Episode 144: Gaining Valuable Customer Insight Through Field-Focused Marketing with Steve Garrison of Stellar Cyber
Steve Garrison, VP of Marketing at Stellar Cyber, shares the exponential value that customer insight brings to marketing. Garrison is a proponent of field-focused marketing as a strategy. This calls for tailoring your product messaging after your customers’ needs.
Garrison promotes working very closely with the sales teams to gain an upper hand. Being able to witness and understand the customer profile, their apprehensions about the product, and what their business problems are, helps create the ideal messaging. Garrison also thinks it’s imperative to connect with existing customers to know what they love about the product. This message can be amplified towards future customers that match the same profile.
Garrison also shares that marketing in the B2B SaaS space is wildly different from traditional marketing methods. He believes in delivering value by providing future customers with a platform to learn. Holding events where you provide value ensures you filter the right customers who have the business problem your product can solve. It’s also important to gain the prospect’s trust, so he also believes in hosting fun activities that encourage socializing.
Marketing involves the delivery of vast swathes of information. Garrison believes in the value of telling the right story. Simplifying your message will ensure prospects absorb it. They’ll learn the details during that sales call or by accessing your product’s resources.
Business leaders looking to improve their marketing and the message they deliver to prospective clients will love this discussion. With marketing tied in to revenue, it’s essential to get your heads wrapped around this important aspect of your startup.
Website - https://stellarcyber.ai/
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