Ben Taylor

They've already done some storyboarding. And then now they're briefing on what that persona is feeling at that point. It doesn't make sense to me. Then you're trying to force fit something at the end of it. So again, you're being forced into bad behavior that ends up with bad results. That's the bigger challenge.

They've already done some storyboarding. And then now they're briefing on what that persona is feeling at that point. It doesn't make sense to me. Then you're trying to force fit something at the end of it. So again, you're being forced into bad behavior that ends up with bad results. That's the bigger challenge.

Yeah, the content is even further removed, frankly. So if I'm going from end to end, you know, you have your design thinking steps of which empathy mapping is one. The test and validate phase is... We don't leverage that a whole lot, frankly. I mean, what it is, is getting that empathy mapping piece, doing our customer journey mapping. And the customer journey mapping for us is full lifecycle.

Yeah, the content is even further removed, frankly. So if I'm going from end to end, you know, you have your design thinking steps of which empathy mapping is one. The test and validate phase is... We don't leverage that a whole lot, frankly. I mean, what it is, is getting that empathy mapping piece, doing our customer journey mapping. And the customer journey mapping for us is full lifecycle.

Yeah, the content is even further removed, frankly. So if I'm going from end to end, you know, you have your design thinking steps of which empathy mapping is one. The test and validate phase is... We don't leverage that a whole lot, frankly. I mean, what it is, is getting that empathy mapping piece, doing our customer journey mapping. And the customer journey mapping for us is full lifecycle.

So all the way from top of funnel unknown, I don't know who you are, right? All the way down through the traditional marketing funnel. into sales enablement, into the adoption, into the renewal chain, and trying to create by persona some hypothetical routes that the customer will take against a particular use case.

So all the way from top of funnel unknown, I don't know who you are, right? All the way down through the traditional marketing funnel. into sales enablement, into the adoption, into the renewal chain, and trying to create by persona some hypothetical routes that the customer will take against a particular use case.

So all the way from top of funnel unknown, I don't know who you are, right? All the way down through the traditional marketing funnel. into sales enablement, into the adoption, into the renewal chain, and trying to create by persona some hypothetical routes that the customer will take against a particular use case.

Once we have all of that and have an idea, what you're trying to do is glean customer behavior and customer care about at each point. Persona

Once we have all of that and have an idea, what you're trying to do is glean customer behavior and customer care about at each point. Persona

Once we have all of that and have an idea, what you're trying to do is glean customer behavior and customer care about at each point. Persona

By persona what their care abouts are then we determine channel then we determine the content and then that all of the brief writes itself at that point you already know the persona you know the stage you know what they're thinking you know what they're trying to accomplish now it's where are they looking for it and trying to land it so some of the practical things we've done are you know.

By persona what their care abouts are then we determine channel then we determine the content and then that all of the brief writes itself at that point you already know the persona you know the stage you know what they're thinking you know what they're trying to accomplish now it's where are they looking for it and trying to land it so some of the practical things we've done are you know.

By persona what their care abouts are then we determine channel then we determine the content and then that all of the brief writes itself at that point you already know the persona you know the stage you know what they're thinking you know what they're trying to accomplish now it's where are they looking for it and trying to land it so some of the practical things we've done are you know.

what is a default kit? What is a default kit of a marketer? Email, web, social, right? Those three things are the major things you do. And you kind of just do it. You check your box. You say you do the three things. We may not need web. Like a seller may have that conversation that we've traditionally used web for before. So we've changed. We've brought our web presence way or further up funnel.

what is a default kit? What is a default kit of a marketer? Email, web, social, right? Those three things are the major things you do. And you kind of just do it. You check your box. You say you do the three things. We may not need web. Like a seller may have that conversation that we've traditionally used web for before. So we've changed. We've brought our web presence way or further up funnel.

what is a default kit? What is a default kit of a marketer? Email, web, social, right? Those three things are the major things you do. And you kind of just do it. You check your box. You say you do the three things. We may not need web. Like a seller may have that conversation that we've traditionally used web for before. So we've changed. We've brought our web presence way or further up funnel.

Whereas we had some deep dives before because we did empathy mapping. We looked and said, okay, our customers aren't really deep diving. on the web. So why are we using it for that? Just because we were checking a box. We've shifted that part of the customer journey more towards the seller. And so we've done some efforts around seller enablement that we didn't do before. We're a marketing team.

Whereas we had some deep dives before because we did empathy mapping. We looked and said, okay, our customers aren't really deep diving. on the web. So why are we using it for that? Just because we were checking a box. We've shifted that part of the customer journey more towards the seller. And so we've done some efforts around seller enablement that we didn't do before. We're a marketing team.

Whereas we had some deep dives before because we did empathy mapping. We looked and said, okay, our customers aren't really deep diving. on the web. So why are we using it for that? Just because we were checking a box. We've shifted that part of the customer journey more towards the seller. And so we've done some efforts around seller enablement that we didn't do before. We're a marketing team.