July 8, 2022

Using vertical segmentation to tailor messaging w/ Danielle Lewan


Danielle Lewan,  VP of Marketing at Black Kite, talks with Jeremy about cultivating trust with naturally skeptical clients.

Highlights:

  • Strategies for connecting with a skeptical audience
  • How to use vertical segmentation to effectively tailor messaging
  • Pitfalls to avoid when trying to gain trust from clients

Learn more about Black Kite
Connect with Danielle on LinkedIn

Memorable Quotes:

"There is an area of opportunity for everything. It might not have been done in the past, it might not have been successful in the past, but make sure that you're looking for those opportunities and taking advantage of them and at least trying."

"We're trying to capture a market that, again, has unfortunately been burned in the past and help them understand what better tools and solutions are out there that will alleviate some of the concerns that they're having."

"The moment that you're able in every single decision that you make to pivot that dial to ask what are they getting out of this? What is the customer going to benefit from this conversation or this advertisement, or this medium that I'm trying to reach them through? If you don't have an answer to that, then you probably shouldn't be doing what you're doing."