As a serial B2B tech founder, I can tell you that customer discovery is absolutely essential. It’s the foundation upon which successful products, effective marketing, efficient sales, and ultimately, satisfied customers are built. Customer discovery is the process of deeply understanding your potential customers’ needs, pain points, and motivations. It involves going out and talking to your target audience to gather insights that will inform every aspect of your business.
Product Development
- Validating the Problem: Customer discovery helps you validate whether the problem you’re trying to solve is actually a real problem for your target customers. Too often, startups build solutions based on assumptions, only to find out that nobody actually needs or wants what they’ve created. Talking to potential customers early on allows you to test your assumptions and ensure you’re building something that people will actually use.
- Identifying Unmet Needs: Through customer discovery, you can uncover unmet needs and pain points that you might not have been aware of. These insights can lead to new product features, improvements, or even entirely new product offerings.
- Prioritizing Features: Customer discovery helps you prioritize which features to build first. By understanding which problems are most pressing for your target customers, you can focus your development efforts on the features that will deliver the most value.
- Ensuring Product-Market Fit: Customer discovery is crucial for achieving product-market fit, which means that your product satisfies a real market need. Without it, you risk building a product that nobody wants, leading to wasted time, money, and effort.
- Iterating and Refining: Customer discovery is an iterative process. As you gather feedback from customers, you can refine your product and make sure it continues to meet their evolving needs. This ongoing feedback loop is essential for building a product that stays relevant and competitive.
- Reducing Development Risks: By building based on validated needs, you minimize the risk of costly product iterations.
Marketing
- Crafting Compelling Messaging: Customer discovery provides the insights you need to craft compelling marketing messages that resonate with your target audience. By understanding their pain points, motivations, and language, you can create messaging that speaks directly to their needs.
- Identifying the Right Channels: Customer discovery can help you identify the marketing channels where your target audience spends their time. This allows you to focus your marketing efforts on the channels that will be most effective in reaching your ideal customers.
- Creating Targeted Campaigns: With a deep understanding of your target audience, you can create highly targeted marketing campaigns that address their specific needs and interests. This leads to higher conversion rates and a better return on investment.
- Developing a Strong Value Proposition: Customer discovery helps you articulate your product’s unique value proposition. By understanding what your customers value most, you can communicate the benefits of your product in a way that resonates with them.
- Enhancing Lead Generation: Customer discovery informs marketing strategies, from enhancing lead generation to improving customer loyalty.
Sales
- Qualifying Leads: Customer discovery helps your sales team qualify leads more effectively. By understanding the needs and pain points of potential customers, they can quickly determine whether your product is a good fit.
- Tailoring Sales Pitches: Customer discovery enables your sales team to tailor their sales pitches to the specific needs of each prospect. This personalized approach increases the chances of closing a deal.
- Overcoming Objections: By understanding the objections that potential customers have, your sales team can prepare effective responses and overcome those objections.
- Building Relationships: Customer discovery helps your sales team build relationships with potential customers. By demonstrating a genuine interest in their needs and challenges, they can establish trust and rapport.
- Improving Closing Rates: Ultimately, customer discovery leads to higher closing rates. When your sales team understands the customer’s needs and can effectively communicate the value of your product, they are more likely to close deals.
- Aligning Sales with Customer Needs: Customer discovery ensures that your sales efforts are aligned with the actual needs and pain points of your target audience.
Customer Success
- Onboarding New Customers: Customer discovery informs the onboarding process for new customers. By understanding their needs and goals, you can create a customized onboarding experience that sets them up for success.
- Providing Ongoing Support: Customer discovery helps your customer success team provide ongoing support that meets the evolving needs of your customers. By staying in touch and gathering feedback, they can identify and address any challenges that customers may be facing.
- Driving Adoption and Engagement: Customer discovery can help you identify ways to drive adoption and engagement with your product. By understanding what motivates customers to use your product, you can create strategies to encourage them to use it more effectively.
- Increasing Customer Retention: Ultimately, customer discovery leads to higher customer retention rates. When customers feel that you understand their needs and are committed to their success, they are more likely to remain loyal to your business.
- Turning Customers into Advocates: Happy and successful customers are more likely to become advocates for your product. They will recommend it to others, write positive reviews, and serve as valuable sources of referrals.
