Keeping Your Customer At The Heart Of Your Marketing -- Hotjar VP of Marketing & Sales, Sharon Biggar

TIMESTAMPS 02:00 - Insights on growing the company 06:02 - Getting direct feedback from prospective customers 06:52 - Dealing with different marketing design ideas 11:00 - How to make marketing design work 12:14 - Minimum work needed to get you to your customers 16:01 - What companies should be doing before creating different platforms 16:38 - What assets to test and not to test GUEST BACKGROUND Sharon Biggar is currently the VP of Marketing & Sales at Hotjar, a tool that provides product experience insights to over a million websites worldwide. Sharon recently spearheaded a company rebrand that helped Hotjar’s revenue grow more than 50% last year. MAIN INSIGHT Keeping your customer at the heart of marketing helps you be more intentional and avoid burning money on testing. KEY TAKEAWAYS The core of marketing today is analytics Marketing has to be data-driven at its core Keep the customer at the heart of marketing Prospective customers can give you great, honest, and straightforward feedback An advert needs to be understood before making it beautiful PRACTICAL STEPS Give up the idea that a beautiful advertisement is going to be the most effective Identify the minimum viable concept that you can deliver to your prospective customer Get feedback from your customers TIPS FOR SUCCESS Develop empathy with your customer Do not assume that you understand your customers If the cost of testing outweighs the cost of producing the asset and getting it live, it’s suggested not to test it, and if the cost of producing the asset is high, then it is to be tested MORE FROM HOTJAR Hotjar is an intuitive, visual way to discover, consolidate, and communicate user needs. Hotjar provides product experience insights which shows how your users are experiencing your website and how to improve your website so that users have a great digital experience. Learn more at hotjar.com