In this episode, Julie interviews Henrik Petersen, a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft. In a 3-steps process, Henrik shares his insights and best practices on how to use data and market orientation to create a winning strategy that sets you apart from the competition in the market segment you choose to play in.  Step 1 - Create Profit Formula - He explains how to understand and optimize the profit formula, which is the way your company makes revenue and grows, and how it changes as you target different types of customers or markets.  Step 2 - Be market-oriented and understand your customers - He also reveals how to align your product with the customer's jobs to be done, which are the tasks they want to accomplish, the motivations behind them, and the outcomes they expect. He gives examples of how he used customer interviews to uncover these insights and how he applied them to improve the messaging and conversion rate for Zendesk in Japan.  Step 3 - Diagnose your brand and market situation - Finally, he discusses how to diagnose the brand's health and performance by understanding the brand DNA, the distinct brand assets, the brand awareness, and the market penetration and share.  In today's episode, we discuss : * Henrik's background - 20+ years of B2B marketing experience (Microsoft, Zendesk) * What is a profit formula and why is it important * Step 1 - Have a winning mindset and strategy (How to optimize your profit formula for different markets and segments) * Step 2 - Be market oriented and understand your customers * How Zendesk leverage events to speak to customers * Best practices when doing customer interviews * How Zendesk ensure everyone in the company understand how they add value to the customer * How Zendesk improve website conversion rate from customer interviews * Step 3 - Diagnose your brand and market situation (aka perform checkup for your brand) * How to understand your brand DNA, distinct brand code, and brand equity * Summary - How to use the 3 steps to create your business profit formula * Lighting round - Advice for marketers * Lighting round - Recommended book If you want to learn from Henrik's rich experience and expertise in B2B marketing, don't miss this episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/secrets-of-b2b-marketing-success-by-henrik-petersen] of Winning with Data-Driven Marketing.