How to Win podcast with Peep Laja Finding Your Ideal Customer Profile - with Keap's Clate Mask
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Dec 18, 2023 
Clate Mask, Co-founder and CEO of Keap, discusses finding the right customers, combining software with services, and evolving marketing. Highlights include building products based on business needs, serving small businesses dealing with chaos, and embracing partners for growth.
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Position Around Business Automation
- Don't narrow to a lighter point-solution if your customers use a platform-wide approach; differentiate on solving broader business processes.
- Reposition from 'marketing automation' to 'business automation' when that reflects how customers gain value.
Rebrand To Signal Simplicity
- Simplify your brand name and UX to match the product's ease-of-use promise.
- Keap renamed from Infusionsoft to signal a modern, simpler experience to customers.
Customer Obsession Over Competitor Watch
- Obsessing over customers beats obsessing over competitors when markets are large and varied.
- Clate Mask argues focus on customer outcomes drives sustainable success, not competitive mimicry.