Bailey Christine - Customer Insight Strategies

Theres a lot at stake when it comes to insights-driven marketing. Its not just better targeting, its about winning back customer trust. This is a fascinating read on a topic that could not be more relevant! Call it moving from push to pull, insights-driven marketing or outside-in focus, its all about knowing the customer. This book offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping todays hyper-connected and empowered customers buy. We have access to more data than ever before, but most companies dont know what to do with it. Turning those insights into actions is the hottest topic in marketing right now so this book could not be more timely or relevant.

Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany

The need to stay close to the consumer has never been greater than in this ever-changing and volatile world. This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points.

Maria Koutsoudakis, Brand Director, Vodafone UK

I confess that I deliberately cheated by waiting until the last minute to read the words of the other reviewers and I must say that I fully endorse everything they say about this gem of a book. I consider myself to be a successful and well-known marketer, but I have learned so much from this book that I am jealous that Christine wrote it and I didnt! Let me just say the following: Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who sell them, great for all stakeholders and great for the planet. What on earth could be easier to achieve than this? If you are interested in learning how to do this, buy and use this book. I certainly will continue to refer to it for many years to come.

Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, UK

Weve heard the phrase marketing has changed for many years now, but has it? Did it? Christine Bailey has written a timely update. The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. In this book, Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject.

Tim Hughes, author, Co-Founder and CEO, Digital Leadership Associates, UK

The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of. Marketing today is all about analytics. But its very easy to get lost in the technical detail. What we need is a manual that starts with the customer and the marketing process, not with the technology. Uniquely, Christine Bailey provides such a manual. She emphasizes not data, or even insight, but the actioning of that insight. Its organized around a contemporary view of what the marketing process actually looks like, rather than what the textbooks say it should look like. For each step, she explains what insight we need and how to apply it. Its full of inspirational stories from her own experience and from the first-hand experience of her fantastic peer network of leading marketers. Its also packed with tips on how to avoid common traps. The end result is the best manual on modern marketing I know.

Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK

The ultimate guide on how to harness and truly leverage customer insights. Most look at this as strictly a data analysis function, but Christine understands the human approach and the importance of judgement, intuition, gut instinct, personal involvement and listening. She shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights to grow the brands return on relationship with customers.

Ted Rubin, CMO, Photofy, author of Return on Relationship, speaker, provocateur, USA

The book illustrates the importance of customer insights in our modern digital world. It deepened my theoretical knowledge of marketing, but, more importantly, the case studies and expert opinions gave me an understanding of marketing in the real world. I learned about the application of artificial intelligence and digital footprint data that I had heard of but knew little about. It also encouraged me to leave my comfort zone and try new things, both personally and professionally.

Sandrine Wagner, prize-winning final-year marketing student, Kingston University, UK

This book is dedicated to my daughter, Tazmin, who is
always encouraging me to break free of my comfort zone

Dr Christine Bailey is CMO and Managing Director, SMB UK and Ireland, for Valitor, an international payment solutions company. Based in the UK, she has extensive experience in B2B marketing in technology/payments, including leading European marketing functions for Hewlett-Packard and Cisco Systems, as well as smaller companies. A respected thought-leader and motivational speaker with a TEDx Talk Unconventional Career Advice, she has been voted #1 Woman in Tech by B2B Marketing and #3 Female Influencer in UK B2B Marketing by Onalytica. She has a doctorate (DBA) in customer insight from Cranfield School of Management and serves on several advisory boards.

• Scott Brinker, VP Platform Ecosystem at HubSpot, Editor at Chiefmartec.com and Program Chair of MarTech

• Bev Burgess, author, Senior Vice President and Global ABM Practice Leader, ITSMA

• Leanne Chescoe, Senior Manager Field Marketing, Demandbase

• Professor Moira Clark, Director, Henley Centre for Customer Management

• David Cotterill, EMEA Marketing Director, Conduent

• Gemma Davies, Director of Global ABM Strategy, ServiceNow

• Teri Donovan, Head of Partner and Distribution Marketing, EMEAR, Cisco Systems

• Carlos Doughty, CEO, Chief Marketing Technologist and Founder, MarTech Alliance

• Stefan Eller, Senior Director, Competitive Intelligence, Cisco Systems

• Halvor Garaas, Next Gen Analytics Lead, Cisco Systems

• Linus Gregoriadis, Director and Co-Founder, London Research

• Jenna Hamlyn, Head of Content and Communications, Valitor

• Joel Harrison, Editor-in-Chief and Co-Founder, B2B Marketing

• Clive Humby, OBE, Data Science Innovator and Subject Matter Expert, Chief Data Scientist, Starcount

• Andrew Kane, Managing Director, Greater China, Sedgwick Richardson

• Katie King, board adviser, author, management consultant, keynote speaker on AI

• Pascal Lendermann, Global Marketing Director, Cisco Systems

• Ben Lyons, Customer Service Operations Manager, The Co-op

• Wendy McAuliffe, Founder and Director, Populate Digital

• Jen McClure, Principal Distinguished Fellow of The Conference Boards Marketing and Communications Center, Program Director of the Social Media Council, CEO of JEM