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B2B Growth

B2B Growth is a podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.
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May 7, 2019

In this episode we talk to Étienne Garbugli, Co-Founder at Highlights & Author of Lean B2B.

Étienne shares:

  • Why you should care about customer discovery in B2B

  • How to identify who to reach out to and how to get customer interviews

  • How to do effective customer discovery

  • How to analyze the results and identify customer needs

Look for these 4 elements in the data you collect:
1) Total Addressable Market
2) Available Budget to Address Problem
3) Pain (not just anecdotal)
4) Focus on Outcomes/ROI of Possible Solution

Check out follow-up resources from this episode here:

Lean B2B Book: https://www.leanb2bbook.com/

Interview Template: https://www.leanb2bbook.com/resources/

Customer Discovery Course: https://www.leanb2bbook.com/customer-discovery-course/

Follow Étienne on Twitter: https://twitter.com/egarbugli


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