Podcast: Design is Marketing

March 13, 2024

EP 01 The importance of customer interviews and community creation with Amanda Forssberg

Amanda Forsberg, CMO of HomePal, shares her experiences and insights in this conversation. She discusses the convergence of B2B and B2C sales. Amanda highlights the significance of customer development and conducting user interviews to understand user needs. Finally, Amanda discusses how to transforms customers into raving fans by providing superior customer service and creating a sense of community.

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Chapters

00:00 Introduction and Background 02:03 Influence of Freelancing, CMO, and Sales Experience 03:21 B2B and B2C Sales Convergence 04:26 Importance of User Experience in B2B 05:49 Customer Development and Understanding User Needs 09:04 Using Jobs-to-be-Done Framework for Customer Interviews 12:59 Tactics and Experimentation in Marketing 15:11 Structured Approach to Testing and Iterating 21:34 Analyzing Experiment Results and Learnings 24:06 Cross-functional Collaboration and Accountability 27:01 Transforming Customers into Raving Fans 31:10 Creating a Sense of Community

User experience is crucial in both B2B and B2C sales, and companies should strive to provide a high level of user experience regardless of the target audience. Customer development and user interviews are essential for understanding user needs and creating products and services that meet those needs. Tactics and experimentation are key in marketing, and a structured approach to testing and iterating can help identify successful strategies. Collecting participants for customer interviews can be done through targeted outreach and framing the request as an opportunity for knowledge sharing. Cross-functional collaboration and accountability are important in small companies to ensure effective problem-solving and decision-making. Transforming customers into raving fans requires providing superior customer service, nurturing relationships, and creating a sense of community.

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EP 07 B2B Branding and AI in marketing with Alp Oztekin

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EP 05 Content Marketing and User Engagement with Elena Montoya

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