Marketing teams work with a lot of data. Just how much data are we talking about, you ask?
Well, think about it: every interaction a user has with a company, be it opening an email, clicking an ad, making a phone call, navigating a website or making a purchase (rest assured, the list could go on) provides valuable insights that can be used to learn more about, and better engage with, customers.
So how do marketing teams cut through the noise and identify the information that’s most important? To answer that question, we reached out to two Chicago marketing leaders to learn more about the user insights that help shape their strategies.
The healthtech space has become incredibly competitive since GoHealth launched in 2001. To ensure it stays ahead of the competition, the company’s marketing team uses a variety of tools to learn what users needs, wants and concerns are, with the goal being to deliver a more personalized and frictionless experience. According to Senior Director of Digital Marketing Jackie Mondelli, this strategy has delivered big results — and created an air of excitement.
When it comes to gleaning information from your users, what insights are most important to your team?
The voice of the customer is the most important piece of information our company has. When customers are satisfied and engaged, they’re more likely to transact. You can identify your customer’s preferences and motivations by the ads they click, the way they interact with your site, the emails they respond to or even, bluntly, what they have to say over the phone. By personalizing your experience to the customer’s needs, you help alleviate points of friction. Customers won’t be forced to ask themselves, “Am I choosing the right product? Is this the best place to buy it? Will the purchase be a hassle?”
It’s an exciting time to work for the company because there is a greater emphasis than ever to listen and deliver for our customers.”
How are you leveraging those insights to drive your marketing strategy forward and better engage your users?
At GoHealth, we have a test-heavy approach, and we let our data do the talking. It’s an exciting time to work for the company because there is a greater emphasis than ever to listen and deliver for our customers. By leveraging call recordings, Hotjar [a tool that analyzes user behavior and records feedback] sessions and user surveys, we can address and use their exact concerns, interests or words to craft our ad copy, landing pages and transfer guidance. What we learn from today’s customer will only make us more prepared for tomorrow’s.
Unifying and advising our business based on what the customer tells us, and not what others are doing in the space, has helped us see dramatic lifts in our performance, all while differentiating ourselves from the pack.
Maropost is in the business of customer engagement. More specifically, Maropost’s platform provides companies a single place to manage customer engagement across multiple channels. While some SaaS companies take a hands-off approach to engaging with their users, SVP of Marketing Jay Miller said working with customers to understand what consumers need and expect from their brand is an essential part of what his team does.
When it comes to gleaning information from your users, what insights are most important to your team?
Maropost enhances our customers’ own customer experiences. This makes it important for us to work in partnership with our customers. The more insights we have into their consumer needs, the more we can help deliver desired experiences.
It’s important for us to have insights into what, when and how consumers prefer our customers to engage with them, along with their preferences and buying habits. We glean insights on the frequency, time of day, location and spending practices, as well as the type of content, that performs best for our customers. We help our customers leverage that information to best meet consumers’ needs.
Our insights enable Maropost to adapt our product offering quickly to best service our customers.”
How are you leveraging those insights to drive your marketing strategy forward and better engage your users?
By learning about the experiences that are expected from our customers, we are able to help companies deliver on those expectations. The trends we spot allow us to educate e-commerce providers in many industries on what their buyers want and need from brands. We are able to market to our customers and prospects the information we have on how they can best compete by attracting new customers and improving their existing customer loyalty.
Our insights enable Maropost to adapt our product offering quickly to best service our customers. An increasing volume of data on the types of content and experiences consumers respond to empowers our customers to replicate what works and help them deliver the right experience.
