Guest speaker: Dan Visnick
Guest Bio -
Dan is the Chief Marketing Officer at HoneyBook, the leading business and financial management platform for solopreneurs and freelancers. Before joining HoneyBook, he led global marketing for Change.org, was head of consumer marketing for Google Shopping, ran marketing at a startup that was acquired by Google, and served in a number of marketing leadership roles at Yahoo!. Dan attended the University of California, Berkeley and currently lives with his wife and two sons in Lafayette, CA.
In this episode, Kailey and Dan discuss leading marketing efforts with an authentic voice, applying B2C tactics in a B2B world, and using AI to build customer experiences.
Customers have grown tired of the corporate spiel in marketing. Approaching your marketing with an authentic and unmanicured tone of voice makes your company resonate with customers in a more human way.
Just because you’re a B2B company doesn’t mean you can integrate B2C practices and tactics. As Dan learned, building an inbound funnel, referral programs, and providing premium assistance can actually help you reach higher levels of efficiency in the long run.
If you’re not using AI to build customer experience, you’re already behind the curve. For example, chatbots can help reduce support tickets and enable your support team to have faster response times. AI can also improve conversion rates by providing instant gratification to customers.
“We've also been using predictive modeling to target who is relevant for our business. We started off with an internal algorithm to identify what segment someone is once they started a trial. Then we could speak to them and personalize how we address their onboarding journey. But now, we're using that externally well to identify who are the best product market fit in advance so that we can have higher efficiency in our own business and acquisition.” – Dan Visnick
*(02:56) - Dan’s career journey
*(07:05) - Trends in the customer experience journey at HoneyBook
*(08:10) - How HoneyBook uses AI to build customer experience
*(16:46) - How Dan applies B2C tactics in a B2B environment
*(23:42) - How Dan defines “good data”
*(32:32) - An example of another company doing it right with customer engagement (hint: it’s Duolingo and USAA)
*(36:57) - Changes in customer experience in the next 6-12 months
*(38:25) - Dan’s recommendations for upleveling customer experience strategies