Here is our formula for becoming Buyer Journey focused:Define your Personas - and they are not segments and may not be already on the shelf!Define what your Personas needs are.Design your Buyer Journey map. Audit your [...]
We have already identified the pervasive problem of over communication with customers due to the wide variety of internal silos all communicating at once. But being aware of the problem is one thing, doing something [...]
All too often Customer Journey Mapping (CJM) is constrained to the customer’s online journey and even then may only be the journey from entering your website through to the point of sale. However, creating true [...]
Picture yourself sitting in the senior management meeting where you are seeking buy-in to a contact strategy change management programme. You have spent several weeks developing the proposed approach and building the watertight business case [...]
Why do you need to do anything differently when it comes to the way you contact your customers? Because change is inevitable and your customers have already changed and in many ways. When things change [...]
Can all content be centrally planned?Simple answer: yes.However, for many organisations the gap between how content is currently planned (i.e. within lots of separate teams) and planning content centrally may appear too enormous a challenge. [...]
Recent research shows that because of the ubiquity of content, most buyers will be 60% of their way to a purchasing decision before they speak to sales or make a purchase online. Of those that [...]
“Holy Grail”, “Elephant in the Room”, “64 million dollar question”, whatever idiom you want to give it, the marketing industry is quite rightly obsessed by ROI. In the world of content marketing, the initial feeling [...]
