Kim Lecha

This data is the first-party data.

And then you can also buy third-party data.

Who is that person?

What company does that person work for?

In what title or in what position, in what capacity?

All of that data is contextual.

So you not only have the responses, but you now know the respondent.

This is very important because think about product feedback.

You might get product feedback, but you might want to understand if that product feedback is provided by somebody who is an expert user in your product.

or it's a basic user, novice user of your product.

So you have to understand the responses, but also in the context of who is responding.

With all of that, now you can start personalizing.

You can start setting every individual, every different segment in the right path.

Step three is about understanding the customer

but the customers that we like.

So in the past, we used to have, oh, this is not my customer because I'm in sales.

This is too small for me.

Oh, this is not my customer because I am in marketing and I do self-serve.

So going from those fragmented views of who our customer is to one unified view of different segments.

And the other thing that we learn is that while you have to start somewhere, and generally is by doing an adult consulting type of analysis that says this is your target persona, this is your ICP, this is your buyer persona.