Why You Can Never Spend Too Much Time with Your Customers

Pipeline Visionaries

This episode features an interview with Alison Lindland, CMO at Movable Ink, a SaaS MarTech platform that empowers marketers with scalable, omni-channel personalization through data activation and AI decisioning.

In this episode, Alison discusses the importance of a customer advisory board and of personally spending time with your customers. She also talks about the flywheel they have built through their unique strategy team and how they incorporate customer insights back into their content.

Key Takeaways:

• It is worth investing in a customer advisory board and building a community there. The insights and feedback that you gain can be fed back into the company to improve the product and create authentic marketing.
• Movable Ink has built a unique strategy team, made up of former clients that interact closely with their senior clients and bring back insights to their teams. This team has become one of the most sought after resources in the company.
• Having the outbound function sit under the CMO bring them closer to other marketing functions and creates alignment.

Quote:

•  ”I think you really can never spend too much time with your customers. So making sure that you are out there personally talking to your clients. I'd say is really just the number one piece and, I onboard every new member to our cab and it's a considerable investment of time, but it's my absolute favorite thing to do. And in every single conversation that I have, there's always some light bulb moment opportunity that comes out of it. Some piece of feedback that goes back to the account team. Some personal connection we didn't know we had. It's just always something great or an opportunity for them to speak at Think Summit, just something terrific comes from it. So I'd say making sure that you're investing in building those relationships and just laying those tracks.”

Episode Timestamps:

*(09:16) The Trust Tree: ABM playbook as a team sport

*(16: 53) The Playbook: THe value of a customer advisory board

*(29:27) The Dust Up: Turning disappointment into a big opportunity

*(32:14) Quick Hits: Alison’s Quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Alison on LinkedIn
• Learn more about Movable Ink
• Learn more about Caspian Studios