Building a Foundation for Prioritization and Personalization with Maura Ginty, Marketing Advisor and Fractional CMO at Bridge & Maeve Consulting

Building a Foundation for Prioritization and Personalization with Maura Ginty, Marketing Advisor and Fractional CMO at Bridge & Maeve Consulting

Maura Ginty Marketing Advisor and Fractional CMO at Bridge Maeve Consulting

Maura Ginty, Marketing Advisor and Fractional CMO at Bridge & Maeve Consulting, joins Rachael to discuss what it means to be more data-driven in marketing, how to identify the best accounts to focus on, and how to personalize experiences to win those customers.

Maura is a proven global marketing executive who fuses storytelling with revenue growth. She helps startups to become publicly traded companies and build marketing programs, revenue, frameworks, marketing plans, and strategies. Maura is also a strong advocate of data-driven marketing and for putting customer needs at the heart of everything a company does.

Key Highlights:

7:15 – 10:49 – Understanding the Best Fit Customer – Start by listening and challenging your assumptions. You have to recognize what is assumed in the business. As markets are constantly moving, have a sense of curiosity and question yourself to put the customer at the center. Engage with the customers and get as much information about the industry and the product itself.
20:18 – 25:43 – Why Is it Important to Personalize the Buyer Experience? – Personalization starts with prioritization and data usage to perceive the right time to interact with the right customer. Start by learning about their context and leverage every signal they give you.
27:28 – 31:18 – Personalization Challenges – It’s easy to fall in love with your company and product. And it’s hard to recognize that there may be limited space for that product to thrive and that not everyone will benefit by buying what you’re selling. Many businesses are not willing to reshape their products based on market changes. Moreover, if you don’t listen to your customers, research, investigate, and experiment, you will have a hard time selling your product.

Who Would Maura Like to Take For Lunch?
Greg Poirier, CEO of CloudKettle

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“You have to have just an incredible sense of curiosity and an ability to question yourself. If you’re not questioning yourself, where you got to a conclusion and what contributed to that conclusion, then you’re not really starting off with the customer at the center of it.”

Maura Ginty, Marketing Advisor and Fractional CMO at Bridge & Maeve Consulting

“The better approach is to know more about their context, leverage it, use every signal they give, and earn every signal they give you. There are plenty of ways that you can help a buyer out once you know more about their context, whether that’s through content or whether it’s through benchmarking. There are a thousand different things that are not that easy to pull together. It’s sort of these thousand points that you’re trying to keep track of at the same time. However, many of those you can leverage, as they look like that best customer. That’s what’s important to do for personalization. It’s really about prioritization.”

Maura Ginty, Marketing Advisor and Fractional CMO at Bridge & Maeve Consulting