Believe it or not, fifteen years ago or so, we did many deals on the golf course – the buyer journey ended at the 19th tee! Seems incredible now that it was like that, but it was commonplace. It was not that long ago and that just goes to highlight how rapidly things are changing. The last year has seen… Continue readingBusiness buying has changed, have you kept up?
What do we mean by the “shape” of your funnel? You may recognise the following funnel diagram: you might have some more levels and different names for each level, but it will look something like this: You may then determine how many leads you have in each level by what they have “seen” or even by updating the lead status… Continue readingThe shape of your funnel is really important, here’s why:
By using Odyssiant as your content auditing tool, you will gain access to exceptionally valuable insights. This insight will inform and improve your content planning, delivering greater value from your content programme for your business. “When we audited our content, the benefits were immediate. It was obvious what was missing – a massive help for me.” Elliot Trussell – Industry Marketing… Continue readingWhat Odyssiant content audit reports will show you
How to approach content auditing? Odyssiant is a buyer journey content management platform that allows you to capture, visualise and act upon a content audit. Users can upload all content into the Odyssiant content library, capturing all core details, including any URL links. As part of this upload, users can place the content on a journey map, specify audience personas… Continue readingOdyssiant is the perfect tool for content auditing
At Odyssiant, we are advocates for content audits that go beyond the basics of telling you ’what you’ve got’ and instead inform you of what you need to create in order to maximise your opportunity to engage and sell. And to engage and sell through content, you need your content to be connected together to serve the customer’s end-to-end journey.… Continue readingWhat does the perfect content audit tell you
Before looking at what the new potential is for calculating the ROI of marketing, let us first look at the “old” ROI of marketing. What do you measure at the moment to determine success? In most cases, this is not necessarily what you want to measure, but what you can measure. These are things like response rates, clicks, impressions, likes, fans, views and dwell… Continue readingMeasuring the new ROI of marketing
Marketing Applications for AI – where to begin… As marketers seek practical applications of AI, they are encountering the first challenges. However, the biggest challenge of all is data. Almost all AIs require “training”. This means preparing historical data so that it can learn what has happened in the past to predict what might happen in the future. This “predictive… Continue readingThe biggest challenge of setting up an AI for marketing
Chief marketing officers (CMOs) who design and incorporate customer journey management in their marketing outperform all others by 54% (24.9% vs 16.2%). This is in annual improvement on ROMI (Return On Marketing Investment). According to a report from the Aberdeen Group. But the respondents to the survey cited that an enormous challenge is the ability to manage these journeys through… Continue readingThe commercial benefits of Buyer Journey Management
Buyer Journey Mapping is about understanding how we make decisions and then providing the content to support that process. A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones. They’re brilliant. And I love them. But even though they have been available for some time and I love Bose equipment, I only bought them… Continue readingMapping the Buying Journey
You have heard many times already that your role as a marketer needs to change. In fact, your role as a marketer has always been about change, so this is nothing new, really. What you cannot ignore is that the customer world has transformed in the last five years, and the pace of change is speeding up. As up-and-coming marketers,… Continue readingYour role as marketer needs to change again!