ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "Ep 33 - Lessons Learned From Talking To Prospects"
Episode Synopsis
I'm finally doing more of what many marketers say you need to do.
Getting to know prospects by actually talking to them.
Here are 5 big level things I learned:
1. We make plenty of assumptions we make about our audience that probably aren't true. In my case, I may have over estimated the amount of content that our ICP consumes related to their job... Which presents greater challenges as we build that content out.
2. People are willing to help, especially when there's no sales pitch involved. Even though the person I talked to doesn't use CloudApp, I made it clear I was not there to make any sort of pitch about our product. I was genuinely only interested in understanding their professional life better. Doing that helped, hopefully, break down some barriers so I could get the truth of how these professionals actually work.
3. Our efforts to "personalize" might show how out of touch we are with the market. What do I mean? I'm spending time learning more about customer success teams, and one of my bad assumptions (see point 1), was that most success teams would be rolled up in with support. But the org chart and responsibilities can vary SO much from company to company, that if I write content like that when the success team is actually rolled up under the sales org... my positioning could be way off, and my personalization would show that.
4. People really do spend time doing things that they think are valuable, and if there isn't enough value, they aren't going to do it. (see point 2)
5. The dynamics of my first point actually go even further than I thought... so in the case of customer success, many professionals are using that as a stepping stool to get to another organization at the business, like sales, marketing, product... whatever. So they actually might not even have a full interest in the type of work they're doing because they're focused on a different path.
Fun challenges to discover, think through, and figure out the answers for.
So take the time to talk to prospects and customers.
#marketing
Getting to know prospects by actually talking to them.
Here are 5 big level things I learned:
1. We make plenty of assumptions we make about our audience that probably aren't true. In my case, I may have over estimated the amount of content that our ICP consumes related to their job... Which presents greater challenges as we build that content out.
2. People are willing to help, especially when there's no sales pitch involved. Even though the person I talked to doesn't use CloudApp, I made it clear I was not there to make any sort of pitch about our product. I was genuinely only interested in understanding their professional life better. Doing that helped, hopefully, break down some barriers so I could get the truth of how these professionals actually work.
3. Our efforts to "personalize" might show how out of touch we are with the market. What do I mean? I'm spending time learning more about customer success teams, and one of my bad assumptions (see point 1), was that most success teams would be rolled up in with support. But the org chart and responsibilities can vary SO much from company to company, that if I write content like that when the success team is actually rolled up under the sales org... my positioning could be way off, and my personalization would show that.
4. People really do spend time doing things that they think are valuable, and if there isn't enough value, they aren't going to do it. (see point 2)
5. The dynamics of my first point actually go even further than I thought... so in the case of customer success, many professionals are using that as a stepping stool to get to another organization at the business, like sales, marketing, product... whatever. So they actually might not even have a full interest in the type of work they're doing because they're focused on a different path.
Fun challenges to discover, think through, and figure out the answers for.
So take the time to talk to prospects and customers.
#marketing
More episodes of the podcast Marketing To Win
Ep 62 - The Framework to Building Frameworks
22/10/2021
Ep 59 - 3 Tiers of Content
18/10/2021
Ep 58 - A Subject Matter Expert Is Best
08/10/2021
In God we trust