What is more important: the product or the customer? It's impossible to say with certainty which approach is better. Microsoft is doing well despite its product-centric focus, whereas IBM, which relies on customer experience (CX), is not far behind. If you don't want to part with potential customers prematurely, the customer-centric approach is the way to go.
Becoming a customer-centric organization is not easy. Personas are collective images of your customers backed up by research. They let you hide any number of people behind a fictitious person and target as many personas as you consider reasonable. Building a persona is an intricate process that requires time and effort, but it pays off with a lot of insights.
Personas help you enter the market with confidence, create and redesign products or services, segment customers, visualize data, find flaws and opportunities in customer experience, use customers' vocabulary, and promote and sell more. Knowing the pains and goals of personas, you can soothe their pain points with your product or service for improved customer experience.
Switching From Product-Centricity to Customer-Centricity With Personas
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Explore these insights on why marketers, especially those in tech, should rethink their automation strategies. Understand the cultural shifts needed to enhance ROI and customer relationships. Dive into the full discussion.
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Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.
The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.
The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...