The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this episode of the e-commerce marketing podcast, host Arlen Robinson interviews Kara Armstrong, a visionary leader at Jarvee & Co., who specializes in empowering women entrepreneurs and B2B businesses. Kara shares her journey from corporate sales to entrepreneurship, discussing the importance of identifying readiness for premium products, pricing strategies for existing customers, and understanding the premium buyer persona. She provides insights through a case study of a client transitioning to premium offerings and highlights common mistakes businesses make during this process. The conversation concludes with Kara sharing a fun fact about her past as a national swimmer and offering ways for listeners to connect with her.
Key Episode Takeaways:
- Kara Armstrong empowers women entrepreneurs through Jarvee & Co.
- B2B sales require a deep understanding of customer needs.
- Identifying readiness for premium products is crucial for business growth.
- Pricing strategies should consider existing customer relationships.
- Transitioning to premium offerings requires a new customer persona.
- Case studies illustrate the impact of premium positioning.
- Common mistakes include focusing too much on brand visuals over substance.
- Premium buyers seek transformation, not just features.
- Understanding your customer is fundamental to business success.
- Kara has a background as a national swimmer.
If you feel Cara and her team at Jarvie and Co can help your business, you may visit: https://jarvieandco.com/
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
Or on YouTube at:
https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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In this episode of the e-commerce marketing podcast, Arlen Robinson interviews Cara Armstrong, a leader at Jarvee & Co., specializing in med tech and B2B. They discuss B2B sales strategies, transitioning businesses to premium products, and positioning for growth in a saturated market. Cara shares her insights on understanding ideal customers, how to move existing customers to a premium model, and the importance of brand differentiation through deep customer understanding.
Key Takeaways:
- Kara’s Journey to Entrepreneurship (Timestamp: 01:42 – 07:15)
- Cara transitioned from a decade of B2B sales to starting her own company after completing her MBA. She noticed many small businesses were undervaluing their offerings and sought to help them enter the premium space.
- Her decision to become an entrepreneur was driven by passion and a desire to create her own path without having a backup plan.
- Signals for Entering the Premium Market (Timestamp: 09:08 – 11:13)
- Businesses are ready to create premium products when they consistently over-deliver for the price they’re charging, and customers highlight the value they’re receiving.
- A mismatch between the value delivered and price is often a sign that a business is ready to increase prices and enter the premium segment.
- Transitioning Existing Customers (Timestamp: 12:24 – 13:47)
- When transitioning to premium pricing, it’s critical not to abruptly increase prices for existing customers. Kara recommends a gradual price increase strategy to avoid shocking existing customers and losing their loyalty.
- New Ideal Customer Persona for Premium Offerings (Timestamp: 16:46 – 18:44)
- Premium buyers are looking for specific, tailored solutions to unique problems rather than a generic offering. This often means a shift in the target customer persona.
- Cara advises focusing on customers who value unique, high-quality experiences and addressing unmet needs.
- Case Study: Overcoming Market Saturation (Timestamp: 20:08 – 24:04)
- Cara shared a case study where a client faced increased market competition and struggled to differentiate based on price. Through repositioning and focusing on unmet customer needs, they were able to transition into the premium space and regain market share.
- Common Mistakes in Premium Transition (Timestamp: 29:35 – 31:56): Many businesses focus too much on the visual aspect of their brand when transitioning to premium. Instead, they should emphasize strategic positioning and customer-centric branding to stand out.
- Fun Fact About Cara (Timestamp: 32:27 – 33:18)
- Kara was a national swimmer during her school years.
Guest Contact Information:
- Website: Jarvee & Co.
- LinkedIn: Cara is active on LinkedIn, where she shares regular videos, newsletters, and hosts masterclasses. You can connect with her on LinkedIn for further discussion and insights.
