All Posts By

Nichole Elizabeth DeMeré

Customer Development, Customer Experience, Customer Success, SaaS

Customer Feedback Survey Methods are Changing Dramatically – This is How to Keep Up ft. @Wootric

customer feedback
Customer feedback is having a renaissance of sorts – it’s always been “important,” but never has it been so sought after or so foundational to fast-growing businesses. It’s the cornerstone of such methodologies as The Lean Startup and Jobs to be Done, and vital to finding product/market and problem/solution fit.

Established companies are also going back to their customers, because they know that with better feedback, they can improve the customer’s experience, win loyalty, and create brand advocates – even if getting that feedback requires finally transitioning out of legacy systems everyone is ‘used to.’

It’s no wonder that with the sudden attention from high-tech startup founders and CEOs – customer feedback methods are changing. Quickly. They’re becoming faster, easier, less intrusive, more intrinsic, and the ability to decipher the results of that feedback has changed too.

Read More on Wootric
💗 Check out Nichole’s Services for SaaS startups 💗

Photo Friday

Photo Friday: 12/1/17

Taking Instagram photos is my hobby. In this series, I post a few photos on Friday that I recently took.




Follow me on Instagram for more of my work. I also have prints for sale.

Content Marketing, Podcasts, Product Management, SaaS, Startups

#ForgetTheFunnel: [Slide Deck + Video]: 4 Steps to Align SaaS Content Marketing & Product Management

I was absolutely honored to be on Forget The Funnel, with hosts Georgiana Laudi and Claire Suellentrop to discuss four steps to align content marketing and product management.

Check out the video replay for the 30-minute workshop.


Take the growth out of guesswork and get our Playbook to Grow Your Saas Business With Your Customers.

Content Marketing, Women in Tech

Authentic marketing: dangerous jargon or the only way forward? ft. Lauren Van Mullem (@LVanMullem)

Lauren Van Mullem is a conversion copywriter who knows the rules and when to throw them out. She believes authenticity is the only way to market a business sustainably, because it feels good (and character wins in the end).

“So there I was, in a tent in the back-end of Rajasthan, armed with a bucket, chasing a six-inch bug (that looked more like a baby dragon) around the toilet.

“I finally cornered it against a canvas flap and it started vibrating at me. Do dragon-bugs explode? Was this a ticking time-bug? But I believe in humane relocation of even terrifying insects, so I went at it with the bucket, trying to trap it, and accidentally lopped off one of its legs.

“And then it flew off and disappeared. I went to bed knowing there was a giant, now very angry insect somewhere in my tent. I didn’t sleep the whole night.”

Lauren Van Mullem will tell you that she went to India before it was cool – before that whole ‘Eat, Pray, Love and leave your spouse thing.’ But she went for a similar reason, at least in terms of mental and emotional healing.

“I’d just left the first real job I’d had since graduating from college, and the boss was so abusive, and the environment was so toxic, I knew I couldn’t go straight into another job. I needed to clear my head. Stop having nightmares about emails with the subject line ‘See me.’”

She’d saved enough money for one straight shot around the world, touching down in England, India and Tokyo. England and Tokyo because she had friends there. India because, for lack of a perfectly logical reason, she felt called.

When you tell people you’re going to India, you’ll run into a few people who’ve been. They will tell you the same thing: it’s a life-altering experience. I didn’t buy the hype. I should have.

“It’s so completely different. Any sense of control you thought you had over your life, you have to let that go, or the very nature of India will beat it out of you. It’s elemental in that way. And it’s intense. I saw the most beautiful things I’ve ever seen in my life jammed up next to the most horrible things I’ve ever seen in my life. Temples with courtyards of blooming trees, green fields where dozens of women are working wearing bright pink, gold and blue saris. Then young men my age with no legs begging in the train station. Skeletal dogs walking the streets with gaping holes in their rib cages. It’s all there.”

