From start up to £10 billion; building the ultimate challenger brand - Rebecca Dibb-Simkin
Uncensored CMO
00:00
The Importance of Being Close to Your Customer
My theory on this is the closer you are to your actual customer the less you need the theory because it's when I've met people that have been really really into here's my persona meet James she does yoga sort of thing. You just have to be there with them so for example when we send a new email campaign we will send say 2,000 emails initially and all the responses come back into the marketing inbox. We'll do that over and over again until we know we can start sending 100,000 200,000 because we've optimized that copy. If I want to test something I talk to customers at octopus if I want totest something I talks to customers they don't
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