The '12 Days of Business' Mini-Series
Day 12: Dana Farber: How to Use Customer Insight Mapping to Reveal Misconceptions Sabotaging Your Marketing

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Episode Summary:
As part of our special "12 Days of Business" mini-series, Nick Berry shares a segment with Dana Farber, Founder of Moonstone Marketing, to explore the power of customer insight mapping. Dana shares how marketers can uncover hidden biases and better understand their customers’ journeys to build authentic brand trust. Through a live exercise, Dana and Nick reverse-engineer a recent purchase to reveal the subtle touchpoints and emotions influencing buying decisions. This episode is packed with actionable insights to help business owners elevate their marketing strategies with empathy, authenticity, and data-driven approaches.

Takeaways:

Understand touchpoints: Small moments build trust and shape the customer journey.
Stories over discounts: Authentic storytelling drives full-price conversions.
Know your audience: Empathy bridges the gap between assumptions and reality.
Holistic strategies win: Multi-touchpoint marketing creates a seamless journey.

Links:

Chapters:

03:40 What is Customer Insight Mapping?
07:37 Building Awareness Through Influence
08:44 Gaining Trust Through Familiarity
09:31 Engaging with the Brand for Confirmation
11:57 From Intention to Purchase
17:07 The Right Story Beats Discounts
20:22 Owners Don’t Always Understand Their Customers
22:10 Marketing Requires a Holistic Approach

Prior Episodes from The '12 Days of Business' Mini-Series
Day 11: Romi Wallach & Nicole Mastrangelo: Empathy, Understanding, and Truly Connecting with Your Customers

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Dana Farber: How to Use Customer Insight Mapping to Reveal Misconceptions Sabotaging Your Marketing

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