Reaching deeper understanding.

Reaching deeper understanding.

Engaging is about more than just reaching out to your potential clients, vendors, and future employees. You also need to understand who you’re trying to engage specifically, where to find them, and get them to reach back to you. 

To do this, you need a deeper understanding of yourself, your brand, and how you fit in the marketplace.

Understanding Your Best Customer

Use the approach they would take when asking Google. Customers, for example, will not want to dig around your site for a product or service question. Make your content easy to find, and copy friendly, concise and to the point. 

Create several avatars to segment your market. The deeper you segment, the higher you will convert. This also allows you to speak more relevantly to your audience

Understand who you are as a brand and how that intersects with your customers. Don’t discount your values, however - because what you value can attract your customers as well. 


A firm has a passion for mentoring underserved middle-schoolers. A local tech company finds out and wants to partner, so the company becomes a client.

Adopting a Customer-Centric Model


Read these tips in Entrepreneur on building a winning sales culture.


Access the Small Business Resiliency Playbook for additional steps and more detailed advice on putting the customer at the center.

6 Engagement Steps for When Crisis Hits

Respond to the situation with your customers.

Don’t be afraid to get on the phone to check in with customers:

Provide employees with call lists and a basic script. Know if people want you to diagnose the problem, fix it, or fix it better

Offer solutions to your customers

and make sure you’re there for your people: Marketing is not about hype, but help.

Work with employees to figure out ways to provide your service while keeping everyone safe.

Implement technology

to change your approach. Offer the same service in different ways.

Understand what people need to solve their problem,

and let them know you have solutions.


Watch the Session: Engagement

Contributing Session Business Leaders

Kim Garmon Hummel


Sauce Marketing

Shawn Karol Sandy

Chief Revenue Officer

The Selling Agency

Renee Malone


KQ Communications