Lauren is the first one to laugh at herself, saying “Yes, two weeks in India is enough to contract giardia and change your life.” But it’s also true. When she came back, she did have clarity.

She never wanted to work in an office again.

But more than that – she never wanted to play by anyone else’s rules again. The only path she wanted to follow was one she forged herself.

“It’s how freelancers are made,” she quips.

In this interview, Lauren talks about how to do marketing in a way that doesn’t play by established rules, how she applies her philosophy to her own website, and why “authentic marketing” is both dangerous jargon and the only way forward.

Read More on Canva
💗 Check out Nichole’s Services for SaaS startups 💗

Content Marketing

How to run a successful blog that attracts brands ft. Serena Faber Nelson (@Pretty_Fluffy)

Serena Faber Nelson moved from TV producer to follow her passion for puppies as a full-time dog-blogger. Here she shares how she differentiated her blog early on, forms genuine relationships with brands organically, and her secrets of a successful media kit.

Pretty Fluffy is an apt name for Serena Faber Nelson’s blog about the joys of having a dog in your life. It’s deliberately light and joyful – both in subject matter and in color scheme – and it was exactly what Serena needed at an emotionally fraught time in her career as a television producer.

“Pretty Fluffy was born out of a need for escape. I’m a trained journalist, and for the last decade and a half I was working as a TV producer for lifestyle shows, like cooking shows, some pet shows (my favorite), and in 2010, a medical documentary series.

“We followed people through their journeys from really rough things, like being diagnosed with cancer and going for treatment, or people who’d been in motor vehicle accidents and were going through multiple surgeries. We were shadowing doctors and got to see what they were doing in these life or death situations.

“For me, that was really confronting. I decided I needed something outside of work that was fun and light and joyful.”

Serena had just gotten married, discovering StyleMePretty along the way, which she said gave her the idea to start her own blog in 2010.

“Pretty Fluffy came about and grew from there. Now it’s my actual job.”

Read More on Canva


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Community, Email Marketing

It’s not marketing – it’s making friends at scale ft. @bythepartygirl

Most bloggers use Instagram, Pinterest, Facebook and Twitter to cultivate their audiences. But lifestyle and party blogger Ashley McAllister has a knack for making friends (and clients) through email subscriptions – something very few bloggers, or businesses, get right.

Canadians party differently than their Stateside counterparts, according to Ashley McAllister, blogger at The Party Girl and Etsy store owner. Americans seem to take things further, creating epic events out of weekend girls’ brunches and balloon-festooned birthday parties for toddlers. Part of the reason, she suspects, is that Americans have so many more resources, including multiple craft stores and Target. Canada has Michaels… and the internet.

Before Amazon, life for a party girl was a lot harder. Especially in a small town just outside of Toronto. Ashley says, “I felt like all of this really cool stuff was out of reach.”

But that seems to have only made Ashley more creative. This woman can make a cake topper out of just about anything.

In a country where the population, outside of a handful of urban centers, is spread out over 3.8 million miles, it can be hard to find people who share your passions. Especially when the dominant culture is a bit more understated.

“There are people up here like me. But I couldn’t find them.”

That began to change with Instagram.

“You see images people are sharing and that creates a following, and as people see images of what other people are doing, that style of party throwing is growing here. Having a theme and different elements and DIY projects. I didn’t used to see that very much. DIY wasn’t that big here except maybe for weddings, and that’s changing.

“But there has been a bit of a gap up here. People thought the DIY projects were out of range.”

The Party Girl blog began as a desire to share her crafts with friends and family, but the more she crafted, the more she felt there was a gap to fill.

“I thought maybe there are other people out there who would like to see this type of thing, or feel like they could do it if they saw someone else do it. The blog began as a way to create that community, where people could see what other people were doing and see that it isn’t crazy, that they weren’t alone, and that it’s not insane to DIY everything for your wedding or bridal shower.”

And it’s in creating community where Ashley McAllister truly shines.

