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Leading From Purpose: Connecting with Your Customers

Everyone’s got data. A lot of it. How do you take that data and turn it into something coveted like a connection with your customer? Try some of these on for size:


Product Managers: Why You Should Include Customer Success Milestones in Your User Flows – Medium
Connecting with your customer is all about perspective. One of the largest fails that many companies make is identifying their own success gaps vs. those of their actual customers. Understanding your customer’s success gaps is a partnership between product management and customer success teams working together to co-create a user flow. This adds to better product function and connection with your customer. Read the article

UX: Creating Proto-Personas – Medium
Many companies think they’re connecting with and talking to their customers but digital surveys, psychographic, and demographic data doesn’t tell you where your customer is stuck or what they think or feel. If your organization is still making assumptions about your customers and you have not yet invested the time to speak with them face-to-face about their roadblocks, try creating a proto-persona and then further check those assumptions against real data. Read the article

B2B Personas: Targeting Audiences – SalesForce
This persona study conducted by Sales Force, LinkedIn, and provides an incredible amount of data that will help you better understand B2B persona audiences and the trends within them. Definitely worth a read, and also remember that data is only an inference made about your customer until you speak with them 1:1. Make sure you’re bridging the gap between your purpose and then validate against a larger audience. Read the article

Why Your Organization is Getting Sales and Marketing Wrong – Mack Fogelson
The key to connection with customers, employees, and, well, people, is purpose. The successful integration and implementation of purpose, both inside and outside your organization, is directly related to your company’s ability to grow and compete in the digital age. Because your sales, marketing, and customer experience teams are the most outwardly facing humans in your organization, they need to understand how to apply purpose to their daily efforts. Read the article

Other good stuff
Come see Mack in Denver at Digital Summit on June 27-28. She’ll take the big stage with Evolve or Die: How Purpose and Authenticity are the Future of Brands.

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