Key Questions to Ask During Customer Discovery
To effectively conduct customer discovery, here are some key questions to ask your target audience:
- What are the biggest challenges you face in your workflow?
- How often do these issues occur?
- How are you currently solving these problems?
- Do your colleagues experience the same difficulties?
- Is this issue common in your industry?
- Would you be willing to switch to/pay for a new solution?
- What features in a solution are important to you?
By asking these types of questions, you can gain a deep understanding of your customers’ needs and pain points. This information will be invaluable in informing your product development, marketing, sales, and customer success efforts.
The Cost of Skipping Customer Discovery
Skipping customer discovery can have serious consequences for your B2B tech startup:
- Product Failure: The most common reason why startups fail is that they build a product that nobody wants. Customer discovery helps you avoid this by ensuring that you’re building something that solves a real problem for a specific target audience.
- Wasted Resources: Developing a product that nobody wants is a waste of time, money, and effort. Customer discovery helps you focus your resources on building something that will actually generate revenue.
- Missed Opportunities: By not talking to potential customers, you may miss out on valuable insights that could lead to new product features, improvements, or even entirely new product offerings.
- Ineffective Marketing: Without a deep understanding of your target audience, your marketing efforts are likely to be ineffective. Customer discovery helps you craft compelling messaging and identify the right channels to reach your ideal customers.
- Poor Sales Performance: If your sales team doesn’t understand the needs and pain points of potential customers, they will struggle to close deals. Customer discovery enables them to tailor their sales pitches and overcome objections more effectively.
- Customer Churn: If your customers don’t feel that you understand their needs and are committed to their success, they are likely to churn. Customer discovery helps you build lasting relationships with your customers and ensure that they are satisfied with your product.
In conclusion, customer discovery is not just a nice-to-have, it’s a must-have for B2B tech startups. It’s the foundation upon which successful products, effective marketing, efficient sales, and ultimately, satisfied customers are built. By investing the time and effort to deeply understand your target audience, you can significantly increase your chances of success.
Understanding Customer Discovery
Customer Discovery (CD) is a fundamental process that helps businesses understand their customers’ needs, pain points, and behaviors before developing a product or service. It involves engaging directly with potential users to validate assumptions about the market and gather insights that will inform product development, marketing strategies, sales approaches, and customer success initiatives.
The concept of customer discovery became prominent through the Lean Startup methodology, pioneered by Steve Blank and Eric Ries. This approach emphasizes the importance of getting out of the building to interact with customers, rather than relying solely on internal assumptions. The goal is to reduce risks, avoid costly mistakes, and create solutions that genuinely address customer needs.
Key Elements of Customer Discovery
- Engagement: Direct interaction with potential customers through interviews, surveys, and focus groups.
- Validation: Testing hypotheses about customer needs and market demand.
- Iteration: Continuously refining understanding based on feedback.
- Insight Generation: Uncovering deep insights about customer behavior and preferences.
Customer Discovery in Product Development
Designing Buyer Personas
Customer discovery plays a critical role in designing buyer personas, which are semi-fictional representations of your ideal customers based on real data and insights.
- Identifying Pain Points: Through customer interviews and discussions, businesses can identify specific pain points that different segments of their audience experience. This information is crucial for creating accurate buyer personas that reflect the needs and challenges of real users.
- Firmographic Segmentation: Firmographics refer to the characteristics of organizations such as industry, company size, location, and revenue. By integrating firmographic data into the customer discovery process, businesses can create more targeted buyer personas. For instance, a software company may find that mid-sized healthcare organizations face unique challenges compared to large enterprises. Understanding these distinctions allows for tailored product offerings.
- Account-Based Marketing (ABM): Customer discovery informs ABM strategies by ensuring that marketing efforts are aligned with the specific needs of targeted accounts. By understanding the personas within these accounts—such as decision-makers versus end-users—marketing teams can craft personalized messages that resonate with each group.
Achieving Product-Market Fit
The insights gained from customer discovery help ensure that products are developed with a clear understanding of market needs. This alignment is crucial for achieving product-market fit, where the product effectively addresses the identified pain points of the target audience.
Customer Discovery in Marketing
Persona-Value Matrix for Experimentation
A persona-value matrix is a strategic tool used in marketing to align buyer personas with the value propositions of a product or service.
