Tools Change, People Don't: Empathy-Driven Online Marketing
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Tools Change, People Don't: Empathy-Driven Online Marketing
Moz Moz
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In this talk, Ashley will provide a framework of simple user interview and survey techniques to build customer empathy and your "voice of customer" playbook. Using real examples from companies like Slack, Pinterest, Intercom, and Airbnb, this talk will help you uncover your customers' biggest problems and pain points; know what, when, and how your customers research (and Google!) a need you solve; and find new sources of information and influencers so you can unearth distribution channels and partnerships.

Presented by Ashley Greene at MozCon 2018

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