Blame it on Marketing ™ Stop Guessing: Customer-Powered Marketing | E86 with Helen Saxton
May 15, 2025
Helen Saxton, a seasoned customer-experience advocate, joins to discuss why marketers often miss the mark by ignoring direct customer input. She emphasizes the need to balance quantitative data with qualitative feedback, urging brand managers to engage with customers actively. The conversation highlights how customer service teams can be a goldmine for insights, promoting collaboration to enhance branding and marketing strategies. Saxton encourages marketers to cultivate genuine relationships with customers to drive successful and meaningful campaigns.
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Helen's Early Marketing Confession
- Helen Saxton repositioned the Rolls-Royce brand without ever talking directly to customers.
- She only later transitioned to customer experience, realizing the critical importance of customer interaction in marketing.
Listen Before You Market
- Marketing should be about listening to customers, not just talking to them.
- If customers aren't asking for something, spending resources on it is often a waste.
Test Campaigns Early
- Always test marketing campaigns with customers before full launch to avoid costly mistakes.
- Use easy-to-access tools for quick feedback rather than expensive, lengthy focus groups.