While you’re reading this, there are millions of people talking about brands and offering their opinions about your services or products online. Unfortunately, many businesses have opted to pretend that these conversations aren’t happening and guilty of burying their heads in the sand.
The buyer’s journey map is one of the most powerful tools in a marketer’s kit—and often one of the most misunderstood. When created the right way, sourced from solid insights about buying behavior and motivations, marketers unlock secrets to the steps and decisions that move prospects to customers.
Extracting valuable insights from both social and web interactions is notoriously challenging. On paper, it’s a simple process of building a trusted relationship with your customers so that you can improve your reputation and secure a competitive advantage. However, if you’re not using the right tools, it can feel much more complicated than that.
A recent urban planning trend is to convert one-way streets to two-way operations—an effort that has improved vehicular access and reduced driver confusion across U.S. cities.
We are all awash in data and information, yet according to McKinsey, only 10 percent of marketers currently use insights to improve performance. You might argue that you are doing just fine with your marketing without such insights, and as such it really doesn’t matter, but I beg to differ.
In far too many organizations, marketing and sales teams often operate as siloed organizations with distinct goals and processes. Marketing busies itself with generating leads and making them available to sales. What sales does, or doesn’t do, with those leads is considered beyond the purview of marketing.
Have you ever signed up for a mailing list thinking it will help you stay up to date on a product or service, only to find the future content to be mostly irrelevant? According to CMO.com, 42 percent of buyers say they get annoyed when their content isn’t personalized.