James Mathewson is a prolific author, digital marketing expert, search engine aficionado and editor-in-chief of IBM.com. Paul Gillin and I recently spent some time with him talking about using data to understand how customers think so that you can align messages to explicitly and implicitly stated needs.

For example, using the wrong terms — such as notebook instead of laptop — can sabotage your marketing efforts. Marketers need to use the language of customers and prospects to define their brands. Listen to our podcast here.