Read More on Canva


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing

The secret to building a business based on sharing what you know ft. Kaleigh Moore (@kaleighf)

Kaleigh Moore is a freelance copywriter who works with clients like AT&T and SumoMe and has been featured in Inc. Magazine, Entrepreneur and CopyHackers. Since beginning her freelancing career in 2013, she has doubled her income every year. In this interview, Kaleigh lets us in on her personal philosophy of building a business based on being kind and sharing what you know.

“I think people hire people. That’s what it comes down to. They want to come to your website and get a feel for who you are as a person – a person who they might potentially hire. If you have stale photos and a formal website, it’s hard to get that feeling from it. You can’t read between the lines. There’s nothing there. You have to provide that sense of who you are for the reader through words and visuals so they can understand who you are before speaking with you.”

The moment you land on Kaleigh Moore’s site, you begin to have a good feeling about who she is – as a writer, a potential team member, and as a person. In that order. It’s deliberate and strategic, but also manages to be incredibly personal.

And it’s simple.

In fact, the way she does business – a business that has doubled every year since she started – is nearly as simple, clean, and uncluttered as her website. Kaleigh is one of those entrepreneurs that seems to have mastered la vita bella – the beautiful life. It’s about being true to who you are, being good to other people, and reaping those rewards.

With just a little strategy and a handful of metrics.

In this interview, we talk about how she uses her website, blog and newsletter to support her business, along with some of her best tips for aspiring freelance copywriters.

Read More on Canva


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Case Studies, Content Marketing, SaaS, Testimonials

[Case Study]: Autopilot (@autopilotus) + Content Promotion & Distribution

How Nichole Elizabeth DeMeré helped Autopilot attract relevant influencers, improve engagement metrics, and improve conversions with her content promotion and distribution package.

“In 2017, I hired Nichole to help promote Autopilot’s content. Not only did she get our content in front of the right people, but she also saved us time and money along the way.” – Jes Kirkwood, SaaS marketer & growth strategist

The Challenge

SaaS marketer and growth strategist Jes Kirkwood was tasked with helping Autopilot improve their content following, but not just by boosting page views and engagement metrics. Autopilot, a marketing automation software company, needed to reach their target audience of SaaS marketers – specifically.

Kirkwood signed up for Nichole Elizabeth DeMeré’s content promotion and distribution package in July, 2017.

The package is designed for this precise purpose: To help companies gain brand recognition among their ideal audiences by sharing their high quality, original content on Nichole’s personal social media accounts, as well as Growth Hackers, Zest.is, SaaS.Community and additional distribution to specialized outlets.

Over the course of two months, Nichole promoted 36 pieces of content. The results?

“In just 2 months, her influence drove 359 new users to our blog, attracted the attention of relevant influencers, and landed our content in an industry newsletter with over 135K subscribers. Better yet, she sparked meaningful conversations with our target audience. If you want to reach and engage SaaS marketers, I highly recommend partnering with Nichole.” – Jes Kirkwood, SaaS marketer & growth strategist

The Numbers

Results:

  • 857 website sessions (average time on site: 0:43 seconds + average 1.33 pages per visit)
  • 359 new users (website visitors)

Top three channels:

  • Twitter (most sessions)
  • Quuu (most new users, i.e., website visitors)
  • LinkedIn (highest quality traffic)

Other benefits:

  • Time savings (approx. 5 hours) syndicating each article to GrowthHackers.com and Inbound
  • Started a meaningful conversation in the Inbound community (attracting influencer attention): (23 upvotes, 29 comments)
  • Landed Autopilot in the Growth Hackers newsletter for Flight School lesson (135K+ subscribers, 3.9K views, 20 upvotes)

In the client’s words:

“Nikki’s content promotion efforts helped drive brand awareness for Autopilot to a highly qualified audience across relevant social media channels and active online communities. Not only did she attract traffic that spent 38% more time on our site compared to our average visitor, she went the extra mile to start meaningful conversations with our target audience.” – Anne Fleshman, Director of Marketing at Autopilot

 

Customer Experience, Customer Success, Emotion, Products, Retention, SaaS, Startups

A Completely Different way to Look at Customer Fit for SaaS Startups ft. @LincolnMurphy

There are so many ways businesses segment customers, and many of them are useless: demographics, location, purchasing histories, size of company, how much the customer pays, and so many more.

