Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - Keeping Your Customer At The Heart Of Your Marketing -- Hotjar VP of Marketing & Sales, Sharon Biggar

Keeping Your Customer At The Heart Of Your Marketing -- Hotjar VP of Marketing & Sales, Sharon Biggar

10/31/22 • 23 min

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

TIMESTAMPS

02:00 - Insights on growing the company

06:02 - Getting direct feedback from prospective customers

06:52 - Dealing with different marketing design ideas

11:00 - How to make marketing design work

12:14 - Minimum work needed to get you to your customers

16:01 - What companies should be doing before creating different platforms

16:38 - What assets to test and not to test

GUEST BACKGROUND

Sharon Biggar is currently the VP of Marketing & Sales at Hotjar, a tool that provides product experience insights to over a million websites worldwide. Sharon recently spearheaded a company rebrand that helped Hotjar’s revenue grow more than 50% last year.

MAIN INSIGHT

Keeping your customer at the heart of marketing helps you be more intentional and avoid burning money on testing.

KEY TAKEAWAYS

The core of marketing today is analytics
Marketing has to be data-driven at its core
Keep the customer at the heart of marketing
Prospective customers can give you great, honest, and straightforward feedback
An advert needs to be understood before making it beautiful

PRACTICAL STEPS

Give up the idea that a beautiful advertisement is going to be the most effective
Identify the minimum viable concept that you can deliver to your prospective customer
Get feedback from your customers

TIPS FOR SUCCESS

Develop empathy with your customer
Do not assume that you understand your customers
If the cost of testing outweighs the cost of producing the asset and getting it live, it’s suggested not to test it, and if the cost of producing the asset is high, then it is to be tested

MORE FROM HOTJAR

Hotjar is an intuitive, visual way to discover, consolidate, and communicate user needs. Hotjar provides product experience insights which shows how your users are experiencing your website and how to improve your website so that users have a great digital experience. Learn more at hotjar.com

Give feedback on this episode by sending the host a text message.

SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast

TIMESTAMPS

02:00 - Insights on growing the company

06:02 - Getting direct feedback from prospective customers

06:52 - Dealing with different marketing design ideas

11:00 - How to make marketing design work

12:14 - Minimum work needed to get you to your customers

16:01 - What companies should be doing before creating different platforms

16:38 - What assets to test and not to test

GUEST BACKGROUND

MAIN INSIGHT

Keeping your customer at the heart of marketing helps you be more intentional and avoid burning money on testing.

KEY TAKEAWAYS

The core of marketing today is analytics
Marketing has to be data-driven at its core
Keep the customer at the heart of marketing
Prospective customers can give you great, honest, and straightforward feedback
An advert needs to be understood before making it beautiful

PRACTICAL STEPS

Give up the idea that a beautiful advertisement is going to be the most effective
Identify the minimum viable concept that you can deliver to your prospective customer
Get feedback from your customers

TIPS FOR SUCCESS

Develop empathy with your customer
Do not assume that you understand your customers
If the cost of testing outweighs the cost of producing the asset and getting it live, it’s suggested not to test it, and if the cost of producing the asset is high, then it is to be tested

MORE FROM HOTJAR

Give feedback on this episode by sending the host a text message.

SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast

Previous Episode

How Understanding Your Customer Will Lead To The Success Of Your Product -- Nadia Milani, VP Marketing at Proposify

TIMESTAMPS

03:21 - Knowing what marketing campaign works

12:09 - Setting up your ideal customer profile

14:11 - Steps to implement a marketing campaign

18:49 - Tips to have a successful marketing campaign

20:45 - Collecting everyone’s point-of-view and aligning everyone on one vision

23:51 - How to get the best insights

GUEST BACKGROUND

Nadia is passionate about connecting businesses with their ideal customers. She has accelerated growth strategies for many B2B companies in the SaaS, e-commerce, and tech industries. Her sweet spot is when marketing intersects with technology.

