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Bob is the President and CEO of the Rewired Group, a pioneer of Jobs to Be Done, the author of the Jobs to be Done Handbook and his latest work Demand Side Sales. On this week's episode of Customer Conversations, Stuart and Bob cover
Defining and applying the demand side
Where to start with identifying the “struggling moment”
The limitations of correlation in assessing customer behavior
An atomistic approach to the customers buying timeline
Trading off money, time and knowledge
What causes the transition from passive to active looking
Resources:
Demand Side Sales, by Bob Moesta - https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress-ebook/dp/B08FRRF68Q
The Jobs-To-Be-Done Handbook, by Bob Moesta - https://www.amazon.com/Jobs-be-Done-Handbook-techniques-application/dp/1499339232
Shape Up, by Ryan Singer - https://basecamp.com/shapeup
Jobs-To-Be-Done Radio - http://jobstobedone.org/topics/radio/
The Disruptive Voice Podcast - https://www.hbs.edu/forum-for-growth-and-innovation/podcasts/disruptive-voice/Pages/default.aspx
Connecting with Bob:
Connect with Bob on Youtube - https://www.youtube.com/user/bmoesta/videos
Connect with Bob on LinkedIn - https://www.linkedin.com/in/bobmoesta/
Michael Callahan is Vice President of eCommerce and Transformation for Maytex and Zenith Home Corp. Michael started his career in large CPG companies and has worked on national brands like Mr. Coffee, CrockPot and T-fall. Over the past 15 years, Michael has been transforming organizations to think Consumer and Digital First. He believes that the key to running any successful eCommerce business is full organizational integration… The words he lives by are “Work Hard, Stay Humble”. On this weeks Customer Conversations, Sean and Michael cover
What it means to build a digital strategy
Managing necessary organizational change
Interchange from digital to brick and mortar
Ensuring complementary online and offline strategies
What can be done to reduce "friction" for the consumer
Determining whether or not to offer DTC
Resources:
Digital Commerce 360 - https://www.digitalcommerce360.com/product/b2b-ecommerce-market-report/?utm_source=GA&utm_medium=CPC&utm_campaign=2020B2BECMarket&gclid=CjwKCAjw4rf6BRAvEiwAn2Q76jrjpcDb0pI8rREID_ok2doy1vfIW0gsHZ_2Z4FyeFFShhaoxCs3eBoCC-gQAvD_BwE
Digital Shelf Institute - https://www.salsify.com/digitalshelfinstitute
The Digital Transformation Playbook - https://www.goodreads.com/book/show/27797899-digital-transformation-playbook
The Retail Ecommerce Playbook - https://www.forrester.com/playbook/The+Retail+eCommerce+Playbook+For+2020/-/E-PLA440
Connecting with Michael
Connect with Michael On LinkedIn - https://www.linkedin.com/in/michael-g-callahan-b3331516/
Connect with Michael Over Email at michaelc@maytex.com
Jeff Ignacio is the Head of Revenue and Growth Operations at UpKeep, managing the Go To Market Systems and Enablement teams. Prior to working at UpKeep Jeff spanned a variety of roles at both large tech firms such as Accenture, Intel, Google, and high growth ventures such as Vizier (viz-ier) and PatientPop. In this episode of the Customer Conversations podcast, Sean and Jeff cover
The difference between product fit vs. go to market fit
Expanding from early adopters and engaging the early majority
Monitoring a customers risk profile
Defining and managing a post-sales cycle
Resources:
Product Lifecycle - https://www.amazon.com/Diffusion-Innovations-5th-Everett-Rogers/dp/0743222091
Crossing The Chasm - https://www.goodreads.com/book/show/61329.Crossing_the_Chasm
Sales Enablement Podcast - https://www.ringdna.com/sales-enablement-podcast-with-andy-paul
Connecting with Jeff:
Connect with Jeff on LinkedIn - https://www.linkedin.com/in/jeffbethechange/
Ryan currently leads product at Basecamp, is the author of Shape Up and the host of the Synthetic a Priori podcast. Here are a few of the topics we’ll talk about on this episode of Customer Conversations:
The role and goals of customer research in the shaping process
The workflow breakdown of the ‘jobs to be done’ framework
Using research in your pitch
The main goal of prototyping your product
Connect with Ryan
Follow Ryan on Twitter
Lucas currently leads product marketing and strategic partnerships at Gorgias and has previously founded successful companies including Venngage and Treats Happen. Here are a few of the topics we’ll discuss on this episode of Customer Conversations:
Actionable steps towards improving your customer support
Generating profit from customer support
Reducing friction to purchase
Why you should always have an offer or promo for customers
Connect with Lucas
Gorgias.com
Text him at 416.388.4470
Ben is the CEO and co-founder of Tuple (the best pair programming app for remote teams). He is also the host of one of my favorite podcasts the Art of Product, a former Thoughtbotter and the creator of several educational products for Rails developers. Here are only a few of the topics we’ll discuss on this episode of Customer Conversations.
