Скачать или смотреть How to Use Passion Marketing and Value-Based Pricing to Monetize a Business

Jim Sterne is a digital marketing and analytics expert with 35 years of experience. He is the author of Social Media Metrics, and a dozen books on advertising, marketing, customer service, email marketing, and web analytics.

He is the founder of the Marketing Analytics Summit, the co-founder of the Digital Analytics Association, and the creator of the Analytics Cohort Mutual Mentorship Program.

In today’s episode, we’ll discuss passion marketing and learn Jim’s number one monetization strategy: value-based pricing.

Jim Sterne’s Story: Understanding Customers

Jim’s first job out of college was in customer service. “My exposure to the world of business was being an advocate for the customer. It was my job to take the customer's calls and figure out what went wrong and make it right. That sort of defined how I view the world,” he said.

From the beginning, Jim understood the value of the customer. Building a business isn’t about us. It’s about the customer’s wants and needs.

From working in customer service, Jim moved to sales where he sold software development tools into enterprise businesses and government organizations. After a while working with the company, he became frustrated with the company’s marketing materials and took the initiative to create his own. He went to his boss and asked to take over marketing. This ended up providing him with enough success and resources to buy his first home in Santa Barbara.

Then, in 1993, he tripped over the internet. “I went into teaching mode, and I became a public speaker, an author, and a consultant on how the Internet was going to change the world,” he said. “That was my consultancy—how do we make our website better? Well, better at what? What are you trying to accomplish? Why do you have a website? And that question opens up a whole can of worms: who are we selling to, what are we selling, what is our business model, and what are the politics?”

Once he discovered analytics, he was able to prove what worked and didn’t work on a website with data. It led him to start a conference on web analytics, which became the Marketing Analytics Summit and the Digital Analytics Association with about 6,000 members and 100 companies.

“The foundation underneath all of that is the view of the customer first,” Jim said. “And all sales and all marketing are about what the customer needs. I don't care who you are or how long you've been in the business, you are not the target audience; your customer is, and that's my religion.”

Read at: https://monetizationnation.com/blog/8...