‘Voice of customer’ is the catalyst for any content marketing initiative. Whether developing personas by industry or scenarios by market segment, Markitects has the experience and process to get it right.
As part of our Markitecture™ engagements, we typically start by interviewing constituents along every point in the value chain. This could include the recommender, decision maker, purchasing agent, distributor, end user for B2B companies, and of course consumers, when working with B2C companies. Where possible, we like to include prospects or marginal customers who don’t know about or understand the full capabilities of a company.
Because we are an ‘interested but not internal’ party, clients are more open, honest, and willing to engage with us during these facilitated conversations. While our clients usually make the introductions, we can take it from there regardless of the level of technical or engineering expertise.