- Creating Experiments: By mapping out how different personas perceive value from various features or benefits, marketing teams can design experiments aimed at improving conversion rates across the funnel. For example, if a particular persona values cost savings over innovation, marketing messages can be tailored to emphasize cost-effective solutions.
- Testing Messaging: Customer discovery allows marketers to test different messaging strategies based on insights gathered from potential customers. By running A/B tests on campaigns targeted at specific personas, businesses can determine which messages resonate best and refine their approach accordingly.
- Improving Conversion Rates: Continuous experimentation informed by customer discovery leads to optimized marketing strategies that improve conversion rates at various stages of the buyer’s journey—from awareness to decision-making.
Customer Discovery in Sales
Connecting to a Sales Discovery Playbook
Customer discovery is integral to developing a sales discovery playbook—a set of guidelines and best practices for sales teams when engaging with prospects.
- Understanding Buyer Needs: Insights from customer discovery inform sales teams about the specific challenges and pain points faced by potential customers. This knowledge enables sales representatives to tailor their pitches effectively.
- Qualifying Leads: A well-informed sales discovery playbook includes criteria for qualifying leads based on the insights gained during customer discovery. Sales teams can prioritize leads that closely match the identified buyer personas and their associated needs.
- Overcoming Objections: By understanding common objections raised by prospects during customer interactions, sales teams can prepare effective responses that address these concerns directly.
Customer Discovery in Customer Success
Feeding Insights Back into Customer Discovery Research
The role of customer success teams extends beyond ensuring satisfaction; they also play a vital role in feeding information back into the customer discovery process.
- Identifying Expansion Opportunities: Customer success teams interact with existing customers regularly and can identify opportunities for upselling or cross-selling based on their evolving needs. For example, if customers express interest in additional features or services during support interactions, this feedback can inform future product development efforts.
- Gathering Feedback for Iteration: Ongoing conversations with customers provide valuable insights into how well products are meeting their needs. This feedback loop allows businesses to iterate on their offerings continuously and refine their understanding of customer pain points.
- Enhancing Buyer Personas: As customer success teams gather data about existing customers’ experiences and challenges, they can update and refine buyer personas to reflect current market realities better. This ensures that all departments—product development, marketing, sales—are aligned with an accurate understanding of who their customers are.
Conclusion
Customer discovery is an essential process that underpins successful product development, marketing strategies, sales approaches, and customer success initiatives in B2B tech startups. By engaging directly with potential customers and gathering insights about their needs and pain points, businesses can create accurate buyer personas, optimize marketing efforts through experimentation, enhance sales strategies via a structured playbook, and ensure ongoing satisfaction through effective customer success practices.
Incorporating these principles into your business strategy not only reduces risks associated with product development but also fosters a culture of continuous learning and adaptation—key ingredients for long-term success in today’s competitive landscape.
Startups often dream of building “moonshot” products – solutions so innovative and impactful they revolutionize an industry and solve massive customer problems. The challenge, however, lies in bridging the gap between this ambitious vision and the practical reality of building a product in an agile, iterative way, focusing on delivering value early and often. This post explores how startup founders can effectively derisk their moonshot product by strategically decomposing it, prioritizing customer learning, and tackling the most challenging aspects head-on.
The “Moonshot Product” Mindset
Forget spaceships; think problem-solving superpowers. A “moonshot product” isn’t just about cutting-edge technology; it’s about identifying a deeply felt customer pain point and crafting a radical solution that seems almost impossible today. This solution should:
- Address a Significant Problem: Solve a problem that impacts a large segment of potential customers. The bigger the problem, the bigger the opportunity.
- Propose a Radical Solution: Go beyond incremental improvements. The solution should be fundamentally different and offer a 10x improvement over existing alternatives.
- Leverage Breakthrough Technology (or its smart application): Use technology in a novel way to achieve the desired outcome. This could involve new technologies, or simply applying existing technology in a more effective way.
The goal is to create a product so compelling that it fundamentally changes how customers solve their problems.
Embracing Customer-Centric Agile Iteration
Agile development, centered around delivering Minimum Viable Products (MVPs), is the antithesis of “build it and they will come.” It’s about constant learning and adaptation based directly on customer feedback. This means:
- Validating Ideas: Rigorously testing assumptions about customer needs and your proposed solution.
- Rapid Iteration: Adapting the product based on feedback at short intervals.
- Customer Focus: Ensuring the final product aligns with user needs and desires, making it more likely to attract paying customers.
