Customer Feedback: 4 Ways How It Helps With Marketing Goals

As a marketing leader, you’re on a constant lookout for tools that will help you achieve your marketing objectives. For instance, you may anticipate that your inbound efforts will result in 10 new enterprise clients, thus increasing company revenue by $100,000.

customer feedback

Still, in working towards such goals, you may find that what has worked a year ago and brought several thousand new leads is no longer working. Another problem is getting lots of leads that don’t convert into high LTV clients. Where does the problem lie and what do we do about it?

Let’s take a closer look.

Growth isn’t about hacking – it’s a framework

Let’s be honest – there are no magic hacks that will get you, 1000 new customers, in 10 days – not unless you nail their needs in a truly stupendous manner. The good news is that your customer success and sales departments can certainly help out.

First and foremost, to create the right marketing message, you should always listen to customers and get feedback. This doesn’t go unnoticed by modern-day businesses. As reported by Hubspot Research, a predominant 70% of fast-growing companies unhesitatingly define customer success as very important.

Conversation between marketing and customer success team members

What’s more, working together with customer success and sales teams can also help you with:

  • designing a marketing message that will resonate with clients,
  • staying on top of ever-changing needs,
  • designing a more effective content marketing strategy that generates more leads.

Something definitely worth considering.

Marketing priorities have changed

I’m sure you’ll agree that generating leads is no longer the main challenge marketing teams face. Operating in an intricate B2B environment requires that, as a marketing leader, you focus primarily on proving marketing ROI. What does it entail, specifically?

You should aim at generating leads that have a high LTV score. After all, in the long run, your loyal customers will keep creating recurring revenue for your company months after the marketing department had reached them with their message.

To draft an image of a high LTV persona, you may want to look into the number of clients who have stayed with your company the longest. Identify what they have in common.

Here is a good exercise you can carry out to reach more high LTV clients. Follow these steps:

1) Take a list of all clients who have been with the company the longest.

2) Pick the 20% who have spent the most.

3) Identify where they were acquired, why they value your product, what job-to-be-done it solves, and who was the decision-maker.

4) Make an action plan for your marketing team to generate more leads of this type.

5) Craft each marketing message stressing out the important elements that matter the most to high-value clients, use the channels you acquired high-value customers with, and reach out to these decision makers.

6) See an increase in profit.

Sergey Butko, CMO, Callpage

Why marketing messages fail and how to fix it

Let’s see how listening to your customers and applying a customer-centric approach helps get insights for a better marketing message.

The best way to understand what your customers really need is simple – reach out and ask. There are no shortcuts – you may hypothesize about what clients really need and why they buy products, but in the end, you should ask them to confirm or refute your assumptions.

The reason why so many marketing campaigns fail is that they don’t account for the real needs and pain points of each targeted persona. Simply said, wrong marketing messages target wrong segments and speak the wrong language.

You may outsource gathering information about your customers. But you may also take it under your control and implement a survey on your company web page to get instant feedback.

For instance, let’s take a look at Looka, an online logo maker, that hired a Survicate survey to gather feedback from customers who leave the page without purchasing a logo. The collected answers were surprising – in the majority of cases, people were just considering founding their company but were not yet ready to buy a logo. Instead, they were looking for new business ideas and used logos as an inspiration.

LogoJoy Survicate survey sent to website visitors.

In other cases, users responded that logos were just too expensive for them. In some cases, employing the AI-driven online logo maker was equally costly as hiring a dedicated graphic designer. This served as a trigger for Looka to adjust and regionalize their pricing policy. Having realized that customers from developing countries could not afford to pay the same price as clients from the developed market, Looka employed an inclusive business approach. As a result, using online surveys, Looka generated 2400% ROI with the engagement of over 25,000 respondents.

So, to sum up, there are at least two ways your marketing department can get insights about customer needs – one-on-one interviews and online surveys.

Let’s dig a little deeper into the subject.

How to discover your clients’ hidden marketing needs

One-on-one interviews

You may cooperate with a product team or ask members of your marketing department to conduct a face-to-face interview with selected groups of clients.

Ask your team to create a framework for analysis and questions that will help identify pain points. After your team had carried out interviews and wrote down the most important takeaways, you will be presented with extremely valuable data. This, in turn, will help draw conclusions that you can later implement in your marketing message.

You may want to inquire about the following:

  • what may be disappointing in product interaction,
  • why clients decided to buy your product,
  • if they switched from another competitive solution, and if so – why,
  • what they value most in your product,
  • the main purpose they use your product for.

On-page surveys

While deeper interviews definitely provide more information, online surveys are the way to scale. Using an online survey tool such as Survicate, you can set conditions for targeting, skip logic, create segments, and show an array of survey results.

Once the results are available, you can step in and organize a session with your team to analyze the answers and see why clients want to buy the given product. You may want to team up with your product team and sales leaders and do this together. In the end, you will have a clear roadmap of what to include in your marketing message, thus increasing the efficiency of each campaign.

Unconventional methods to uncover customer feedback

Apart from surveys and one-on-one meetings, you can also implement two other solutions that will help you get more information about your clients – callback and chat. In addition to being a huge source of information, callback and chat also decrease lead response time and pre-qualify leads for the sales department. These two solutions increase satisfaction by providing fast responses to questions your leads might have before they become clients.

Get insights from sales calls

Your sales team data is an invaluable source of information. Sales departments use tools such as Callpage to get a steady lead flow and decrease lead response time. In this approach, the benefit of the marketing department lies in the domain of sales calls recordings. Such a tech solution additionally enables you to track the lead source and understand which pages convert more clients.

Customer success team member collecting feedback on phone.

Another perk of using the service is that your team is able to analyze your sales department calls directly from the dashboard. By listening to recordings, they will learn more about objections that prevent clients from buying your product. Sales calls are invaluable in that they uncover real customer needs and point to the main reasons behind product purchases.

Armed with this data, you will have more information on what your customers need. You will thus be ready to tailor a marketing message that truly resonates with them.

Applying the solutions above will let you pick the most effective lead sources on your webpage and dedicate more budget to the pages that bring the most qualified leads.

Last, but not least: learn from a chatbot

51% of businesses are driven by conversations. Using a chatbot, you can gather more data on what your customers need and want. A callback solution is indispensable for urgent contact with respective departments and is the best way to connect with hot leads who are in the consideration and decision stages of the funnel.

In some instances, your leads will also want some guidance – for example, be directed to an appropriate article and get educated. As leads interact with a chatbot, your team can review the history and see what questions they previously had asked, what they complained about, or what suggestions they made. Hence, a chatbot is definitely another source of information you can use to investigate your customers’ needs.

Strategic decisions accelerated by data

To conclude, you can make your own assumptions about client needs based on your experience or observations. This, of course, can go a long way. Nevertheless, the next logical step is to verify your ideas through a mix of methods. These include open interviews, online surveys, sales calls, and on-page chatbots. These are the tools that will assist you in gathering information and creating products that customers need and want to buy for many years to come.

Margo Ovsienko

Growth Marketer at Callpage. Experienced in helping B2B & SaaS companies make the process of lead generation and sales more predictive. In her free time, she is a host of Margo Leads and Sales Leaders Talks.

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