An update on progress at Tuple
Keeping your finger on the pulse of your customers needs
Building a product for developers and the importance of understanding your audience
Soliciting feedback from customers from different channels
Connecting with Ben
Tuple’s website
Follow Ben on Twitter
The Art of Product Podcast
Nikki Elbaz is a persuasive copywriter and email specialist at CopyHackers who’s written revenue generating content for brands including Shopify Plus, Doodle and Resident Home. She’s an expert in using research to understand why customers buy (and writing emails that make them do just that) and has shared her research knowledge for Product Led Institute, Bossitude Academy and CXL. Here are just a few of the topics we’ll discuss on this episode of Customer Conversations.
How to be a persuasive copywriter
What it means to be data driven in copy
How to get Voice of the Customer (VoC) data
Getting emotional data from customers
How to know if you VoC data is representative of your customer base
Different strategies to leverage to get customers to speak with you
Resources
Paper form
Google sheets
Connecting with Nikki
NikkiElbaz.com
Lorin is the Founder of the Customer Intelligence Institute. She has worked with dozens of high-growth companies including best-in-class startups, emerging market leaders, and unicorn companies to contribute to successful exits and record quarters. Here are only a few of the topics we’ll discuss in this episode of Customer Conversations with Lorin.
Early warning signs for companies that may have a positioning problem
The first step towards repositioning around your customer
Finding the customers, getting the conversation started and what to ask them
Making sure you’re actually getting valuable data from your customer conversations
Resources
Customer Intelligence Institute
Connecting with Lorin
Connect with Lorin on LinkedIn
Lomit is the VP of Growth at IMVU. He is also the best selling author of the Lean Startup series book, Lean AI as well as a public speaker and startup advisor. Lomit has a ton of experience getting companies to and through the rocketship growth phase. Here are just a few of the topics we discussed in this episode:
Monetization strategies for your high growth startup
Extracting value out of customer data to help you grow the business
Identifying the right users to grow LTV (lifetime value)
How to properly use automation to grow faster
Thinking about product growth in terms of use cases
The inspiration behind his hit book, Lean AI
Resources
Lean AI by Lomit Patel
Marketing automation tech - Nectar9
Lomit’s website & blog
Connecting with Lomit
Connect with Lomit on LinkedIn
Jessica is the Co-Founder and CEO of Wonderment. Wonderment helps e-commerce merchants grow and scale their businesses. She has tremendous experience in marketing and startups. Her career expertise has included working at HubSpot, InVision and Techstars. Here are just a few of the topics we discussed in this episode:
How Wonderment came to be
User journey, pain points and why coding can wait
Mastering customer research for product
Avoiding bias in your research
Operationalizing your product research
Understanding the why behind what your building
Resources
The Right It
Reaching out to Jessica
Wonderment
Follow Jessica on Twitter
Connect with Jessica on LinkedIn
Chip is the Manager of Strategy and Planning at Uber Eats. He has tremendous experience in pricing and partnership strategy. Here are just a few of the topics we discussed in this episode:
Being data driven with your team
When do you know when you have enough data and are ready to make a decision
Using search data to augment your inventory of customer selection
How to make the business case once you have the data
How to get started with data driven decision making
Resources
Chip’s website
Subscribe to Chip's Newsletter
Getting in touch with Chip
Connect with Chip on LinkedIn
Claire is the Co-Founder of Elevate & Forget the Funnel. She has tremendous experience in SaaS marketing and growth. Here are just a few of the topics we discussed in this episode:
What customer-led growth means and how to nail it
The difference between customer-led and product-led
The importance of creating the experience the customer needs
How to get started leveraging customer insights
How to think about the volume of customer insights you need
Getting started with better understanding your customers
Connecting with Claire
Elevate
Forget The Funnel
Follow Claire on Twitter
Caleb Elston is the Co-Founder and CEO of Delighted. Charles Studt is Head of Marketing at Delighted. Together they make a rockstar team of experts passionate about making your product better through customer feedback. Here are just a few of the topics we’ll discuss in this episode:
The awesome story of how Delighted started
Why you should dog food your own product (dogfooding)
How to build a B2B product with a B2C mindset (and the pros & cons of this strategy)
Why you need more than NPS data
The importance of qualitative data to drive your product forward
How to increase the mindshare of your team by getting to the customer
Why Delighted funnels customer data back into their Slack account
Resources
Back to business from Delighted (Free resources, thanks Delighted!)
