Episode 57: The Art Of The Customer Interviews with Zineb Layachi

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelMost marketing campaigns are doomed beforehand because of naive B2B funnels.​ The B2B companies that still think that their customers have a linear buying process like:​- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA​- Arrived at the landing page and submitted a form or purchased the product​... are burning the marketing budgets.​ The truth is that the decision-making process usually happens in "the dark funnel":​- Communities where your customers ask their peers for the recommendation​- Live events of industry thought leaders​- Social media​Companies don't invest in creating demand and building visibility where the buyers hang out because:​a) They can't attribute it to revenue​ b) They don't understand when and how they can generate leads​ c) It requires investing in demand generation, hiring content marketers, a building owned PR programs that seems to be sophisticated and unpredictable because of the 2 points I mentioned above​Until the company cultivates the lead gen, company-centric approach, these obsolete naive lead gen funnels will exist.​But the best part about this is that it opens the doors to a minor part of small companies that can grow pretty fast because they don't have real competition.​ The only question is how to define the dark funnel?​One of the ways we do it is by running in-depth customer interviews.​I'm going to host a new episode of the Full-Funnel Podcast with Zineb Layachi where we are going to chat about how to run the customer interviews to:​- Refine your ICP and positioning​- Define what influences the decision-making process at your key​- Understand the "dark funnel"RESOURCES:Customer interview worksheet: https://drive.google.com/drive/folders/1idmQO1DSiLAVipVIDhiIGMt-ig5jYOBJ?usp=sharing Descript (transcribe service): https://www.descript.com/ Zineb on LinkedIn: https://www.linkedin.com/in/zineblayachi/