Discover your Customers' Elevator Rant -for Marketing Execs

@londoninkBob London President & Founder London, Ink

Discovering Your Customers’

“Elevator Rant”

Listening > Insights > Growth

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Elizabeth, I brought you a small token of my

appreciation.

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An elegant, hand-carved frame made of the finest and rarest Brazilian teak!

I even autographed it!

Featuring my patented “casual-jacket-thrown-over-the-shoulder” pose!

Full color!

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That’s more like it!

Speakerbox

Intergalactic HQ

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Too Many Companies Have the Wrong Perspective:Their Own

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“How B2B companies talk past their customers”

“The themes that many B2B companies consider important for brand imaging appear to have minimal influence on buyers’ perceptions of brand strength.”

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“How B2B companies talk past their customers”

The Disconnect Between Marketers & Buyers

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“How B2B companies talk past their customers”

The Disconnect Between Marketers & Buyers

Uh oh.

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What’s Important from the Customers’ Perspective

Everything Great that’s Ever Happened In

Business Starts with Knowing

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THIS IS AN ELEVATOR RANT

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Case Study: Commoditized IT Services FirmWe are great

at technology! Yes.

You’d better

be.

Zzzzz…(yawn)…

#platitudesWe deliver

great service.It’s about

our people!

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Case Study: Commoditized IT Services Firm

The problem is, I’m a CFO, not a techie.

So how do I not get

blindsided by the next big tech wave—and decide whether we

should invest—or not?

Hmmm…would it be helpful if we educated you every 6 months on major tech trends

and whether you should invest?

Absolutely. We’re talking “customer for

life.”

ELEVATOR RANT

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Case Study: Commoditized IT Services FirmWe are great

at technology! Yes.

You’d better

be.

Zzzzz…(yawn)…

#platitudes

The problem is, I’m a CFO, not a techie.

So how do I not get

blindsided by the next big tech wave—and decide whether we

should invest—or not?

We deliver great

service.It’s about

our people!Hmmm…would it be

helpful if we educated you every 6 months on major tech trends

and whether you should invest?

Absolutely. We’re talking “customer for

life.”

CAN THE PATIENT BE

SAVED?

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What’s Important from the Customers’ Perspective

HOW DO WE KNOW

?

TRY ASKING THE CUSTOMER

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Fresh perspectives & insights…

To differentiate & grow your business…

Are in your customers’ & prospects’ heads.

You just have to ask.

Discover Your Customers’ Elevator Rant™

@londonink

Fresh perspectives & insights…

To differentiate & grow your business…

Are in your customers’ & prospects’ heads.

You just have to ask.

Discover Your Customers’ Elevator Rant™

A HUGE OPPORTUNITY FOR MARKETERS

CX Messaging

Positioning

& Value Prop

Channels

Marketing Org

StructureProduct / Service

Go-to-Market

Strategy

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Discovering the Elevator Rant:A Series of One-on-One

Discussions Mix of clients and prospects. 15 – 20 interviews. 30 - 45 minutes each. “Agenda-less” (No selling!) Genuine curiosity. Insightful questions. Don’t be defensive.

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Sample Questions1. THEIR BUSINESS What are your

top 3 business priorities this year?

What are your team’s top 3 initiatives?

2. YOUR INDUSTRY / PEERS Does my

industry have a reputation?

Is there something vendors do that annoys you?

What do you wish you got from our industry?

3. YOUR COMPANY/PRODUCT What do we

do better than anyone else?

What’s the real value of what we do?

What would make you a customer for life?

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At Least 8 Great Things Happen When You Listen to Your

Customers1. Insights

2. New Use Cases

3. Upsell/Cross-Sell

4. Referrals

5. Testimonials

6. Problems

7. Stay Top of Mind

8. Goodwill

CX Messaging

Positioning

& Value Prop

Channels

Marketing Org

Structure

Product / Service

Go-to-Market

Strategy

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Other Great Ways to Learn Your Customers’ Perspective

Follow them around for a day or two.

Watch them use your product or service.

Concierge demo Quantitative surveys*

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YOUR TURNShare an Example of How Your

Company Listened to Customers and Leveraged the Insights

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Thanks!Bob London

bob@londonink.com 240-994-7644www.londonink.com @londonink