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Getting Inside Your Customer’s Head [Podcast]

In this episode of The Marketer’s Journey, I interview Lisa Horner, SVP of Marketing at AppFolio. During our discussion, Lisa shares her approach to leadership, her perspective on the customer experience, and how to connect with customers in more meaningful ways. She also offers her thoughts on some of the core elements of great content, how to engage in valuable brand storytelling and much more.


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts & Spotify!


Key takeaways from this episode:

  • Strategy alignment is critical. Lisa mentioned that ensuring leadership teams are aligned on the company’s annual or multi-year game plan can help to set the entire organization up for success. From a place of internal alignment, it can be much easier to determine priority areas of focus and crystallize the company’s overall goals.
  • Understand your customer. Once you’ve done the legwork needed to truly understand your customer and get inside their head, you can gain enough traction to bring more value to the marketplace. According to Lisa, the magic resides in the ability to think ahead and execute well from a place of knowledge and empowerment.
  • Believe in the mission. Lisa credits her success in the marketing world to her genuine passion and belief in the mission of the companies she’s worked for in the past. As an individual, feeling an authentic passion for the work you’re doing can help you maximize your impact and bring value to your customers over time.


Learn more about AppFolio here:

Learn more about Lisa here:


About the Author

Randy Frisch is a co-founder of Uberflip and held many roles, including President and CMO, where he evangelized the content experience.

Profile Photo of Randy Frisch