Breaking Ground: How Procore Speaks the Language of Its Customers
How to get to know your customer and why speaking their language is key
We hear all the time that marketers at their core are storytellers. And there’s no better way to sell your product than to put a story behind it. But what if your product is not really a product? What if the product is simply just analytics? How do you brand that experience? Jim Sinai was presented with that very challenge when he helped launch Einstein, Salesforce’s A.I. for CRM, and he said there were two key things that stuck out about that experience.
“There’s two actually really important lessons for all the marketers out there,” Sinai said. “One, research is important, but having a gut and a conviction is also important,” Sinai said. “Marc had this instinct that it needed to have a persona and it needed to be identifiable and it needed to be something that people could look at and grab onto. The other was that you’ve got to pitch the story. You can’t tell the story when you’re trying to sell someone on something that it’s right or wrong, you can’t just tell them why, you’ve got to go into pitch mode as though you’re talking as you’re selling the story to the press.”
While selling the story is an integral part of every marketers’ job description, so too is understanding who your customers are and then making sure that the information that you are presenting to them is in a language that they understand. As the SVP of Marketing at Procore, a company that is making waves in the construction industry, Sinai knows this better than most.
“When you’re doing vertical SaaS, the expectation is to speak the language of the industry,” Sinai said. “My predecessor did a great job of really setting our brand up with the team to speak the language of construction. We hired construction people into the marketing group. We did events that were catered to them. We had a NASCAR sponsorship. We use a lot of humor in our marketing. We basically were really clear that we speak the language that you speak in first. We care about construction. We care about you.”
On a recent episode of Marketing Trends, Sinai dives into what is making Procore stand above its competitors: including how to best understand and relate to your customers, and why every marketing strategy needs to start by identifying your unfair advantage.
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