For Melissa Greiner, establishing a human connection is the key to developing — and keeping — a successful customer, no matter what stage of the buyer’s journey they’re at.
Before entering the B2B marketing world, Melissa studied journalism in college. It gave her valuable experience that would eventually land her as the Director of Marketing at WizeHive, which is a SaaS platform for nonprofit organizations.
On this episode, Melissa discusses her strategies for developing successful content, including planning for every stage of the customer journey by leveraging and learning about what the customer is looking for, their pain points and exactly why they need WizeHive.
“You have to make sure you have that broad breadth from the very beginning to the very end, so that [at] the end of the day, you’ve spent time making sure that every stage and every possible way people are coming into contact with your name and your brand and your product has been covered,” says Melissa.
She also shares how WizeHive’s messaging reflects and takes into consideration the tough time that many nonprofit organizations are facing due to COVID-19 and the approaches she and her team are taking to ensure customer satisfaction.
“We are individuals at the end of the day, so if we can keep that in mind and really just be respectful of everyone’s situations right now, I think it will make all of us trying to move forward a little bit easier.”