72. Better Marketing Through Product, Sales, and Customer Conversations w/ Shanee Ben-Zur

Now more than ever, having a focus on the customer experience matters. If we're not empathetic to what our customers are going through, we won’t just not make a sale, we’ll make an enemy. This timely reminder underscores the importance of customer data as an avenue for relating to the deep needs of the customer.    You’ve heard of account-based marketing and selling… Account-based information ties into the customer experience just as closely.   In this episode, I interview Shanee Ben-Zur, Head of Marketing, Media, & Growth at Crunchbase, about using data to develop fuller pictures of your customers:   What we talked about: - Shanee’s A/B test strategy and project team - CX touches wants, needs, and desires - not just finances - Organizing and interpreting customer interviews - Deeply understanding who the customer is means recognizing their stress & problem solving from a desire to help - If you can’t measure it, should you be doing it? - Where sales meets marketing meets product Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.