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Customer Centric Marketing for Business with Dan MacInnis
Marketing tips for small businesses from the best marketers in the world
Category: Management & Marketing
Location: Melbourne
Followers (26)
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Hi. I'm Danielle MacInnis, the owner of MacInnis Marketing and the editor of this podcast. My strength has always been to think...

by Dan MacInni...
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March 18, 2015 02:37 PM PDT

Lars Birkholm Peterson is one of the co-authors of Connect - How to use Data and Experience Marketing to Create Lifetime Customers. I interview Lars about the Customer Experience Maturity Model and how to apply some of the principal's of customer centric marketing practices for business. Lars explains some quick wins you can achieve by aligning your digitial channels, using ppc campaign results and how to personalise and segment your customer journey on your website. He gives some Australian examples of companies creating great customer experiences like QTM Mutal Bank and Australian Super.

To learn more about the book and take the Customer Experience Maturity Model Survey visit connecttheexperience.com

Follow on Twitter: #connectcx

March 12, 2015 01:39 AM PDT

Bernd Schmitt is a professor, speaker, author and thoughtleader in the space of branding and marketing. I wanted to interview him about his book Happy Customers Everywhere: How Your business can profit from the insights of positive psychology, because Customers are central to every business.


To learn more about Bernd visit his website MeetSchmitt

To buy the book go to Amazon

February 10, 2015 05:12 PM PST

Paul chats with me about his new book The Marketing Performance Blueprint. I really enjoyed discussing the marketing technology, talent and strategy matrix that is creating a complex marketing challenge for marketers and small businesses.

His website is pr20/20.com and you will find a link to his book and great resources here.

January 02, 2015 11:50 AM PST

I was interviewed about building a customer centric marketing approach some time ago and have decided to share with you 10 minutes of key highlights. Today having a customer centric approach to your marketing is not a nice to have, it is a must have.

Here is a You Tube Video Webinar about being customer centric Dan did for Axient.

August 18, 2014 04:19 PM PDT

Jordan Elkind has the same passion for customer centricity as me. His love of information and insight has created a career well suited to him at Custora a new sofware company. Custora provides a dashboard of data analytics for retail customers to create more compelling, relevant marketing touchpoints for their customer's journey. The result is more profitable customers and less customers at risk of ending their journey.

Jordan's insights are a must listen for any business as we all scramble to create the customer connection that brands like Esty, Threadless or Redballoon enjoy as a client of Custora.

Custora website

Custora University

Jordan's email jordan@custora.com

May 20, 2014 07:30 PM PDT

Jon Pietz runs Brandxco and is a branding expert. Jon uses probing interview techniques in his brand discovery process with clients.This buyer insight and the real problem you solve for your ideal customer is part of Jon's approach. This branding strategy transforms your marketing activities and the return you get on your marketing spend. Spending some time with Jon you will learn from his many years experience about how to develop your core brand position.

Jon's process is aimed at understanding:


What are you good at? What makes you different? What are your most satisfying experiences with your clients? When you are firing on all cyclinders and what is that like?

Your sales cycle:

Your process, your sticking points, why you win, who they try and attract as ideal customers


Who are they, what makes them different, where do they compete

Ideal customers

  • Identify up to 12 awesome customers
  • Score your customers for certain factors, need, values, referral opportunity, growth, etc
  • What is driving their behaviour: from life and work that you provide
  • Where do they get their information: social, magazines, 
  • What are the common, beliefs, values, fears: The psychology behind why they buy from you.

Jon turns the tables on me and asks me about my process and my ideal client.

Books Jon referred to:

Tom Asacker The business of Belief

Ted Talk by Tom

Simon Sinek Start with Why

Marty Neumeir - Liquid Agency The brand Gap

Chip and Dan Heath - Made to Stick Switch

Jeanne Bliss - I love you more than my dog


April 17, 2014 04:02 PM PDT

It has been a long time in the making but I am so delighted that The Customer Culture Imperative is now on the shelves. I had the pleasure of interviewing Dr Linden Brown from MarketCulture on the new book he has co-written with his son Chris Brown about creating a customer centric culture. What makes this book different from others like Peter Fader's and experts on customer centricity is that it is backed up by research proving the relationship between 7 key customer centric behaviours and business growth.

Please enjoy this interview with Dr Linden Brown.

November 21, 2013 08:25 PM PST

Niraj Dawar is a Professor at the Ivey Business School and with a wealth of corporate experience as an expert marketing strategist. Niraj has wrote one of the most important books I have read as a customer centric marketer this year. Tilt: Shifting Your Strategy From Products to Customers.

Key strategic questions that I earmarked in reading Tilt  by Niraj Dawar are as follows:

1. Why do your customers choose you? Make sure it is not table stakes.

2. What business are you in? What business do your customers think you are in? How have they defined you? The answer you give to this question is predictive of how you see your business strategy

3. How is profitability measured? By customer or by volume?

4. Where do you spend most of your effort and energy? – on the service or product you sell or on understanding your customers and consistently delivering value to them by asking one fundamental question: What else do our customers need?

“Today manufactures can replicate the looks and feel of an innovative product and print it to market for a fraction of the price, in a fraction of the time it use to take. Even Nike and HP manufacture their products in Asia.” Tilt pg 178

5. How can we take what we know about our customers and provide value in different ways.

Niraj gives a indepth interview with me around the reason he wrote Tilt, the difference between upstream and downstream strategies and what it was like to present the book to the Canadian president!

More information:



My article on Tilt

October 07, 2013 12:27 AM PDT

Doug Leather is passionate about customer centricity as a system. In fact he has built a business over the past 11 years around it. I had the pleasure of interviewing Doug about his new book The Customer Centric Blueprint: Building and Leading the 21st Century Organisation.

Doug talks of how to create a sustainable competitive advantage, enlighted leadership and cultural orientation around the customer using examples including:

  • Amazon
  • Zappos
  • Apple
  • GE

How to create a customer centric organisation using the REAP Customer Centric Organisational Blueprint

Contact details:


August 20, 2013 01:59 AM PDT

Bernadette is a great story teller and discoverer. She works with businesses to uncover brand stories. We buy 
how brands make us feel, brands that resonate with our beliefs and stand for something. Bernadette in her new book, The Fortune Cookie Principle: The 20 Keys to Great brand stories and why your business needs one,helps us learn about purpose, people, personal and perception are important aspects in shaping brand perception. Today more than ever before, with more choice we are looking for those brands that have a purpose and align with our values.

Bernadette references some companies doing it right:


Chobani yoghurt

Warmer Parker Glassware

Resources and ideas:

Visit Bernadette's site The Story of Telling for more great tips on how to create your brand story.

Bernadette's Blog

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