Think of it as navigating to the moon, not in one giant leap, but in thousands of tiny, course-correcting maneuvers.
Decomposing the Moonshot: Identifying and Derisking the Hardest Parts
The key to derisking a moonshot product is to break it down into its fundamental components and systematically eliminate the most critical risks early on. Instead of focusing solely on “derisking,” prioritize customer learning and rapid validation of assumptions. This involves a shift in mindset from simply minimizing potential losses to actively seeking knowledge and accelerating the path to product-market fit.
- Map the Customer Journey & Problem: Start with a deep understanding of the customer’s problem. Map out their current journey, highlighting pain points and unmet needs. This creates a solid foundation for your solution.
- Identify Key Assumptions: List all the assumptions underlying your moonshot vision. These are the beliefs you hold to be true about your customers, the technology, and the market. Be brutally honest and challenge every assumption.
- Prioritize the Riskiest Assumptions: Identify the assumptions that, if proven false, would invalidate your entire product vision. These are your “kill signals.” Focus your initial efforts on validating (or invalidating) these assumptions.
- Experimentation is Key: Design experiments to test your riskiest assumptions. This doesn’t always require building a fully functional product. It can involve:
- Concierge MVP: Manually providing the service your product will eventually automate.
- Wizard of Oz MVP: Creating a product that appears fully functional but is actually powered by humans behind the scenes.
- Landing Page Test: Gauging customer interest and gathering emails before building anything.
- Focus on Customer Learning: Each experiment should be designed to answer a specific question about your customers and their needs. Are they willing to pay for this solution? Do they understand the value proposition? What are their biggest concerns?
- Iterate Based on Evidence: Use the data from your experiments to inform your product development. Be prepared to pivot or even abandon your initial vision if the evidence suggests it’s not viable.
Kill Signals: Knowing When to Fold
Even the most promising moonshots can fail. Setting clear “kill signals” upfront helps you make tough decisions based on data, not emotion. Kill signals are predefined metrics or outcomes that, if not met within a specific timeframe, signal that the project should be abandoned or significantly altered.
Examples of Kill Signals:
- “Less than 10% of users actively engage with the core feature after one week.”
- “Customer acquisition cost exceeds a pre-defined threshold.”
- “We are unable to achieve a minimum level of accuracy with our AI model after X months.”
The Power of Iteration: Navigating to Your Moonshot
The path to a successful moonshot product is rarely linear. It’s a journey of continuous learning, adaptation, and refinement. Embrace the iterative process, be ruthless in prioritizing customer learning, and be willing to adapt your vision as you gain new insights. By focusing on derisking the most challenging aspects early on, you can significantly increase your chances of building a killer product that truly solves a major customer problem.
Conclusion
Building a moonshot product is a bold endeavor. By embracing a customer-centric, agile approach, prioritizing customer learning, and focusing on derisking the most challenging aspects early on, startups can transform their ambitious visions into real-world solutions that revolutionize industries and create lasting value for customers. The journey to the moon is paved with validated assumptions and discarded hypotheses.
B2B SaaS for Construction Project Management: A Derisking Example
Imagine you’re building a B2B SaaS platform aimed at revolutionizing construction project management. Your moonshot vision is to create a platform that eliminates delays and cost overruns by providing real-time visibility, predictive analytics, and seamless communication across all stakeholders (general contractors, subcontractors, suppliers, and owners).
The Riskiest Assumption
“Subcontractors are willing to adopt a new platform for communication and project updates, even if it requires them to change their existing workflows.”
This is critical because if subcontractors, who are often resistant to new technology and have limited resources, don’t adopt the platform, the entire value proposition falls apart.
Alternative Derisking Experiment: The “Subcontractor Liaison Program”
Instead of building the entire platform with all the bells and whistles, you launch a “Subcontractor Liaison Program.” This involves the following:
- Identify Target Subcontractors: Select a small group of subcontractors representing different trades (e.g., electrical, plumbing, HVAC) and project sizes.
- Manual Data Collection and Input: Offer a dedicated “liaison” (a member of your team) to work directly with these subcontractors. The liaison attends their project meetings, collects relevant data (schedules, change orders, RFIs), and manually inputs it into a simplified spreadsheet or a basic project management tool.
