If you talk to marketers for any amount of time about what they do, you are bound to hear the term “customer journey” at some point. The go-to exercise for marketers looking to up their lead generation games today is “journey mapping,” the exercise by which you try to understand how a potential buyer navigates through content on the way to a closed deal. However, the problem with buyer journey “maps” is that they infer you have more influence than you really do, Michael Fauscette of G2Crowd pointed out at last month’s CRM Evolution conference.
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