Throwing Marshmallows in a Dark Closet
Why Much of Marketing is Noise.
Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part this is not what goes on. Sending vast amounts of vaguely targeted emails to groups with offerings that are not really focused on their needs is what’s mostly going on.
Why Mapping the Customer Journey is Essential.
Marketers need to understand motivations, timing, and desire—the three things that really point you to specific demographics or persona profiles that can give you valuable insights into your customers. Without doing this you can’t really understand what’s relevant. So, literally building out a customer journey map and all the touchpoints over time allows companies to home in on what to do to be effective.
Aspects of Understanding Consumer Decision Making.
By using the right methodology and approach, along with a system that allows you to be granular and detailed with your customer journey, you can measure what’s working and what’s not. This learning process is absolutely essential.
When customers are offered what they need, when they need it, it’s a perfect match. However, this is not what goes on for the most part.
Inform – Are you providing what’s truly needed by your customer? Do you know if it’s a priority?
Need – Can you really see where the need is, based on behavior? Do they even really desire your solution? Are you just guessing?
Fit – There’s nothing worse than being pitched for an inappropriate product and the seller won’t stop. Is the customer the right size? The right need? Is your value clear to them?
Timing – How often are you connecting? This is critical. This is what keeps relationships alive and value front of mind with customers.
Engagement – Offering what your customer actually needs and demonstrating why it has value,
Staying Connected – This is the key. Inform do not sell. Stay in touch as much as necessary but don’t be intrusive. Stay in the mind of your customer, politely.
Why Automation is Good and Bad – Marketing automation is great if used correctly with knowledge and measurable data about what is working, otherwise, it’s just like throwing marshmallows in a dark closet. You may hit something but you can’t tell what is or where it’s located.