In the short video, I want to introduce you to four of my favorite ways to get deeper customer insight into what's going on within your prospects and customers.

Simple Q&A blog post interviews

First and foremost, think about using simple Q&A blog post interviews with your prospects and customers to find out about how they got into where they are right now, how they fit in with their teams, how their teams fit in with the rest of the company, what are the big priority initiatives they're working on.

What advice they'd offer to someone that's just getting started, what advice they'd offer to someone who's been in the business for quite some time, as well as what they see the future of their job role in their industry looks like.

Video podcast where your interview prospects and customers

In addition to running these simple Q&A blog interviews, you could do a video podcast where your interview prospects and customers on webcam and get them to share their thoughts around this.

Above and beyond, this standard tactic of running your interviews on video or audio conference or blog posts, when you're able to and when it makes sense, you can also travel out to client sites and do professional videography where you interview them in person for highly produced case study kinds of interviews.

Audio podcast

From the video podcast, you could extract an audio podcast. So, in addition to having great video content to share on YouTube and similar kinds of video sites, you'll also have audio content that you can share on Apple Podcasts and similar types of more traditional audio podcast sites. 

But the beauty of all of these interviews starting on videos, from video, you can go to audio, and from audio or video, you can quickly transcribe it and turn it into print content. 

It's typically way more challenging to go from print to video, which is why it's so much easier to capture in the video format first.

Get more mileage for your podcast interviews

In addition, you could double-dip, and at the same time, you're getting customer insight, creating valuable content marketing assets in this context. By creating a series of podcast interviews around this, you can also use paid amplification around this.

For example, if you're doing account based marketing, it may make sense to take these interviews and use LinkedIn Ads to get to other stakeholders in the same company or similar kinds of companies.

But again, the primary source on this is usually going to be prospects that are an especially good fit for your ideal client profile.

So hopefully, this has given you some good food for thought on some customer insight strategies that you can use to grow your go-to-market GTM strategy for your infrastructure as a service, software as a service, or fintech company.


I would love to hear about what you're doing in your own company to get better customer insight. Let me know in the comments below. 

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