Christine Bailey

Customer Insight Strategies (eBook, ePUB)

How to Understand Your Audience and Create Remarkable Marketing

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 248
• Erscheinungstermin: 3. November 2020
• Englisch
• ISBN-13: 9781789662511
• Artikelnr.: 60436279

Autorenporträt

Dr Christine Bailey is CMO and Managing Director, SMB UK and Ireland, for Valitor, an international payment solutions company. Based in Surrey, UK, she has extensive experience in B2B marketing in technology/payments, including leading European marketing functions for Hewlett-Packard and Cisco Systems, as well as smaller companies. A respected thought-leader and motivational speaker with two TEDx Talks, she has been voted #1 Woman in Tech by B2B Marketing and #3 female influencer in UK B2B Marketing by Onalytica. She has a doctorate (DBA) in customer insight from Cranfield School of Management and serves on several advisory boards.

Inhaltsangabe

Chapter
01: An introduction to customer insights; Chapter
02: Why customer insights matter and how you generate them; Chapter
03: Creating a mission statement with purpose and a value proposition that matters to customers; Chapter
04: Using insights to support a brand strategy; Chapter
05: Using insights to create and apply customer segments and personas; Chapter
06: Using insights for thought leadership and content marketing; Chapter
07: Using insights for customer acquisition; Chapter
08: Using insights to develop and retain customers; Chapter
09: More insightful social media; Chapter
10: Technology to help; Chapter
11: Implications for practitioners