Reaching out to the Delighted team
Email the team at hello@delighted.com
Bonus Tip - “A ton of value lies with your customer success team” - Caleb Elston
Rob Fitzpatrick is a serial entrepreneur and author of the classic customer research book, The Mom Test. Rob talks to us about the importance of customer research as it applies to your business through the various stages of growth. Here are just a few of the topics we’ll discuss in this episode:
The incredibly cool story of how The Mom Test came to be
Conducting customer research through different stages of growth
Overcoming objections to customer research
How to make customer research a routine
Why sales is all about having learning goals
The importance of forming organizational habits
Resources
The Four Steps to the Epiphany by Steve Blank
Never Split the Difference by Chris Voss
This is Marketing by Seth Godin
The Mom Test by Rob Fitzpatrick
Reaching out to Rob
Follow Rob on Twitter
Connect with Rob on LinkedIn
Send Rob and email at rob@robfitz.com
Jenko Kent is the founder and creative director at VideGro and has spent almost a decade directing and creating engaging video content that drives serious ROI for DTC brands. In this episode, Jenko shares:
Why rapid iteration beats perfect planning for creating content.
The process VideGrow uses go drive outsized returns for brands.
The types of video content best suited for each stage of your customers journey.
Resources
VideGro Website
Reaching out to Jenko
Email Jenko at Jenko@videgro.co
On Twitter @JenkoKent
David Greenberg is the SVP of Marketing at Act-On Software. David shares more about his background and how he wound up helping companies like Act-On grow successfully through marketing. Here are some of the highlights of what you can expect in this episode:
What marketing can do to optimize your sales funnel
Why you need qualitative data from your customer to make improvements in sales, marketing and product
How to manage a co-hort of users to get regular feedback about your product
What you need to do to build a marketing machine that works for your company
How customers want to make purchasing decisions today
Resources
Act-On Content Library
Act-On Blog
Reaching out to David
Connect with David on LinkedIn
In this episode we’re joined by Adrienne Barnes. Adrienne is a B2B SaaS Content Marketer and strategist who’s advised and written for top B2B SaaS companies including Stripe, Drift, and Demio. She is also the founder of Best Buyer Personas. We discussed:
Why it’s important to know the relationship your customers have with your company?
How to apply what you know about customers to your content?
How to get started with customer research?
Resources
How SaaS Marketers Can Get Buy-In on Qualitative Research Projects
Connecting with Adrienne
Reach out on Twitter
Adrienne’s personal website
In this episode we’re joined by Louis Nicholls. Louis is the founder of Sales for Founders, SparkLoop and several successfully exited companies. He’s also the author of the Social Proof Handbook. We discussed:
- The importance of understanding your customers goals
- Creating shared success plans for customers
- Why sales calls are the fastest way to learn about your early customers
Resources
- Sales for Founders
- Sales Survival Guide
Reaching out to Louis
- Follow Louis on Twitter
- Check out SparkLoop
- Email louis@salesforfounders.com
Show Highlights
Personalization is all about who you are targeting
Everything starts with identifying and solving the customer pain points
“Once you can target, the world changes for you”
Nailing down an effective process to enable you to move into new segments
Learn more about the future of personalization
Resources
Send with Scout Blog
Reaching out to Jordan
Sendwithscout.com
Connect with Jordan on LinkedIn
Email Jordan at Jordan@sendwithscout.com
Hiten is a prolific SaaS founder of companies including Kissmetrics and Crazy Egg and is now working on FYI. He also runs Product Habits to help other founders develop the habits they need for success. In this episode, Hiten shares:
His framework for identifying product ideas worth pursuing,
How to identify what your customer really want.
What Hiten has learned from David Cancel about different go to market strategies.
Why continuous testing drives increased product value.
Resources
Product Habits
Building an MVP for FYI in 5 days
Reaching out to Hiten
Reach out on Twitter or sign up for FYI