Overview

In a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. This book shows precisely how customer insights can be used to build a marketing mission with purpose. Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size. Customer Insight Strategies discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.

Full Product Details

Author:   Dr Christine Bailey
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.80cm , Height: 1.50cm , Length: 23.40cm
Weight:   0.385kg
ISBN:  

9781789662504

ISBN 10:   1789662508
Pages:   248
Publication Date:   03 November 2020
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter - 01: An introduction to customer insights; Chapter - 02: Why customer insights matter and how you generate them; Chapter - 03: Creating a mission statement with purpose and a value proposition that matters to customers; Chapter - 04: Using insights to support a brand strategy; Chapter - 05: Using insights to create and apply customer segments and personas; Chapter - 06: Using insights for thought leadership and content marketing; Chapter - 07: Using insights for customer acquisition; Chapter - 08: Using insights to develop and retain customers; Chapter - 09: More insightful social media; Chapter - 10: Technology to help; Chapter - 11: Implications for practitioners

Reviews

Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy. * Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany * This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points. * Maria Koutsoudakis, Brand Director UK, Vodafone * Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who sell them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book. * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management * Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth! * Vanessa DiMauro, Head of Community, Georgian Partners and Forbes Top 40 Digital Marketer, USA * The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject. * Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK * The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of. * Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK * The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights. * Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA * Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers. * Ian Truscott, Founding Editor, Rockstar CMO, UK * The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things. * Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK *

Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers. --Ian Truscott, Founding Editor, Rockstar CMO, UK Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth! --Vanessa DiMauro, Head of Community, Georgian Partners and Forbes Top 40 Digital Marketer, USA Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who sell them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book. --Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy. --Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of. --Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things. --Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject. --Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points. --Maria Koutsoudakis, Brand Director UK, Vodafone The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights. --Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA

"""Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy."" * Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany * ""This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points."" * Maria Koutsoudakis, Brand Director UK, Vodafone * ""Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who ""sell"" them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book."" * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management * ""Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth!"" * Vanessa DiMauro, Head of Community, Georgian Partners and Forbes Top 40 Digital Marketer, USA * ""The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject."" * Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK * ""The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of."" * Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK * ""The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights."" * Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA * ""Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers."" * Ian Truscott, Founding Editor, Rockstar CMO, UK * ""The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things."" * Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK *"

Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who sell them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book. --Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy. --Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of. --Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things. --Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject. --Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points. --Maria Koutsoudakis, Brand Director UK, Vodafone The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights. --Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA

Author Information

Dr Christine Bailey is CMO and Managing Director, SMB UK and Ireland, for Valitor, an international payment solutions company. Based in Surrey, UK, she has extensive experience in B2B marketing in technology/payments, including leading European marketing functions for Hewlett-Packard and Cisco Systems, as well as smaller companies. A respected thought-leader and motivational speaker with two TEDx Talks, she has been voted #1 Woman in Tech by B2B Marketing and #3 female influencer in UK B2B Marketing by Onalytica. She has a doctorate (DBA) in customer insight from Cranfield School of Management and serves on several advisory boards.

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