Customer journey mapping uncovers the myriad of ways customers touch; your people, your processes, your marketing content and your solutions. And, as with anything new, getting started is easier when you have a sense of what the outcome is like. Maybe you’re looking for examples to introduce the idea of customer journey mapping to your team (or even your […]
Attribution models attempt to share out, or define who should get the credit for contributing to leads or sales. It’s infinitely sensible to figure out what’s marketing communications is working.
How to avoid metrics that don’t align to business objectives Unfortunately it is all too easy to slip into so called ‘vanity metrics’. Charts and lines that go upwards and to the right but don’t inform sensible business decision making. Test your existing metrics against the three “A”s of good metrics; actionable, accessible and auditable.
Marketing Inspiration from Mari Smith brought to you by JEM 9 There is a lot behind each of the four terms in putting together a marketing communications plan to reach prospects.. Core = strategy (understanding your customer persona and customer journey), planning the 3 Cs of marketing communications: channels/ media are appropriate, content […]
To understand market potential and successfully reach customers, first of all a framework of market and customers questions that business leaders, product management and market researchers need to answer. Secondly we look at sources of data that don’t require a budget to enable you to start answering these strategic marketing questions.