How Rand Fishkin Uses Customer Insight to Make Critical Decisions for SparkToro

April 8, 2020

(Coming Soon)

Rand Fishkin

Co-founder & CEO of SparkToro

Whether you're building a growth strategy for the first time, making slight adjustments to your plans, or throwing out an existing strategy and starting over from scratch, it's clear that now more than ever, focusing on your customers & their needs is key — especially when the way your customers make decisions has recently changed.

Because if your customers' needs and decision making patterns have changed, so have the answers to...

  1. How you'll best resonate with them and attract their attention
  2. How you'll prove your product solves a critical struggle they're feeling
  3. How you will continually deliver enough value to retain them long-term

And to be as effective & efficient as possible (because who has time for trial and error these days?), you need insight that's only possible with customer research.

Customer research is your key to understanding...

  • The voices and publications your future customers really listen to and trust
  • The new problems your audience really cares about solving
  • Any potentially new ways they make decisions and buy products

And who better to show us how to leverage customer research than Rand Fishkin: Co-founder & CEO of audience intelligence platform SparkToro?

In this interview with Rand, we go deep and discuss:

  • How Rand ensures SparkToro's marketing will reach and resonate with SparkToro's best-fit/product-fit customers (in comparison to, say, casting a wide net that attracts high volumes of mediocre- and/or poor-fit customers)
  • How he and his co-founder have gone about gathering & pulling insights from beta users and early customers, leading up to the product's public launch
  • How they've leveraged some surprising, unexpected insights to improve the customer experience
  • How they strike a balance between research, user feedback, and their own vision for the direction of SparkToro as a product & company


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Rand Fishkin

Rand Fishkin is the Co-founder & CEO of SparkToro. He’s dedicated his professional life to helping people do better marketing through his blogging, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s most likely to be in the company of his partner in marriage and (mostly petty) crime, author Geraldine DeRuiter. If you feed him great pasta or great whisky, he’ll give you the cheat code to rank #1 on Google.

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