MARKET VIEW 12

Christina Walls

CHIEF MARKETING OFFICER

I believe you really need to understand the segmentation of your customers, and that's not necessarily demographical, it's also attitudinal.

What should be considered when approaching buyers in the sales process?

We hear a lot about B2B versus B2C selling, but it all distils down to the concept that people buy from people. One of the most important things is understanding the differentiation between what part of the sales process can be digitised and what part is about the experience and the empathetic connection you want with someone that can only be delivered through human engagement.

I believe you really need to understand the segmentation of your customers, and that's not necessarily demographical, it's also attitudinal. One tangible example could be understanding what stage of that process they want to have an in-person meeting versus a virtual one.

When it comes to content creation you always need to think about your current and future customers and ask yourself what the benefits are for them.

How about content creation?

When it comes to content creation you always need to think about your current and future customers and ask yourself what the benefits are for them. This customer focused approach has to apply to every single content and channel interaction.

The second piece is all about the way people are consuming information and content today. People don't want hundreds of pages of thought leadership articles, they want bite-sized chunks of content that are both visually appealing and informative through the right channel for them at the right time.

It’s extremely important. You have to go that extra mile and add what I call experiential “sprinkles” to your product and/or services.

CHRISTINA WALLS

Chief Marketing Officer

INTELLIFLO

When it comes to customer acquisition, how important is it to connect with prospects on an emotional level?

It’s extremely important. You have to go that extra mile and add what I call experiential “sprinkles” to your product and/or services. The sprinkles are things that your consumers aren’t expecting, and create a recollection and emotional connection to the brand. Creating an emotional connection with the consumer is incredibly important if you want them to be more than a customer, even an advocate for you.

intelliflo widens access to financial advice through leading technology which powers the financial advisory experience. They use open software architectures combined with unmatched industry experience to simplify a complex digital landscape to help their customers thrive and grow. Their solutions support over 30,000 financial professionals worldwide, representing over three million end-investors, with over $1 trillion (US) advised across their platforms.

Up next: Market View 13

Richard Meek, Cobweb

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