When a business that has been successful for years begins to struggle, it’s scary and confusing. You can’t help but wonder why your best sales tactics, the ones that you have relied upon for the last 20 years (and have gotten you where you are today), are no longer working.
Looking to build a truly useful buyer’s journey map to guide your sales and marketing efforts? To do that, you need more than a canned framework or template.
Sales and marketing teams often decide to map their B2B buyer journey so they can figure out how to move prospects through the process faster. You might create a B2B customer journey map (documenting the post-sale experience) for similar reasons: to discover how to decrease support costs, or keep customers from switching to a competitor.
We’ve talked before about the importance of having a content strategy in place before you begin creating your marketing content. While that strategy won’t be the same from one business to the next, there is at least one common, crucial goal: to provide prospective customers with the information they need, when they really need it. This…
There are so many ways to define potential customers… If you want to take control of your ineffective sales and marketing efforts, understanding your buyers is an important first step. But when you research the topic online, you’ll find dozens of different ways of defining potential customers and doing customer analysis.