private &amp; hybrid cloud environments. You can reduce costs &amp; run your cloud more efficiently. Wow, youre trying to do an awful lot in one piece of software. Im not sure what problem it solves. No thanks. Is there one specific problem it solves really well? </li><li> 27. 2Year Old Cloud Management Software Firm with $0 Sales 28 Is there one specific problem it solves really well? One feature is like a programmable light switch that turns off your cloud when youre not using it. This reduces your monthly costs by 20 60%. Now thats cool. Can I just buy that &amp; not the whole platform? CUSTOMERS ELEVATOR RANT </li><li> 28. Pivot to Simple EnterpriseWeb App 29 </li><li> 29. Pivot to Simple EnterpriseWeb App 30 </li><li> 30. 2 YEARS WITH NO CUSTOMERS OR REVENUE Pivot to Simple EnterpriseWeb App 31 RAISED $1.65M IN VENTURE FUNDING </li><li> 31. NowWhat? Real conversations with real humans. Discover their Elevator Rant Learn how they buy. Learn the real language they use. Stay objective. Never get defensive! Youre a Marketer. Listen to the Market </li><li> 32. NowWhat? Then Transform Your Marketing Focus on features &amp; benefits that matter most from targets perspective. Emphasize the problem you solve best and prove it. Use the customers language in your marketing. Help their research: Provide more facts than narrative. </li><li> 33. 34 Fix Your Perspective Then Fix Your Marketing. ThankYou! </li></ol>