The fourth element of customer obsession is pioneering new frontiers. This is about not only standing out from your competitors but competing in a space that only you can own. Let’s look at some examples.
Our first example is Google Cloud’s partnership with Major League Baseball (MLB), which takes cloud technology and capabilities and makes them relatable through sports.
What’s more, it brings a value-add to that sport by attracting more viewers. We provide Statcast, which enables MLB to use machine learning, and our Anthos service, which brings new statistics to an old ball game. It's always been a data-driven sport, but this takes it to the next level.
Similarly, AWS has a partnership with the NFL. Next-gen stats powered by AWS machine learning can make predictions on the speed of a runner and the live win probability. These are both super interesting ways of showing products and services in action through pure marketing execution.
Another example of pioneering is the creation of new sports and experiences. Back in 2018, AWS started the DeepRacer League, which uses reinforcement learning to drive 1/18th scale autonomous vehicles around a track, creating a racing league that exists both online and in person.
This was based on the insight that developers want to belize telegram number make machine learning accessible and democratize that technology.
All of these pioneering ways of engaging with customers were built on insights about who they are and what they like. Developers love sports, they want new ways to learn, they want friendly competition, and they want to be the hero.
Each of these moves is so insight-driven and powerful that it takes customers beyond just engaging with the company for its services and creates true fans of the brand.
Strategy five: Repeat
The final strategy is repetition. True customer obsession is an ongoing cycle of learning, innovating, delighting, and pioneering, not a one-off set of activities. You need to make this part of your DNA and the rhythm of the business. If you can do that, you will truly up your game and take your customer obsession to the next level. I’m excited to see how you apply this customer-obsessed ethos to your product marketing.
Finally, a little about me...
Hello, my name is Sally Revell, and I'm delighted to be able to share five key strategies that will take your customer obsession to the next level. I’m the Head of Product Marketing at Google Cloud for their Infrastructure and App Ecosystem, but all the thoughts and opinions I share here are my own.