Million Dollar Customer: The Customer-Centric Marketing Podcast

Do you still use email for marketing?Why? Just because it's cheap and easy? Is it actually getting you the results you want?In this episode we explore the current state of email marketing, including:what recent research says about the performance of email marketingthe different factors affecting the performance of email campaignshow recent tech developments have influenced the use of emailwhy email is still a preferred marketing channel for most customers - and why that's not necessarily a good thingPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Do you collect customer data in your business?The answer’s probably ‘yes’.Which begs the bigger question: what do you do with it, if anything?Even in times of strict data protection regulation, the GDPR and heightened consumer awareness, customer data remains one of the most valuable assets in your business… as long as you’re making good use of it.In this episode we discuss:Why capturing customer data is still as important & valuable as everThe different types of data you could be capturingThe mistakes businesses commonly make when it comes to data capture, and how to avoid themPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business

Conversational marketing is a trend that’s gathering pace, driven by technology that makes one-to-one conversations easy to deliver online and at scale.But there’s nothing new here… is there?The trend reflects a simple principle that is surely at the heart of all successful marketing: getting to know your prospects and customers by talking to them.In this episode, hear us discuss:What conversational marketing meansHow you can start making the most of this opportunity todayWhy your customers are already ahead of you in this areaPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Do you ever ask your customers what they think?And if so, what do you do with what they tell you?Actively seeking your customers’ feedback can be a scary but valuable thing to do. And how you use it can make a big difference to your business.In this episode we explore these questions and more, including:The reasons why some companies avoid customer feedback - and why some actively seek itThe truth about some companies’ manipulative use of customer feedbackWhy - and how - customer research and feedback can be a valuable resource for business developmentPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Have you ever got frustrated with chasing a lead that turned out to be a waste of time?How can you tell which ones are worth your time and effort?And how many opportunities are you missing by not having an effective follow-up process?In this episode of the podcast we discuss prioritising your leads. Listen in to discover:The 3 steps to successful lead management Why this process is essential in a customer-centric businessWhy getting fruity with your customers in not necessarily a bad thingHow to sort the good leads from the bad ones & stop wasting effortPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Modern marketing is a complex business. There are more channels, more tools, more data, more everything. How is it possible for a marketer to be an expert in everything? And is that even what's expected?In this special episode recorded live at The Marketing Meetup in Manchester, Zoe Cuthbertson talks about the changing and challenging role of the modern marketer.Is there such a thing as the 'full-stack' marketer: one individual capable of planning and delivering the full range of marketing activity? How can marketers be confident they're equipped to survive? And what should a modern marketing team look like?These questions and more come under the spotlight as Zoe explores what is means to be a modern marketer.

In our content-rich world of social media, blogs, email and other media, how you influence your prospects on their journey to becoming a customer is a big opportunity.The content you publish and how you talk about your business gives you the chance to appeal to your ideal customer. When they’re ready to buy, how can you ensure you stand out as the obvious and only choice?In this episode Phil Slorick is joined by copywriter and content agency owner Kelly Gilmour-Grassam to discuss the role content plays in your customer’s experience.Tune in to discover:The first thing to do when you’re getting started with creating contentWhy good content often doesn’t start with the wordsHow innovative businesses are using content to stand out in a noisy world

If you really want to sell more stuff, stop selling!In this episode we discuss what you need to do instead. Tune in to find out:What big opportunity most businesses are missing with their prospective customersWhy building a community round your brand is so valuableHow your beliefs, values & personality can be hugely influential in driving successPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Is it true that customers are more fickle & less loyal than they once were?Or is it just that we’re all now playing a different game on a different pitch?Gaining customer loyalty is key if you want to win repeat business, and grow a valuable community around your brand. But has it become impossible to do?Listen in to discover:Why convenience matters, how it’s changed & what this means for your businessWhat you really need to deliver if you want loyalty from your customersThe lessons we can learn about customer loyalty from Amazon and other successful brandsPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

