According to Aashish Dhamdhere, optimizing customer experience is at the core of every marketer’s goal. Any interaction should add value to the company. Companies need to have a clear sense of their brand projections to ensure that they give customers the right impressions. Aashish Dhamdhere emphasizes that the number one driver of business decisions is how customers respond and interact with the products. A close second is the support and education provided by the company to the customers. Deliver content in a variety of formats. The goal is to find what works for the company. Options include webinars, question and answer sessions, and conferences.
Marketers must put themselves in the mind of the customer. What type of experience is the company providing to the customer? Along with being particular about the content offered by the company, how is the content being delivered? Websites need easy navigation with user-friendly designs. Building and nurturing connections is also an essential facet of marketing. The more interactions, the more likely that trust levels improve between customers and the company.
Sales and marketing departments need the same goals, which boils down to pipeline. The pipeline for sales and marketing is always the same. Aashish Dhamdhere stresses how his goal is to pipeline everything up. Sources of lead generation are less important than securing the high numbers, no matter what channel used. Collect data, but collect the right data to make high-value decisions. To achieve this, focus on designing a reliable data infrastructure.
Sales and marketing departments need to be in constant communication. The first step to working together is to identify targeted accounts. According to Dhamdhere, “It is extremely important to be on the same page—from a sales and marketing perspective on target accounts, target personas, target use cases, and a lot of tech thinking, the more influenced it is by your best customers.”
A way to figure out targeted goals is to research trends. Trends are consistently changing, with results never the same among competitors. Companies shouldn’t stick to one single pattern; instead, they must blend in a combination of patterns to accelerate growth. However, the way that works for a company with a 250 to 500 employee size may not work for companies with a staff size of 500 to 1,000. Dhadmere also states that “having the right leading and lagging indicators” can help tremendously. The obvious thing that all should be shooting for is the pipeline, despite the potential of being a lagging indicator.
Content grows stale at lightning speeds. Content needs refreshing often and highly relevant. Never share content that doesn’t add value. The media requires relevancy partnered with visual representations like crisp imagery. Another part of content development is that the content speaks to your target audience. Knowing the personas of your audience helps you tool marketing efforts. As Dhamdhere states, “We’re continuing to invest in tooling. And again, the tooling is, is from a vantage point or from goals, outcomes perspective of improving the customer experience on one side. Two, but also capturing all the right data that helps us make smarter decisions in terms of what’s working the way we need to double down versus everything else.”
Expanding the marketer’s toolkit is a priority when trying to reach different personas. Dhamdhere reflected on his team, first only used Hubspot. His inclusion to the team led to incorporating more tools such as Salesforce and Clearbit.
Aashish Dhamdhere reflected on how ten to fifteen years ago; all of the marketing was inbound. Then, account-based marketing took over and was given the highest value. Although account-based marketing has value, Dhamdhere believes more effort needs to go back into inbound. As he states, “In a lot of cases, there’s this, this wonderful sort of melting melding of the worlds where you can even do account-based inbound if you if you play it right.”
Companies’ key takeaway is to ask themselves, “am I investing in the right things?” Review and evaluate marketing investments at least every six months, especially in the case of fast-growing tech startups. The right goals will get a company where it needs to be.