Understanding Buyer Behavior with Heuristics | Don’t Target Growth
In Episode Three, we interview Daniel Burstein, Senior Director of Content and Marketing at the MECLABS Institute – a Jacksonville-based marketing research firm that publishes educational and professional development content for marketing executives via the MarketingSherpa and MarketingExperiments Brands.
We’ll learn how content has the power to tell a story that moves clients to make the buying decision. To paraphrase Daniel: “Buyers make decisions based on gut, and backfill with logic.”
He breaks down MECLABS’ conversion heuristic that predicts the likelihood of conversions based on five factors. We explore the application of the heuristic with Software as a Service (SaaS) in the commercial real estate industry as an example.
During the discussion, we get into Daniel’s background in marketing research, why he thinks there’s a parallel between comedy and marketing, and how we should focus on thought ‘servantship’ rather than ‘leadership.’
Find lessons from MarketingExperiments’ new show here: https://marketingsherpa.com/forthegood
Let’s get started.
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