48. Treating Security Practitioners Like China Dolls → Effective Customer Engagement

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:

The challenges in accessing customer insights for marketing, strategies for effective sales discovery, and the importance of collaboration between sales and marketing teams. They highlight the need for a strategic approach in customer engagement and internal collaboration to ensure the creation of effective marketing content and efficient sales processes.

Key Takeaways:

1. Accessing Customer Insights: A major challenge for marketers is gaining access to customers post-sale to gather insights. This is crucial for creating relevant and resonant content. Sales teams sometimes hesitate to facilitate this access, fearing overburdening the customer.
2. Effective Sales Discovery: For sales professionals, effective discovery is key. This involves understanding customer needs and aligning them with product offerings. Marketers can assist by providing sales teams with the right questions to extract valuable insights during the discovery process.
3. Collaboration Between Sales and Marketing: The importance of collaboration and open communication between sales and marketing cannot be overstated. Sales teams need to understand the value of marketing’s role in creating content that resonates with customers and drives demand.
4. Realistic Expectations with Customers: Setting realistic expectations with customers, especially those who aren’t advocates, is essential. It's about understanding the customer's willingness to engage in post-sales activities like case studies or feedback sessions.
5. Handling Rejections for Customer Access: When faced with rejection from sales teams to access customers, it’s important to communicate the necessity of customer insights for content creation and to explore alternative ways to gather this information, such as attending industry events.
6. Horror Experiences with Vendor Requests: Excessive requests from vendors can be overwhelming for customers. A balance needs to be struck in how often and for what purposes customers are approached post-sale.

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