Why Knowing Your Customer Helps Create More Tailored Messages
Using a data-driven marketing approach to tailor marketing efforts
In 2021, every marketer is trying to crack the code of who their customers are. What makes them tick, and most importantly, what will make them need your product? But what happens when every one of your customers has a different use case for your product? There’s no one-size-fits-all approach for that situation, so how do you tailor your message to fit their individual needs?
“Getting to know customers is a really critical function for any marketer, and it’s something that I encourage across my entire team, regardless of role, you need to get to know the customer,” said Jeff Boehm is the CMO of Formlabs, a professional 3D printing company that is pushing the boundaries when it comes to what can be printed.
While knowing your audience is important in terms of closing sales and customer satisfaction, it’s equally as important for marketers to have a grasp on what their core products and services are who they are targeting their marketing strategies to.
“3D printing is not something that we can offer a free download of and It’s not a freemium model. We can’t do that with 3D printing,” Boehm said. “We used to rely a lot on in-person events — trade shows or our own events — as an opportunity for people to come see the printers. A year ago that all changed, and all of a sudden we weren’t going to in-person events. [My team] did an incredible job of pivoting quickly from those in-person events to Formlabs comes to you, which was a virtual environment…We tried all sorts of different things to figure out how we could reach our customers and our prospects most effectively, but most importantly, it kept a constant connection and a constant opportunity for us to keep talking to people and having people see and experience 3D printing.”
On a recent episode of Marketing Trends, Jeff explains how Formlabs is getting to know its customer base by implementing a data-driven marketing approach, and the importance of personalizing your marketing messaging to resonate with the customer.
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