The best way to win in marketing is to out-segment your competition.”  

-Tom Webster

The 2016 presidential election will go down in history as the most contentious, controversial and unprecedented political contests in U.S. history. Yet, regardless your political leanings or affiliations, there are valuable business lessons to be drawn from one of the biggest upsets in modern history. 

On today’s episode, I talk to Tom Webster, Vice President of Strategy and Marketing for Edison Research, the organization behind exit polling for national elections in the U.S. for more than two decades, Tom has conducted political polling for U.S. elections, as well as market research, for some of the top companies across the nation.

Tom rejoins us on the podcast to share his insights into how demographics have dramatically changed over the years; and how companies can use consumer data to maintain their competitive advantage.

“We go in looking at data and, whether we want to admit it or not, often times we’re looking for data that backs up a conclusion we’ve already drawn,” Tom says. If that conclusion hasn’t been vetted with real, boots-on-the-ground data, then a company’s marketing message will fall flat.

Tom and I talk about how data research won Donald Trump the presidency, how segmentation can differentiate your business and why marketers need to get out of the office and do a deep-dive into their customers’ world.

I know you’re going to love this discussion, and you’re going to learn a ton from Tom Webster on this edition of Grow My Revenue!

Listen to this episode and discover:

  • How communities have become more homogenous over time.
  • How Donald Trump used data and multiple messages to reach his voter base.
  • Why marketers need to gather insights about their audiences at a granular level.
  • How bias plays a role in polling.
  • And so much more…

Episode Overview

As a polling expert and survey researcher, Tom Webster heads up strategy at Edison Research, the sole provider of exit polling data to the major news networks. The company also provides market research to companies who want to reach customers at a deeper level.

“One of the things that drives me crazy are marketers who sit behind their desks and look at dashboards of data,” Tom says. “(Dashboards) are not going to give you the objective reality of the facts on the ground.” Instead of speaking to personas, marketers need to speak to actual people, he says.

“Get out from behind your desk, put the dashboard away, and figure out objective reality on the ground,” Tom says. “Because if you don’t really know what’s making up all of those numbers, it can be incredibly dangerous.”

Today you’ll learn:

  • What segmentation is and why it’s valuable to marketing.
  • Why marketers need to do ride-alongs with the sales team and meet with customers regularly.
  • Why it’s dangerous to surround yourself only with people who think and act like you.
  • Why zip codes and email addresses are data gold mines.

“The best way to win in marketing is to out segment your competition,” Tom says.

Tune in for all of these nuggets of wisdom, and more, on today’s Grow My Revenue with Tom Webster.


Tom Webster’s blog

Tom’s company website Edison Research

Contact Tom

Also Sponsored By:


Check out John Ruhlin’s new book Giftology. John is a brilliant guy, and his book is sure to be an instant bestseller.


If you enjoyed this session with Tom Webster, let him know by clicking on the link below to send him a quick message on LinkedIn or Twitter:

twitterClick here to thank Tom Webster on Twitter
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What’s On Your Mind

As always, this episode provides inspiration, entertainment, and especially an actionable message that can drive remarkable results – and if you have any questions for a future episode, contact me.