Our Ideas - Strategy
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
Bright shiny object syndrome (BSOS) can be dangerous. The temptation for industries to adopt every latest technological tool and digital trend is often too great to resist. The result is often a spray of gadgets and gizmos that result in lost time and money — and distract decision-makers from strategically investing in durable, valuable, ROI-driven innovations down the road. In the health care industry, BSOS couldn’t be more relevant. Walking the showroom floor at HIMSS in February, I saw booth... 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