[WMD 2016] Skurt, Everette Taylor "Fueling growth through emotional intelligence" | Summary and Q&A

TL;DR

Emotional intelligence is crucial for fueling growth and retention in marketing, as empathy and understanding of customer needs drive better product development and user experiences.

Key Insights

• 🪡 Emotional intelligence is crucial for growth and retention in marketing, as it helps in understanding customer needs and developing better products and experiences.
• 🤑 Building genuine connections with customers and creating a strong brand ambassador program can fuel word-of-mouth marketing, which is the ultimate marketing lever.
• ❓ Understanding the desired outcomes of the most valuable customers (MVCs) and tailoring marketing strategies accordingly is essential for success.
• 😤 Diverse teams bring different perspectives and prevent missteps in marketing, emphasizing the importance of diversity in building successful products.
• 🤳 Self-awareness, relationship management, and stepping out of comfort zones contribute to personal and professional growth in marketing.
• ☠️ Emotional impulses significantly impact purchasing decisions, highlighting the need for emotional targeted messages and conversion rate optimization through emotional intelligence.
• 🇨🇫 Social awareness and understanding the impact of missteps on public relations and marketing strategies can prevent damage to a company's reputation.

Transcript

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Questions & Answers

Q: How can companies build scalable word-of-mouth?

Building brand ambassador programs, using event marketing, and leveraging influencer marketing are effective ways to generate scalable word-of-mouth. Connecting with customers on a personal level and creating genuine connections with them also helps in word-of-mouth marketing.

Q: How can marketers create emotional targeted messages?

Gathering qualitative data by talking to customers and understanding their needs and desires helps in crafting emotional targeted messages. It is important to know what emotions can resonate with the target audience and then create messages that appeal to those emotions.

Q: What are quick and easy ways to learn about customers in a different market?

Immersing oneself in the community and spending time with the target market can help gain insights about their needs and wants. By interacting with people and understanding their diverse perspectives, marketers can tailor their strategies accordingly.

Q: Is it a good idea to assign different target markets to each member of a growth team?

It depends on the specific product and situation. Generally, it is more effective to have marketers specialize in one area of expertise while still having a holistic understanding of all target markets. T-shaped marketers can excel in their core area while collaboratively working towards the team's overall goals.

Summary & Key Takeaways

• The speaker, Everett Taylor, shares his experience in marketing and entrepreneurship, highlighting the importance of emotional intelligence in fueling growth and retention.

• He emphasizes that data is important but encourages a focus on emotions and understanding customer needs to drive successful marketing strategies.

• Taylor discusses the significance of empathy towards customers, the impact of faceless numbers on real people, and the importance of word-of-mouth and retention in building a successful product.