When you started out in business, were you aiming to be average? The 'norm' in your industry?No? Well, your customers don't want that either.So how can you avoid the trap of becoming just another 'me too' also-ran in your market - and stand out from the crowd in a way that gets extraordinary results?In this episode you'll discover:What is 'bandwagon bingo' & why is it damaging?The big mistake most businesses make when they're starting out... and what to do insteadWhy measured risk is essential to your businessPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

The quality (and longevity) of your customer relationships is key to the future of your business.So treating them as individuals in your marketing can make a huge difference to your results.But how...?In this episode you'll discover:What personalisation really meansThe costly mistakes that businesses make in their communications, and how to avoid themWhy personalising your communications brings better resultsHow to do it easily and cost-effectivelyPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

It's getting harder to cut though all the noise and reach your ideal customer. You'll hear it said you need to market your business everywhere to get noticed.But how true is that? And will it really deliver the results you want?In this episode you'll discover:What the terms multi-channel marketing and omni-channel marketing meanWhich is likely to be the best choice for you and whyHow you can put this to work in your business to attract your ideal customersPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

If you get frustrated at how hard it is to influence people to buy, this episode is for you.There’s been a dramatic shift in the balance of power. Where once it was the sellers who called the shots, times have changed. Now your customers hold the reins and the sooner you embrace that fact, the happier you’ll be.In this episode you'll discover:What the shift from supply to demand means for youWhy this change is about more than just how we shop - it’s a fundamental part of human natureHow to start building a community around your business... and why that’s so valuablePhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Marketing technology brings great opportunities for working smarter, not harder in your business. Part 2 of our conversation introduces the (unique & exclusive) TOTTI methodology.In this episode you'll discover:The TOTTI methodology (and other exclusive concepts)How these 5 steps will ensure success when it comes to implementing marketing techWhy it’s so important to be clear what stage your prospect or customer is at in their journey when you want to improve your resultsAnd much more...Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Marketing technology brings great opportunities for working smarter, not harder in your business. But what if implementing it feels like too big a task to face...?In this episode you'll discover:The 2 key things to consider before getting started with marketing technologyHow to make the process of implemented tech solutions much easierHow to ensure you get a return on your investment in the shortest time possibleKey questions to ask when you’re ready to take advantage of technology & boost your resultsPhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Every customer goes on a journey with your business. Find out what that journey is and how to make the most of it for both you and your customer.In this episode you'll discover:why it’s so important to understand the rules of human relationshipsthe 5-step journey that gets a contact to a customer and then a raving fan of your businesshow the ‘bow tie funnel’ could help ensure your sales and marketing processes are more effective, reliable and profitablePhil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.Resources for this episodeDownload an infographic of the bow tie funnel (courtesy of In The Know)

Business owner and marketer Phil Slorick (connect on LinkedIn) and marketing expert Zoe Cuthbertson (connect on LinkedIn) discuss the concept of the Million Dollar Customer, and what this means for you and your business.In this episode you'll discover:what really makes for a powerful brand... and why it's about more than how you lookwhy being consistent in how you present your business is so valuablesimple steps you can take to start building the brand you needPhil and Zoe reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Business owner and marketer Phil Slorick (connect on LinkedIn) and marketing expert Zoe Cuthbertson (connect on LinkedIn) discuss the concept of the Million Dollar Customer, and what this means for you and your business.You'll discover why finding your own Million Dollar Customer could be the most important and profitable thing you do in your business.Phil and Zoe reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Business owner and marketer Phil Slorick (connect on LinkedIn) and marketing expert Zoe Cuthbertson (connect on LinkedIn) discuss the concept of the Million Dollar Customer, and what this means for you and your business.In this episode you'll discover:the three things that every customer wants you to be clear aboutwhat your customers really want from you... and what they don'thow your failures in business can be just as valuable as your successesthe secret to tapping into how your customers think and taking advantage of that to help grow your businessPhil and Zoe reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.