Recently, I argued that firms need to concentrate more effort (and money) on top of the funnel marketing and metrics need to reflect the new priorities of measuring the success of actions aimed at the top of the marketing funnel. Today, I’d like to expand on that by discussing the customer journey and how to develop a customer journey map that optimizes performance across the entire conversion process from beginning to end.
How customer journey differs from the marketing funnel
When HBR (Harvard Business Review) asked top marketing firms to assess the relevance of the marketing funnel in today’s digital landscape, they found the problems summarized below:
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According to these marketers, the primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often