Google ‘customer journey’ and you’ll encounter over 27 million definitions, discussions, guidelines and graphics on the subject. It’s an important concept, but it’s overused and often misunderstood.The customer journey is the process a customer goes through while they’re deciding to buy something, and the steps after they’ve bought it.
Is it really worth sifting through cold leads hoping for results, rather than simply going out and finding new prospects to target? Absolutely, says The Marketing Centre’s Brian Hardie. Too often, leads go cold because the timing is not right for a customer. But circumstances change – cold leads shouldn’t be considered dead by a business. The question is when to warm them back up.
We’ve all been in situations where businesses overstep the mark and rush to close their sales too early. Imagine looking in a shop window. Before you even step inside, the owner steps out with a full bag of goods and names his price. This is essentially what you’re doing if you put the cart before the horse with your email marketing and it’s a trap so many marketers continue to fall into. More than that - this simply isn’t how things work, nor is it necessarily permitted - particularly in a landscape where the ramifications of GDPR are still being felt. Prospects must be ‘warmed up’ before making a purchase, particularly in a landscape where the ramifications of GDPR are still being felt.
Celebrity spats, fake news, Presidential rants: social media may get all the headlines, but for B2B businesses looking to connect with their audience, email still rules the roost.
D igital marketing may grab the headlines, but for real engagement, trade shows are unrivaled. Not only do they offer the chance to meet, mix and mingle with existing clients, 81% of trade show attendees have buying authority . New business opportunities are literally within touching distance. The value of tradeshows shouldn’t be in doubt, says The Marketing Centre’s regional director Malcolm Johnston . But too many businesses exhibit at irrelevant events or fail to maximise their investment. Click the video to hear Malcolm’s advice on picking the right show, planning for success and why British reserve hampers sales efforts. Read on for his seven-step guide to maximising tradeshow ROI. It all starts with strategy...