Why your customer should be your North Star

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

This week, we're diving into the importance of understanding your audience with Sarah Jordan, CMO at Constant Contact. Sarah shares what it's like marketing to small businesses and why customer data matters more than ever. 

—Elena  

 

Brand spending on market research has dropped 2.9%.      

That’s according to an IPA report showing that investment in market research has been steadily declining. That’s concerning given that dedicating at least 5% of your marketing budget to research is highly recommended.

 

Know your audience. Research your audience.        

According to Sarah, knowing your audience is the secret to successful marketing. (And we agree). Here's how you can follow Sarah’s lead to better understand your customers.

1. Get specific with your target.  Clearly define your market. For example, Constant Contact zooms in on businesses with 15 employees or less. By specifying their focus, they can spot common struggles across industries and better address shared pain points. 
   

2. Keep your finger on the pulse. A consistent research program should balance quick-turnaround studies with more comprehensive, long-term projects. This will help you stay tuned to your audience's evolving needs and preferences. It's like having a constant conversation with your audience.

3. Let data guide your decisions. Being a data nerd is a good thing. Track both granular metrics and broader trends in your market. Use this data to inform your strategic marketing decisions and resource allocation. Remember, what gets measured gets managed.  

4. Follow audiences, not trends. Be prepared to pivot your strategy based on research findings. If your audience's behavior shifts—for example, in their media consumption habits—be ready to meet them on new platforms or channels. 

5. Put research into action. Always ask, "How does this benefit our customers?" when developing marketing initiatives. This ensures your efforts are grounded in research-based insights and truly serve your audience's needs.  

The big takeaway? Don't guess what your audience wants. Find out. Whether it's through surveys, studies, or simply keeping a close eye on your data, knowing your audience inside and out is key to effective marketing. 

Listen in on our discussion.

 

“You Can’t Do Your Job Without It: Why Protecting Research Budgets Matters”      

This Marketing Week article emphasizes the importance of market research, even during budget cuts. It also suggests creative, lower-cost ways to gather insights. 

Read the article.

 

 

Your north star? Your customer.                     

“Something that I really try to frame as a philosophy... is always trying to orient a decision in the lens of what's best for the customer." 

— Sarah Jordan, CMO at Constant Contact