“When you speak to everyone, you speak to no one.“Seth Godin
Sales teams know how important it is to adapt what they’re saying based on who they’re speaking to, how they’re behaving, what they are trying to achieve and so on. Do this right, and what you’re offering will make total sense to the person you’re attempting to close, and any objections someone might have will be preemptively squashed.
However, doing this becomes tricky with ‘broadcast’ marketing – your website, email campaigns, social media. So we tend to go wide: this is our ideal customer. This is what they want from us. This is why they want it. In doing so, we not only risk alienating people who don’t fit that exact profile – but we also put the impetus on the potential buyer to determine, “why and how does this thing actually help me?”
Brennan will show how B2B and B2C companies are dynamically repositioning what they offer, and what kind of tangible results they’re getting. You’ll see how companies large and small are using behavioural research, customer insight and research-driven data to deliver the right messages, to the right people, at exactly the right times. You will learn how you can start doing it too.
CEO & Co-Founder, RightMessage
Brennan Dunn is an email and personalisation geek. For the last few years he’s focused on delivering on the promise that just about every marketing company makes: sending the right message, to the right people, at exactly the right time.
He’s the co-founder of RightMessage, a software company that helps creators better grow and learn about their audience, and recently founded Create & Sell, where he provides weekly intermediate/advanced growth ideas to creators. He started and exited successfully from We Are Titans – web agency, Planscope – SaaS, and DoubleYourFreelancing – a community for freelancers and agencies.
Born in the US, he moved to the UK in 2020 where he likes to ride bikes and attempt to create things with wood, but what he really excels at is delivering actionable, fluff-free ideas that you can quickly and profitably put into action.