How to Meet Customers Where They Are in Their Buying Journey with Patrick Reynolds, CMO of BlueConic

The Revenue-Driven CMO

Our guest today has led marketing teams at a wide variety of brands, including B2B, B2C, startups, and Fortune 500 businesses. Patrick Reynolds is the CMO of BlueConic. Patrick joins host Chris Mechanic to explore how to actually help buyers in their research, how to carefully segment prospects without getting in their way, and what Customer Data Platforms enable marketers to do with data. Patrick also shares how marketers should be leveraging intent tools to cultivate a deep understanding of customer journeys. Additionally, Patrick sheds light on how to navigate the post-cookie era by using first-party data to deliver highly personalized experiences.

Takeaways:

• Be voracious observers of the marketplace and customer behavior. Understand that sometimes the most crucial insights come from simply watching and understanding your target audience.

• When creating your content, position your brand to be readily available without bombarding the potential customer with sales messages right away. Respect their research phase and present your brand as a helpful resource.

• Customize your marketing approach based on the phase your customer is in within their buyer's journey. The one-size-fits-all strategy does not work. Tailor your content and interactions to be useful and relevant according to the customer's current needs.

• Utilize intent tools to better identify potential customers in the research phase. Additionally, gather insights from current customers and closed-lost deals about their journey and decision-making process to refine your strategies.

• Implement self-selection mechanisms on digital platforms to segment your prospects based on things such as their industries and buying stage. Use content on your website or landing pages that allow potential customers to identify their own needs, industry, or stage in the buying process. This facilitates more personalized and relevant engagement.

• Marketers need to shift away from a transactional mindset in order to foster genuine, value-driven engagement. Ask customers what they want or need and provide them with exactly that.

• Be open and honest with prospects about your offerings, strengths, and how you compare with competitors. Sharing comprehensive information, including third-party analyses, empowers the customer to make an informed decision.

Quote of the Show:

• Regarding Spam outreach, “It's actually antithetical to the purpose of marketing, which is awareness, consideration, intent, desire, all those things. I just go, I don't want to ever hear from these jamokes again, because they just constantly harangue me.” - Patrick Reynolds

Links:

• LinkedIn: https://www.linkedin.com/in/patreynolds/

• BlueConic Website: https://www.blueconic.com/

Shoutouts:

• Atomic Habits by James Clear

• James Clear’s Masterclass: https://www.masterclass.com/classes/small-habits-that-make-a-big-impact-on-your-life

• Clayton Christensen

• Good to Great by Jim Collins

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube:

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/