Carlota Pico recently had the chance to speak with Teodora Takacs, EMEA marketing director at Emerson Professional Tools, a global manufacturing company that’s part of Emerson. Teodora talked about how identifying potential leads, knowing your customer and understanding human behavior can improve your brand’s marketing.

Teodora stressed the fact that despite cultural and linguistic differences, we’re all much more alike than we think. She also emphasized the importance of focusing on what really matters and creating solutions that serve audiences’ needs, instead of just following the trends.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple and Spotify.

Rapid-fire recs

• Source of inspiration: “I get a lot of inspiration from books, especially ones about human psychology and behavioral economics. I’m a fan of Dan Ariely, author of Predictably Irrational. I also enjoy Malcolm Gladwell’s work.”

• Favorite app: Blinkist. “It provides summaries of books and helps you determine if something is worth reading or not.”

People may speak different languages and have different backgrounds, but if you really know your core values and long-term aspirations and understand what your customers need, you’ll see that their behavior is not that different.

Connect with Teodora and Carlota on LinkedIn.

This post was edited by Mary Kresge, a marketing assistant based in Madrid.

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For more insights into getting to know your customer:

Focus on customer success – Stephen O’Rowe, EMEA marketing manager at ActiveCampaign

Optimizing the customer journey – Hugo Faria, EMEA marketing manager at Kemp

Your social media is a real-time gold mine for customer insights

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