- Personalized Reporting and Support: The liaison then generates personalized reports and insights for the subcontractors based on the data. This could include early warnings about potential delays, cost overrun projections, or summaries of key communication threads. You are manually providing a fraction of the benefit from your moonshot, to a small set of users.
- Gather Feedback and Iterate: Closely monitor the subcontractors’ engagement with the liaison and the reports. Gather feedback on the usefulness of the information, the ease of use of the process, and any pain points they experience.
Why this works:
- Low-Cost Validation: This approach allows you to test the core value proposition (real-time visibility and predictive insights) without building a complex platform.
- Direct Customer Interaction: You gain invaluable insights into the subcontractors’ workflows, communication patterns, and technology adoption barriers.
- Build Relationships: You build strong relationships with early adopters, who can become valuable advocates and sources of future feedback.
- Iterative Development: You can use the feedback to prioritize features and design a platform that truly meets the needs of your target users.
Kill Signals (Example):
- “Subcontractors consistently fail to provide data to the liaison, despite reminders and support.”
- “Subcontractors report that the insights provided by the liaison are not actionable or relevant to their work.”
- “Subcontractors are unwilling to dedicate time to review the reports or attend feedback sessions.”
Key Takeaway
The “Subcontractor Liaison Program” allows you to validate the core value proposition of your construction project management SaaS before investing heavily in building the full platform. It prioritizes customer learning and allows you to iterate based on real-world feedback, significantly derisking your moonshot.
This example moves away from complex AI and focuses on a more practical, customer-centric approach suitable for vertical B2B SaaS. The goal is to learn if your solution will actually solve the customer’s problem, before you build it.
I do a ton of meetings with B2B founders – most have a strong product management, marketing, sales or subject matter expertise – some even have a strong background in marketing at scale. But most have no idea how to standup a V1 Go-To-Market (GTM) strategy. And it’s understandable – starting with a blank canvas is like a map without coordinates and no north star. Worse still, everyone of them knows that time and budget are working against them. If they don’t develop a measurable thesis, they’ll never be able predict growth with any accuracy.
In the thrilling (and frightening) world of B2B startups, the name of the game is alignment—aligning your groundbreaking product with the folks who need it most. Instead of diving headfirst into the vast ocean of possibilities, why not try a more targeted, nimble approach to developing a GTM strategy?
Picture this: a series of tiny, targeted experiments that help you fine-tune your GTM. Intrigued? Let’s explore how you can build a persona-value matrix to uncover those golden customer segments and streamline your GTM efforts.
Why a Scattergun GTM Approach Will Kill Your Startup
We’ve all been there, casting a wide net with the hope of snagging a few interested fish. But for B2B startups, this unfocused GTM strategy can lead to a slippery slope of wasted resources. Think of it as throwing a party and inviting everyone on your contact list, only to realize you’re out of snacks before the real VIPs even arrive. Here’s a peek at the pitfalls of spreading yourself too thin:
Budget Blowouts
Going big with broad campaigns can mean big bucks. Without clearly defined personas, efforts to reach the masses often fall flat, leading to low engagement and conversion rates. It’s like handing out flyers for a rock concert at a knitting club—probably not the best fit.
- Ad Spend Sinkholes: Investing in generic ads results in clicks from folks who aren’t even remotely interested in buying. Your customer acquisition costs (CAC) balloon, and your ROI doesn’t even send a postcard.
- Content that Misses the Mark: Churning out content that’s too broad can leave even the most well-crafted pieces gathering digital dust. Remember, content is king—but only if it’s speaking the right language to the right audience.
Time Ticking Away
Time is your most precious currency, especially in the early stages. An unfocused GTM approach can turn learning into a slow crawl. Every second spent chasing the wrong leads is a second that could have been used to woo those high-potential prospects.
- Sales Cycle Stagnation: Long sales cycles with ill-suited leads can stretch your resources thin. It’s like trying to sell snow boots in the desert—tough and time-consuming with little payoff.
- Product Feedback Delays: Engaging with the wrong crowd means missing out on valuable feedback that could propel your product forward. You want insights, not crickets.
So What’s the Playbook?
Step 1: Laying the Groundwork with Personas and Value Propositions
Your GTM strategy’s secret sauce? A rock-solid understanding of Personas and Value Propositions. By defining these two dimensions, you can steer your experiments to align your solutions with the genuine needs of high-potential segments.
