In the dynamic world of product marketing, it's easy to get caught up in the allure of features and innovation. However, one of the most impactful concepts, often overlooked, is the power of understanding and communicating the customer's voice. This is a central theme in a recent episode of the podcast The Marchitect, where host Rowan Noronha dives into this with Kevin ‘KD’ Dorsey, SVP of Sales and Marketing at Bench Consulting. Read on for KD’s 3 major challenges to help sales and marketing become more aligned (and therefore, succeed more).
1. Understand the Customer's Voice
This goes without saying, but if you don’t understand your customer, you won’t make a single sale. Analyzing recorded sales calls, conducting customer interviews, and closely examining customer feedback allows you to gain profound insights into what customers need and want. This approach allows marketing to tailor messaging to resonate on a deeper level with potential buyers. By crafting marketing and sales content that addresses customer pain points and aspirations in the same language they have shared with you, you can move beyond generic sales pitches and connect with buyers on a more personal level.
2. ‘Multithread’ Your Sales Process
KD introduces the concept of 'multithreading,' which involves engaging various decision-makers throughout the sales process. This approach recognizes the complexity of modern buying committees and the need for nuanced and targeted content. So what does that mean? Create content for each buyer persona and each type of decision-maker you’ll come into contact with.
Listen to the full episode for full examples of how marketing can support sales teams by creating customer cards, objection handling assets, and more. The goal is to make the buying process seamless, increasing sales conversions and fostering a better working relationship between sales and marketing.
3. Master Urgency and Conversion
In competitive markets, it's crucial to create urgency and improve conversion rates. It goes beyond the typical sales mantra of having a great product—you need solid marketing and communication skills to help find the prospects who genuinely want your product. KD emphasizes solutions over embellishments, recognizing that buyers are discerning and seek value propositions that address their specific needs.
Key Takeaways for Product Marketers and CMOs
- Understand and communicate the customer's voice: Listen to customer feedback, conduct customer interviews, and analyze sales calls to gain insights into customer needs and pain points.
- ‘Multithread’ your sales process: Have marketing and sales teams work together closely to create a cohesive customer experience. Develop multithreaded marketing materials that resonate with different personas within a buying committee.
- Master urgency and conversion: Create a sense of urgency and highlight the value proposition of your product. Actually ask the question, “Do you want this product?”
By embracing these takeaways and adopting a customer-centric approach, product marketers and CMOs can effectively position their products in the market, drive sales conversions, and foster long-lasting customer relationships. Want to hear the full episode? Check it out here.
