Why Is Customer-Led Growth Important For Content Strategy? [With Claire Suellentrop]

If you follow me on LinkedIn or have watched most of my Youtube videos, you'll realize that I fervently believe in customer research. It's the foundation of any good marketing strategy. So, I invited Claire Suellentrop, co-founder of Forget the Funnel, to join me for a discussion on customer research within the context of customer- led growth.

On the Forget the Funnel website, customer-led growth is defined as
"a strategic approach that leverages customer insights to qualify and quantify customer value, then operationalize and optimize the end-to-end customer experience.‍ Customer-led growth does not presume what marketing, sales, or product experience your business should offer. Rather, it begins with creating organization-wide understanding around what experience is most appropriate for the company's best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company."

Resources

Here's what Claire and I discussed.

00:00 - Start
01:29 - Why is Customer-Led Growth Important?
02:48 - How to Implement Customer-Led Growth
07:39 - Why Focus on a Targt Group of Customers?
11:47 - Should We Speak With People Who Hate Our Products?
16:42 - How to Interpret Customer Research Data
29:41- Customer-Led Growth Helps Align Content Marketing with Business Results
------------------------------------------------------------------------------------

Learn more about me using any of the links below.

Read my comprehensive guide for writing a nonfiction book by clicking the link below.

You'll notice that the left side of my face looks a bit strange. Learn more about my rare disease by clicking the link below.

Check out my UpWork courses by clicking the links below.

How to Get UpWork Clients