Eric Siu explains how to build marketing strategy from customer insights. Interview CMOs and engage your community to gather data, then use a large sample to form a unique point of view. Most B2B marketing measurement is outdated.
The number one step, and I think one of the most overlooked steps, is market and customer insights. So I spend a ton of time interviewing CMOs, talking to people, engaging in communities, figuring out what are the things people are struggling with? What are a lot of things that people know are busted but are not in a position to talk about? Right. So when you go out and you hear 50 CMOs all say, we're struggling with this and we're trying to solve it through this, but it's not working. I have a different view of the market than an individual person because I have such a large sample size. So I get all these insights. From there, figure out what am I trying to communicate? What are like my unique points of view? Some of the unique points of view, how companies think about marketing generally, B2B companies, or how they measure marketing is outdated and flawed and helps prevent their marketers from doing things that are innovative. And then how do I set up the environment to actually create content to communicate that point of view?
