Jeff Coon on brand awareness
From INBOUND 2016: Jeff Coon "Data Driven Marketing: The Science, Strategy, and Software for Success" · · HubSpot Marketing
“For Lakeland Industries, a smaller player in firefighter turnout gear, we used buyer persona interviews and online forums to identify challenges, then created an e-book on firefighter training that was downloaded over 2,700 times, effectively building brand awareness.”
On , Jeff Coon, Senior Vice President & Chief Human Resources Officer at DYNAVAX TECHNOLOGIES CORP, spoke about brand awareness during INBOUND 2016: Jeff Coon "Data Driven Marketing: The Science, Strategy, and Software for Success" on HubSpot Marketing.
About Jeff Coon
Jeff Coon, Senior Vice President and Chief Human Resources Officer at Dynavax, previously presented at INBOUND 2016 on data-driven marketing. In that talk, he discussed neuromarketing and the concept of speaking to the "buying brain" in sales and marketing communications)Skip. He described video as a tool for making human connections and cited case studies, including a campaign for an asphalt paving client that partnered with the Wisconsin Humane Society and grew a contact database by over 429 new contacts in three weeks. Coon also referenced a campaign for Lakeland Industries that used buyer persona research to create an e-book downloaded over 2,700 times. Coon emphasized the importance of building trust and authenticity in marketing, stating that people want to do business with those they "know, like, and trust." He recommended using data and analytics tools such as Hotjar for website optimization and encouraged marketers to "strive for progress, not perfection" by launching campaigns and improving them based on data. He also noted that language can influence behavior, citing a study where words associated with aging caused people to walk slower)Skip.