But there’s one method of segmentation that tends to be overlooked. And overlooking it will lead, invariably, to churn.

It’s called Appropriate Experience (AX). And I guarantee it’s not what you think.

What is Appropriate Experience?

Appropriate Experience is an extremely customer-centric idea, because it’s all about them. The customers. Their experience. But this isn’t “customer experience.” Forget CX and customer satisfaction. No, no. This is completely different.

Appropriate Experience is about how the customer needs to be treated and supported by you so they can reach their desired outcome.

But what is it really – in practice?

For SaaS, a good example of Appropriate Experience might be customers who need high-touch customer support vs. low-touch. Maybe the customer’s Appropriate Experience is self-service, because they have the expertise and technical abilities to figure out most things for themselves. Or maybe the customer’s Appropriate Experience requires some hand-holding, a designated customer-success manager and 24-7 help desk.

Lincoln Murphy, who championed AX, explains it this way:

You see, a customer has a required outcome. A thing that they need to achieve… And they have a way that they need to achieve that Appropriate Experience. That Appropriate Experience – AX as I call it – goes across the entire customer lifecycle.

He mentions Appropriate Experience within the context of the checklist he recommends using to see whether a customer has “success potential.”

Here’s that checklist (view full descriptions on his article about success potential.)

  • Technical fit
  • Functional fit
  • Cultural fit
  • Competence fit
  • Experience fit
  • Resource fit

In many ways, Appropriate Experience (aka. Experience fit) is the flip-side of Resource fit. Resource fit asks the customer if they can spare the resources to put in the time/money/manpower to succeed with the product. Experience fit asks you – the SaaS company – the same question.

The question you need to ask yourself is…

Do you have the resources to ensure that this customer has the experience they need to reach their ideal outcome?

What experience are you able and willing to provide?

You may not have the resources to serve customers who need the high-touch approach.

And that means that you can’t give that particular customer segment their Appropriate Experience, and they won’t be successful with you.

You can’t afford not to identify your customer segments by the experience they require.

Yes, that also means you can’t afford to keep customer segments to whom you can’t deliver an Appropriate Experience. Even if they’re paying you.

It sounds crazy to turn away good money, I know.

But these are people who will never be satisfied with what you offer. They won’t refer you business. They’re highly likely to leave lackluster reviews. And they will churn – after wasting a tremendous amount of your time and resources trying to make them happy when that was never gonna happen.

What happens when you segment your customers and find that a lot of them could use a different experience? Well, then it’s…

Problem-solving time

When you use Appropriate Experience as a factor in customer segmentation, you may find that a large part of your customers demand a type of experience you’re not currently providing.

Uh oh.

You have a few options.

You might consider expanding your services and scaling to meet that need.

If this is a possibility, you’ll want to first survey that segment and ask them what experience would most help them achieve their desired outcomes. But when you do, keep Lincoln Murphy’s checklist in mind. Are these customers who have success potential, if only they had a slightly different experience?

Also keep in mind that Appropriate Experience isn’t limited to how much help a customer gets. It’s not just a high-touch/low-touch issue. If my desired outcome is to go out to dinner with my significant other for a romantic evening, there is a very specific experience I need to achieve that, and Burger King isn’t going to do the job. Think holistically.

Another option, of course, is to not scale or change the experience you provide. You could decide to focus on the customer segment whose Appropriate Experience matches what you’re prepared to offer.

Both are actually good options.

The only bad option is accepting the business of someone you can’t really serve.


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.