Zendesk’s Center of Excellence (COE) team has created ideal customer profiles (ICPs) and customer journeys through in-depth customer interviews and advanced analytics to map the decision journey from initial awareness, engagement, and purchase to expansion. Weiwei shares lessons learned about applying both qualitative and quantitative research to customer segmentation and targeting, go-to-market support and planning, brand positioning and messaging, and content creation and delivery. Learn how they leverage data and insights to understand customer’s interests, activities, and touch points to engage customers at the right time with the right messaging and increase loyalty.