Is the user really at the top of your marketing strategy? [Review]

But what is the course about?

The instructor is Paul Boag a marketing consultant specializing in user-centric marketing topics. In two hours and forty-five minutes he not only manages to give a complete overview of the main techniques for investigating the behaviours, needs and resistance of their users but also to provide many practical tips and online tools to apply this research in the day to day, with an eye to the applicability of each method.

What is user-centric marketing?

It starts with a very simple concept:

Top task analysis

Who is our customer? And what is he trying to accomplish?

Mailchimp buyer personas

Customer Journey Mapping

Just to give you a little anecdote on the importance of considering our user (or customer) at the centre of communication and marketing activities. Did you know that in Mail Chimp they hung pictures of personas on the wall? An effective reminder of who we’re addressing every time we write an email or create a campaign (even among the personas there’s the dreaded receptionist, enemy number one of every salesperson).

Customer Journey Mapping Template

Things to ‘keep in your pocket’ after this course

A lecturer I’ve been fortunate enough to meet in several business courses would always point out how the hardest part of the course happens afterwards when you have to turn the learnings into practical actions. And that’s why I tried to set some practical goals to pursue after this course.

Ask lots of questions… then select the most important ones based on the goals we need to achieve

Gather information from multiple sources before each campaign: site analytics, salesforce, customer care, IT

Think of the customer journey as a dynamic process where the user’s will and intent are constantly changing.

Always try to test a campaign before launching it, even if there are 2–3 beta testers, preferably not internal.

Hang my customer journey maps on the wall, as a necessary reminder of how and what I’m working towards.

Include a testing/survey phase for every marketing campaign

Okay, but how come out of the blue you’re telling me this?

This post is the result of a nice training opportunity that happened to me with a bit of luck. On Linkedin, I follow the marketing agency MOCA by Marco Ziero (because they have a nice newsletter, very useful and a way of perceiving marketing that convinces me). From there I saw that some accounts had obtained online certifications from a portal unknown to me. After visiting the site for a few minutes I was already suffering from that strong complex of “I’d like to but I can’t”. To my surprise, without believing it too much, I got a scholarship from CXL Institute, the Academy founded by Peep Laja. A reality that brings together many marketers that I have respected and followed for a long time, with very practical courses and without “shining fireworks”. There remains the challenge of being able to transform the practical knowledge developed by professionals who operate in an Anglo-Saxon context, a little different from ours, and apply it to the market.



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Laura Conti

Laura Conti

Copywriter, missed storyteller, almost…