Crafting Hyper-Relevant Personas
Personas are your ticket to targeting with laser precision. Forget about those broad strokes—zero in on the decision-makers who hold the keys to the kingdom.
- Firmographics Focus: Identify key characteristics like industry, company size, and location. They’re your clues to whether a company might be grappling with challenges your product can solve.
- Role and Title Tuning: Within those firmographics, pinpoint the movers and shakers, like the VP of Revenue Operations or the IT Director. Knowing who’s calling the shots helps you tailor your outreach.
Mapping Value Propositions (Pains)
Next, connect the dots between personas and their specific pain points. Whether it’s “increased revenue predictability” or “streamlined data integration,” knowing what makes them tick is your ace in the hole.
- Pain Point Profiles: Lay out the challenges your product addresses, like cost optimization or scalability. Align these with your personas for maximum impact.
- Value Proposition Prioritization: Rank them by relevance to each persona. CFOs love a good ROI, while IT Managers might care more about seamless integration.
This foundation sets the stage for targeted experimentation, paving the way for a persona-value matrix that guides your GTM decisions.
Step 2: Running the Experimentation Gauntlet
Experimentation is where the magic happens. By launching small, focused campaigns, you gather insights that don’t break the bank.
Picking Channels and Crafting Campaigns
Startups should tailor their channel choices and campaign designs to meet each persona’s unique preferences.
- Channel Choices: Think LinkedIn, email outreach, or niche forums. Keeping it focused lets you concentrate your efforts where they’ll shine brightest.
- Pilot Campaigns: Target a single persona within a narrow segment. It’s like trying out a new recipe—start small, tweak as needed.
A/B Testing for Precision
Use A/B testing to fine-tune your efforts. Test different messages, subject lines, or styles, and let the data guide you to the sweet spot.
Collecting Data Like a Pro
Track engagement metrics to see which personas are vibing with your solution. This data fuels your persona-value matrix, highlighting where your pitch packs the most punch.
At the earliest stage, this might just be manual collection of results added to a Google Sheet. But over time, this process should mature into more detailed funnel metrics housed in your CRM.
Step 3: Constructing the Persona-Value Matrix
As the puzzle pieces fall into place, you’ll spot patterns in your data. This persona-value matrix becomes your treasure map, showing where demand is hot and guiding your GTM choices.
- Demand Pattern Mapping: Look for clusters of enthusiastic engagement. If healthcare IT managers love your security angle, that’s a lead worth chasing.
- Refining Target Personas: Continuously refine your personas based on insights, creating a clear roadmap for future outreach.
Step 4: Crafting Persona-Specific Messages
With your persona-value matrix in hand, tailor your messaging to speak directly to each persona’s needs. Personalized outreach equals happy, engaged prospects.
Role-Specific Storytelling
Make your message sing by focusing on each persona’s unique value drivers.
- Persona-Driven Content: Write distinct value propositions. CFOs want cost savings; IT Managers crave seamless integration.
- Format Fun: Experiment with formats like white papers, case studies, or videos. Different personas, different preferences.
Constant Refinement
Keep refining your messaging as feedback flows in. It’s an ongoing process that ensures your outreach stays relevant and impactful.
Step 5: Analyzing Conversion Patterns for Future GTM
Track conversion rates to understand what’s working. Your persona-value matrix helps predict ROI and shapes your future GTM strategies.
- Funnel Metrics Monitoring: Use the matrix to pinpoint high-conversion personas. That’s where you’ll find your sweet spot for future efforts.
Conclusion
By conducting small, efficient experiments, your B2B startup can turn those tiny, targeted experiments into a powerhouse GTM strategy. Here’s to building connections and creating value, one persona at a time!
Happy to announce that we just launched a new website for Dayna’s new education consultant business, MyEdAdvisor.
Dayna has been working with high school and college students for more than 20 years, providing a combination of mental health and educational advisory services. Over her last few years of working with an at-risk population of teens, she’s become inspired to help teens cope with the stress and anxiety typically associated with finding and applying for colleges.
In addition to explaining the type of College Counseling services she offers, she’s planning to blog about some of the insights and challenges that she commonly sees with teens and their families as they work through some of these tough decisions.
Check out the site and let us know what you think!
I just published a piece about the importance of having a conversation with Millenials, rather than directing traditional “top down” advertising at them. The article includes 10 ideas that can help you connect with them on their terms.
Read the complete post here.
