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Laddering: Unlocking the Potential of Consumer Behavior Hardcover – July 15, 2013
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From the Inside Flap
It's a consumer-powered economy.
The introduction of new disruptive technologies in recent years has changed the rules of marketing and product development forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with almost limitless choices for making a purchase in a shrinking decision window. Consumers are looking for a relationship, not a transactionthey want to be acknowledged and understood. Therefore, it is crucial to understand what drives customer behavior in order to design products, marketing, and experiences that will succeed.
Laddering outlines a process that powers companies to a better understanding of customers by asking the right questions of your customers and your data. To make smart decisions and determine true ROI, it is vital to get to the core of a customer's behavior. Laddering provides the framework for evaluating what marketing messages, campaigns, and experiences are most appropriate for your audience. Author Eric Holtzclaw's process will create the wisdom you need to unlock the potential of your product or service in today's marketplace. Inside, you will learn how to:
- Understand your customers' DNA; that is, why consumers buy from you
- Capitalize on the true patterns of why people buy
- Unlock your company's big data to make smarter, informed decisions
- Define the consumers' core motivations and buying ecosystem
Marketing and product development teams need a wake-up call to shift their focus to what's really important. It's time to create new rulesand new ways of doing business and measuring success. Laddering makes you look at your customers in a new light to see a path to maximizing your profits and reducing your support costs. Understand what to build and how to market for success in the new many-to-many economy.
From the Back Cover
Praise for Laddering
"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric's insightful experience to improve your communication with the people who buy and use your products."
BRETT FARMILOE, Employee 01, Markitors
"Big data isn't about the numbers. It's about the people who are represented by the numbers. Laddering shows you how to effectively build and nurture relationships with your customers."
JOHN DAVIDSON, CEO, Curious Analytics
"This is the manual on interview techniques that anyone in the customer discovery phase of their lean startup should religiously read. Put this book next to Eric Ries's and Steve Blank's books on lean startups. Without it, you're just fooling yourself about what your customers want."
MICHAEL MEALLING, cofounder, Pipefish
"The new economy requires that you get to know your customers intimately. Eric provides the techniques you need to ask, listen, and learn from your customers. The approach he outlines in Laddering drives new strategies that lead to increased customer engagement."
SCOTT FREY, President and CEO, PossibleNOW
"From Bernays to Blakley . . . Holtzclaw goes beyond big data and asks the crucial question of consumer behavior: why? Eric is the consumer's champion, diving deep into our DNA. He explains why Groupon is failing and why big data is not our savior."
BRANDY NAGEL, author of Digitally Famous
Top Customer Reviews
If read closely, consider it a small investment for anyone who is a marketing professional, small business owner or who enjoys being creative while profiting from their abilities. I was very impressed - it's a rarity that you'll find a book on the topic that is not self-fulfilling, but rather entertaining and informative.
I'm yet to give any book on marketing (specially find any book on Amazon about customer behavior) over 3 stars and this one is a 4.5.
Most Recent Customer Reviews
Laddering typically refers to a specific interviewing technique introduced by Reynolds and Gutman in the 1980s. Read morePublished on May 21, 2014 by Ilya Vedrashko
A thought provoking way of approaching how consumers make decisions. I would highly recommend this book to business owners and marketers. Eric's approach is timely and timeless.Published on October 14, 2013 by Jon Herron
This book really opened my eyes to some of the inherent flaws in focus groups. More importantly, it lays out a strategy to get better information at a lower cost. Read morePublished on October 5, 2013 by Carolyn Wohl
I enjoyed reading Laddering. It is a great book that provided me a lot of useful information! I know I will be able to help my business grow based on what I learned from this... Read morePublished on August 20, 2013 by Lisa Goodman