Sadly, most marketers don’t really know their customers.
They have buyer personas and ideal customer profiles.
But these tools barely scratch the surface.
The only way to know your customers is to talk to them.
Yet many marketers don’t do it because:
- They claim to have no time
- They have bigger priorities
- They’re afraid doing hard work
- They don’t get why it matters
That’s not good enough.
Ryan Gibson not only believes in the value of talking to customers, but he pivoted his consulting business to focus on “customer investigations”.
It is insightful and often surprising, he says, what customers and prospects will tell you if you ask them questions.