Really Knowing Your Customer: The Right Message at the Right Time

In the course of our work with CMOs, we often hear of the eternal quest for marketers to be able to deliver the right message to the right person at the right time.  As a consumer, I actually appreciate that companies want to get to know me better and tailor emails and promotions to my preferences.  In fact, they are frequently effective in their marketing efforts and that one email about that popcorn popper that I had been browsing is enough to make me hit the purchase button.

Given the positive experience I have when companies tailor their marketing messages extremely effectively, my expectation is set high.  I anticipate that I will only receive promotions of items I have previously shown interest in or that are on or related to my wish list.  Efforts to show that they know me and my preferences are often rewarded with a purchase.

However, when their efforts fall short, I tune out.  A prime example is when one of my favorite home furnishing companies sends me an email, complete with product photo, “We’re saving this for you!”  Yet what they have sent to me was nothing I had ever clicked through to look at on their website.  How is it that some companies can get it right every time, and customize my experience accurately while others fail consistently in their use of data?

There are many organizations out there that focus on helping companies use data to effectively serve up a custom experience, to the right person, at the right moment.  The bar is high, with myriad options available to consumers, and customers are turned off when the push is not connected, at a minimum, to historical data patterns.  For marketing efforts to be effective, it has to be real, not fake data, or businesses may actually drive their loyal customers to look for products elsewhere.

Related Stories

The Value of Convening C-Suite Peers: Reaping What You Sow

Posted on 02.1.2020 by in Engagement Strategy, Featured, Featured, Understanding the C-Suite

In our work with Customer Advisory Boards and other executive engagement programs, we have seen firsthand the extent to which C-level executives seek and crave connection to real peers, where they can share stories and gain insights in a safe  

Continue Reading »

The Next Frontier…Understanding Your Customers’ Customers

Posted on 11.1.2019 by in Engagement Strategy, Understanding the C-Suite

So you think you’ve nailed it.  You are a B2B marketer who spends 25%-30% of your time with customers; you collect insights across a range of customer communication channels; and you analyze and integrate what you learn into the other  

Continue Reading »

The Customer Engagement Challenge

Posted on 02.20.2019 by in Engagement Strategy, Featured

An ongoing customer engagement strategy requires planning and an investment in the development of compelling content and interactions that keep your customers coming back. Here are tips in building a more systematic engagement approach with your customers.

Continue Reading »

How to Extend Your Customer Advisory Board’s Value

Posted on 11.20.2018 by in Customer Advisory Boards, Featured

How do you extend the value of a customer advisory board beyond those who participate in the meeting room to the rest of your organization? Here are a few of the most common challenges we see, and some recommendations to  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »