Listen On:

Here’s a contrarian thought: buying ads doesn’t win you customers. What does win is when previous customers are happy and willing to tell everybody else just how great you are. Now think about this, before you buy a product, what’s the first thing you do? You read the reviews. From influencers, to friends, to referral codes and trade magazines, the way consumers decide what product or service is perfect for them is dependent on who they trust. David Lehman is the President and Chief Operating Officer at Birdeye, and he knows this more than most.

“It’s all about what research people are doing and who do they trust? Do people trust the brands? Do they trust the articles that they’re getting from them? No, they trust their community, They trust their friends. They trust their network. They trust the crowdsourced reviews of both the business, a product. As a marketer, experience marketing is so critical because you’ve got to fulfill all of those needs for everybody.”

So how are marketers flipping the funnel and tying their success to customer success? On Marketing Trends, David answers that question while also providing an in-depth look at how brands such as Blaze Pizza have used Birdeye’s experience marketing platform to put brand advocates front and center. He also provides a unique look at how marketers can supercharge their SEO strategies on Google, Facebook, and more. Enjoy this episode.

Main Takeaways:

  • Did You Leave a Review?: Customers leave reviews to help them advocate for a product or service, but they also read those same reviews to help them make an informed buying decision. Customers no longer trust a brand’s messaging to make their decisions, they trust their peers. This is why it’s important to seize control of reviews and aggregate them all into a single place. When you have everything in one place, you can identify and resolve common problems as you see them come through and you can also gather and display top reviews easier. 
  • Just Call My Mobile: Customers need to be met on the channels where they are most active, which is mobile. In order to have an effective mobile strategy, you must have an always-on mentality. This means that prospective consumers should always be able to get answers to questions in real-time and you can facilitate that through chat, FAQs, or aggregated reviews.
  • Stand-Up, Stand Out: An well-structured and optimized SEO strategy is a great way to make sure that a company does not get buried on the search pages, but it also is integral when it comes to making sure consumers can find you at a moment’s notice.

Key Quotes:

“We help businesses grow through happy customers. We help them take their best customers and flip the funnel. So instead of starting as a marketer at the top of your funnel and trying to go and find a bunch of people, you can actually take your best customers and use them to grow your funnel.”

“This year the CMO needs to become the CXO. They can no longer just say, ‘I am responsible for acquisition and getting somebody in the door.’ I’ve got to think about that entire lifecycle if I’m going to give both the best customer experience and drive more leads because I’m leveraging those happy times.”

“It’s now all about what research are people doing and who do they trust? Do people trust the brands? Do they trust the articles that they’re getting from them, no. They trust their community. They trust their friends. They trust their network. They trust the crowdsourced reviews of both the business and a product. As a marketer, what we call experience marketing is critical because you’ve got to fulfill all of those needs for everybody. You can’t just hope that you give a good catchy advertisement.”

“The biggest thing that we’ve seen is how do you start talking to people on the channel that they care about, which is mobile? How do you start getting people into a one-to-one text conversation, whether they’re on straight text or they’re on Google chat or Facebook chat or Instagram? Wherever they are, you have to make it easy for the business to respond in real time.”

Bio

As the President and Chief Operating Officer, David Lehman has more than 20-years of marketing and sales management, direct sales, and technical sales support experience to BirdEye. Most recently, Lehman was the EVP of Sales and Marketing for Yext. Prior to his time with Yext, Lehman held the role of CRO for Campaign Monitor and GetFeedback and spent 5 years at salesforce.com (NYSE: CRM).

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

To read an unedited, automatically-generated transcript of this interview, click here.

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