Seth Godin, if you have not heard of him already, is a marketing pioneer with 18 best-selling books to his name. His provocative blog is one of the most popular in the world, and his TED talks have racked up millions of online views.
Godin’s impressive body of work is one of the reasons why we are excited to have him as a keynote speaker for the 2018 Customer Intelligence Summit in Washington, D.C. Experts turn to Godin for his incredible insights into the world of marketing, entrepreneurship, consumer behavior and much more.
To give you an idea of what you will hear from Godin at the Summit, we have chosen a few quotes from him that speak to the customer-brand relationship.
“You don’t find customers for your products. You find products for your customers.”
This quote reminds us that brands need to build products that deliver value to your customers. And to do that, you need to get to know them first. Developing products that actually have value requires an insight-driven process. That’s a much more successful approach than building a product in isolation and trying to market it later on.
“Brand loyalty is declining because brands have not kept their part of the bargain.”
When your brand promises something, you need to be in a position to deliver. Loyalty should be a two-way relationship: both parties must get something out of it. If brands only take things—money, information, time—from customers without offering anything in return, customers will move on.
“Being known by lots of people isn’t really the goal; it’s a by-product of certain kinds of marketing for certain kinds of products. What you’re really seeking is to be trusted, to be heard, to be talked about and to matter.”
Here, Godin highlights how trust is more important than reach. If you reach a billion customers who don’t trust you, you are in a worse position than if you had a fraction of that number who actually do. Building trust requires time, intention and work, but authentic relationships drive customer loyalty.
“You can spend your time on stage pleasing the heckler in the back, or you can devote it to the audience that came to hear you perform.”
This is a reminder that you should focus your efforts on the customers who want a relationship with you, not those who don’t like you. Develop relationships with people who already have an affinity for your products or brand. Wasting energy on “haters” will only divert it from the relationships that truly need your attention and that will make a long-term difference for your business.
“What could you measure? What would that cost? How fast could you get the results? If you can afford it, try it. If you measure it, it will improve.”
Analytics and big data have opened a world of possibilities. Here, Godin wants us to think about the benefits of measurement. When given the right context, data can provide the insight companies need to make smarter, more customer-centric decisions.
Hear Seth Godin at the Customer Intelligence Summit
Godin has made a career shaking up the world of marketing. We expect nothing less from him at the upcoming Customer Intelligence Summit in September. Save your spot today and join more than 600 of your peers in the biggest customer intelligence event of the year.