Ellen Valentine is one of BPI’s outstanding researchers, bringing decades of marketing experience and insatiable curiosity to every interview. When Ellen tells you she’s “digging in” to a study, be prepared to learn A LOT about your buyers and the buying decisions that they make.
Can you tell us a little bit about your professional background?
Starting with my degree in Computer Science and moving ahead nearly forty years I have been almost solely focused on the technology industry. Although my degree was very technical (think coding operating systems in Assembler), once I got into my career, I quickly tracked to sales and marketing for technology companies. I spent 9 years as VP/CMO for small and mid-sized technology companies.
How long have you been a BPI Researcher and what do you enjoy most about what you do in that capacity?
I was first introduced to BPI in 2011 and stayed in contact with both the methodology and the research while I was finishing up my corporate career at Silverpop and IBM. I joined BPI in 2018 and have enjoyed every minute of my tenure. I love talking to buyers. I get to conduct open-ended, journalism-style interviews and discover amazing things about their hopes, desires, frustrations and buying process.
What tips can you offer for how to get the most out of the interviews you conduct with recent buyers?
Conducting interviews is like building a muscle. You need regular interviews to hone your listening and questioning skills. Asking “Can you tell me a bit more about that?” can lead to some great insights.
What advice would you give to marketers and sellers that are trying to get a better understanding of their prospective buyers and the buying decisions that they make?
There is a big difference between talking to customers and talking to buyers. Many marketers and sellers think that talking to customers will give them the insights they need to go find more buyers. But that approach misses the mark. Only by interviewing recent and current buyers who share the whole story of their journey can you really glean the information needed to better market to prospective customers.
From a professional perspective, what else are you involved in aside from the work you do with BPI?
My consulting company, Marketing Action Network, helps technology marketers with strategy, product launches and content development.
What is the best piece of business advice you have ever received?
Keep a notebook or digital diary of all your accomplishments, major projects and personal wins. Recapping your notes will help you and your management fully understand the impact you’ve had on the company. And suddenly review writing, promotion discussions, and resume creation are much easier.
How do you like to spend your free time?
I live in Aiken SC which is one of the great equestrian towns in the US. Olympic athletes come here to continue their training in the winter. There are wonderful events happening every weekend. While I don’t ride, I’m a happy spectator.
What’s the most interesting place you’ve visited (and why?)
I’m a metropolitan vacationer. I love seeing the great cities of the world. UK and Europe are my favorites. Highlights include touring Churchill’s War Room in London, seeing The Girl with the Pearl Earring painting in The Hague, touring a cashmere sweater factory in Umbria Italy, and witnessing the Vasa Museum in Stockholm.
What’s one interesting thing about you that people might be surprised to know?
I’m a skilled leather worker! I even wrote a book about it, Leatherwork School. When I started leatherwork, information about making bags and small leather goods was confined to the factories in France and Italy. After traveling the world learning from experts, I decided to share what I had learned and now the craft is growing by leaps and bounds!
