040: Voice of Customer Research Tells You What Data Can't [with Scott Hornstein]

He's back! The incredibly talented and smart, Scott Hornstein, of B2P Partners, who shared his expertise in E-029 about the deadness (or not) of direct marketing. Today, Scott and John Gregory Olson share more about marketing persona based on Scott's in-depth work with voice of customer, a proprietary product and service his agency, B2P Partners delivers. Whether or not you use persona in your business today is irrelevant. The fact is you need to pinpoint who your customer is and work hard to develop products and services that align with that customer persona. Scott indicates that the mindshare of marketers today, though, is not on retaining customers (as it should be) but on going after prospects. Marketers need to adjust that focus and redirect to engaging with customers via persona development. Jayme Soulati offers commentary at the front and back end! Thank you Scott for coming back on the show! Here's a freebie for our listeners: The first who leaves a review on iTunes for The Heart Of Marketing and mentions the Scott Hornstein episode in their review will get a hard-cover copy of Scott's book, 'Opt-in Marketing, Increase Sales Exponentially with Consensual Marketing.' Take a listen! We thank you!