Craig Henrickson's guest appearances

Craig Henrickson

Marketing Trends

Ryan Green

Steve Robinson

Kai Wright

Karen Wickre

Grant Johnson

Stu Heinecke

Brian Rothenberg

Geoffrey Miller

Travis Chambers

Jay Baer

Jaleh Rezaei

Joe Chernov

Kurt Stoll

Jason Rose

Sean Whiteley

OwlTail

Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you  Craig Henrickson they are industry-impacting. Craig is the Vice President of Marketing for Kinestral Technologies and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot. 3 Takeaways:  When trying to sell something, like smart glass, you have to be able to answer questions about product utility and why it matters to the individual(s) you’re selling to There are certain personas you deal with in your customer base, but you can’t focus solely on the ones with the most buying power — each persona is important The customer journey is important because customer referrals are what keep you going  --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you <a href="https://www.linkedin.com/in/craig-henricksen-1175511/" rel="nofollow" target="_blank"> Craig Henrickson</a> they are industry-impacting. Craig is the Vice President of Marketing for <a href="https://www.kinestral.com/" rel="nofollow" target="_blank">Kinestral Technologies</a> and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot. 3 Takeaways: <ul> <li>When trying to sell something, like smart glass, you have to be able to answer questions about product utility and why it matters to the individual(s) you’re selling to</li> <li>There are certain personas you deal with in your customer base, but you can’t focus solely on the ones with the most buying power — each persona is important</li> <li>The customer journey is important because customer referrals are what keep you going</li> </ul> --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at <a href="https://www.salesforce.com/solutions/by-role/salesforce-for-marketing/?d=sfdc-redirect-116&amp;internal=true" rel="nofollow" target="_blank">salesforce.com/marketing. </a> To learn more or subscribe to our weekly newsletter, visit <a href="http://bit.ly/2DF9f55" rel="nofollow" target="_blank">MarketingTrends.com</a>.

Marketing the Future In an Older Industry with Kinestral VP of Marketing, Craig Henrickson