She is a leader that has helped build high-performance teams, producing triple-digit growth in engagement, acquisition, and revenue. In 2020, Nadia was added to Marketo's Fearless 50 list as one of the top 50 marketers in the world.

MAIN INSIGHT

Understanding your customer and creating customer intimacy will lead to the success of your product and marketing campaigns.

KEY TAKEAWAYS

You really need to understand your customers/users no matter what the stage of your company is
Customers decide if your marketing campaign is successful
Give your customers options on how to engage with you
Involve your whole team in figuring out your ideal customer profile
Create focus groups that are within your ideal customer profile
Create polls and surveys if you have a tight budget
The best insights come from actually talking to people

PRACTICAL STEPS

Create opportunities to interview your customer
Identify the pain points and AHA moments of your customer
Identify what they love about your product and what else they need
Identify why your customer chose you rather than competitors
Create ideal customer profile (ICP) by having a cross-department workshop
Make sure that everyone on your team is aligned and understands your actual customer

TIPS FOR SUCCESS

Get a lot of viewpoints from the executive chain
Listen to your customer before creating an ideal customer profile
Dedicate time to listening to customer calls
Test your homepage
Build a collaborative culture within your company
Maximize all your platforms in collecting customer feedback

MORE FROM PROPOSIFY

Proposify’s proposal software helps growing teams remove document bottlenecks and get visibility into the most important stage of your sales cycle: the close.

Learn more at proposify.com

Give feedback on this episode by sending the host a text message.

SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast

Next Episode

How to create an integrated campaign strategy -- Nishchal Dua, Director of Marketing at Airmeet

TIMESTAMPS

00:57 - The most difficult science and how he got into marketing
08:18 - Evaluate works from a customer perspective
12:24 - Achieving an integrated marketing strategy
18:00 - How to get enough data efficiently
19:58 - How to make sure your teams are working in the same direction
25:38 - Using leading and lagging indicators in goal setting
27:44 - Understanding factors that can affect your metrics
30:12 - Determining controllable and uncontrollable metrics

GUEST BACKGROUND

Nishchal Dua is a remote work evangelist, co-founder of The Remote Work Summit, and the Director of Marketing at Airmeet. With 8+ years of B2B SaaS marketing experience, Nishchal has seen the B2B buyer's journey evolve from a top-down funnel to a roller-coaster ride.

MAIN INSIGHT

Most SaaS companies don’t have an integrated campaign strategy, which puts them in a position to fail and burn money on marketing.

KEY TAKEAWAYS

Winning people with your idea is difficult
Marketing is about building the right relationship with your customers
Marketing is a way of connecting people and getting them to the right place that will help them
As your company grows - never forget to always look at the bigger perspective and make sure that every decision aligns with it
If your revenue is not growing, the problem is not with the efforts, but with the direction you are moving
Everybody has to be aligned on the same goal for autonomy to work
Prioritizing your campaign and goal will save you from doing unnecessary tasks
Evaluate the WHY of the activity and the effort you’ll be doing
Ask for enough advice to get enough answers
Think of your reports to executives not from a delivery standpoint, but based on campaign success reporting

PRACTICAL STEPS

Get feedback from leaders and executives before executing a plan
Identify the part of the funnel that you want to work on
Identify the levers you can pull
Share it with your team and get feedback on how they can impact the funnel

TIPS FOR SUCCESS

Always look at the big picture
Stop thinking that you can do it alone as a marketer
Get enough data before jumping into a decision

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS) - Keeping Your Customer At The Heart Of Your Marketing -- Hotjar VP of Marketing & Sales, Sharon Biggar

Transcript

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Welcome to Forward Launch your sas.
I'm Kira Woodard, the podcast marketer and
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00:00:06.080 --> 00:00:10.839
owner of Forward Launch. In this
series, I sit down with executives whose
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00:00:10.880 --> 00:00:16.679
marketing campaigns have resulted in impressive growth
for their startups. In each episode,
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00:00:16.960 --> 00:00:21.440
our guests talk about the one biggest
heap of wisdom that they would