Our Ideas - Content
The truth? Your customer experience isn't about “brand awareness”. Or “onboarding.” Or “support.” When your customer needs something, they’re not thinking about funnel stages or your org structure. And ultimately, you shouldn't either. Don’t get me wrong—a good funnel diagram has its place. It’s an important principle that can help you organize your thinking and coordinate your efforts. But it can’t be the be-all-end-all for an organization that wants to be successful across the entire customer journey. (Try picturing a... Read More
You’ve likely heard something like this statistic: 70–90% of your buyer’s journey is complete before they engage with sales.* That trend has tremendous implications for how we approach marketing, but few organizations—especially large, well-established companies—have figured out how to evolve their strategy in response. It definitely means focusing on the digital channels through which your potential buyers are doing their research. But it actually starts with rethinking what has always been the most fundamental piece of your marketing efforts: your... Read More
We may be living in the most creative and disruptive time since the dawn of the Internet. Nearly everything we do is becoming easier, faster, more consumer-friendly than before. It’s a delightful time for consumers, and a challenging time for brands. Yet there is great opportunity for brands that listen carefully to the changing expectations of their customers. They’re telling us a lot of things right now, but they’re telling us some more loudly than others and a clear picture... Read More