72. Better Marketing Through Product, Sales, and Customer Conversations w/ Shanee Ben-Zur

Now more than ever, having a focus on the customer experience matters. If we're not empathetic to what our customers are going through, we won’t just not make a sale, we’ll make an enemy. This timely reminder underscores the importance of customer data as an avenue for relating to the deep needs of the customer. 

You’ve heard of account-based marketing and selling… Account-based information ties into the customer experience just as closely.

In this episode, I interview Shanee Ben-Zur, Head of Marketing, Media, & Growth at Crunchbase, about using data to develop fuller pictures of your customers:

What we talked about:

- Shanee’s A/B test strategy and project team

- CX touches wants, needs, and desires - not just finances

- Organizing and interpreting customer interviews

- Deeply understanding who the customer is means recognizing their stress & problem solving from a desire to help

- If you can’t measure it, should you be doing it?

- Where sales meets marketing meets product

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