by Sabrina Forbes | Nov 28, 2021 | Purchase Journey Mapping, Sales Enablement, the sales funnel
Taking a close look at the Sales Funnel By Luandri Smith I recently came across an article entitled “Why the sales funnel is the cockroach of marketing concepts”, written by Tom Roach. In it Roach makes several thought-provoking observations about how the...
by Sabrina Forbes | Feb 2, 2021 | B2B Marketing, Brand, Client Experience Mapping (CX), Customer Experience Mapping, Purchase Journey Mapping, Target Market Mapping
As B2B marketers, we often get caught up in controlling the B2B buying process because we treat it as a linear journey, with predefined touch points. We often try to control what content we deliver, when in the journey, as we chart the paths we’d like...
by Sabrina Forbes | Jan 20, 2021 | Account Based Marketing, B2B Marketing, Customer Experience Mapping, Purchase Journey Mapping, Sales Enablement
Creating customer value is a key driver for both business survival and business growth. If we consider that the perception of value is often made up of a lot of variables like product quality, price, customer experience and competing alternatives, to name a few, it...
by Andi Michlo | May 11, 2020 | Account Based Marketing, Audience Personas, B2B Marketing, Client Experience Mapping (CX), Content Marketing, CRM, Customer Acquisition Strategy, Customer Experience Mapping, Customer Retention Strategy, Purchase Journey Mapping
Traditional project, campaign and brief-based marketing work needs to change – particularly in the B2B world, and even more so in a world during and post-Covid19, where the decision-makers are constantly bombarded with a deluge of messaging, plenty of which...
by Andi Michlo | Nov 30, 2018 | Customer Experience Mapping, Purchase Journey Mapping, Strategy
Words by Samantha du Chenne Whether a business plays in the B2B or B2C space, human insight and emotional connections are what will ensure it stands out in a crowd. Anthropology has become a way marketers can add another layer to big data in their understanding of...
by Andi Michlo | Nov 26, 2018 | Cross and Upsell Strategy, Purchase Journey Mapping, Research & Insights
Words by Warren Moss CEO and founder of Demographica One of the most-profound marketing insights from Theodore Levitt, the late Harvard Business School professor, was that customers buy ¼ inch holes, not ¼ inch drill bits — that the purchase decision is made based on...
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