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Connecting Channels, Platforms for Best Outcomes

Establishing communication channels, technologies, and teams that don't operate in isolation Sometimes, we imagine the ideal buyer's journey from the perspective of a marketer, visualising what we want to accomplish via our efforts. But ultimately, the notion of a great voyage is in the buyer's sight.. It doesn't really matter what you're selling or how you're selling it; the customer only cares about getting enough information to make a purchasing choice.

As customers, we want to know the company's objective, as well as its goods and their functions, before we purchase products, technologies or services. For us, it's important to know which consumers are genuinely benefiting from their products and services.

A customer's search for information isn't always linear. We might have anywhere from 1 to 20 persons participating in the decision-making process, and everyone of us has distinct requirements. As someone who has final say over the purchase, my viewpoint differs from that of the end consumer. They'll be looking for more information on the features, while some may be looking for greater value.

The best way to serve a customer is to customise the experience for the specific person doing the research on your organisation. We as marketers must treat our customers with the same respect that we expect to get from them.

It's not our duty to create a horizontal buyer's journey within the marketing organisation. In order for us to give the experience we're aiming for, we need to collaborate with other teams. Only a handful of us are truly concerned about how our potential consumers feel as a result of their interactions with us.

Our teams sometimes seem to be racing against one other if we imagine our demand channels as swimming lanes with various expertise areas in each lane. Getting credit for generating a lead is a common goal for many people in the business world.

For the most majority of marketing professionals, the goal is to please their customers by providing them with relevant, timely, and engaging information. And they'll be able to tell you what they consider to be the ideal customer trip. Execution is where things go ahead for them.

In the marketing technology stack, each of the channels is linked to a distinct portion. In least 50 to 60 technological stacks may be found at many firms nowadays.

Every marketer will tell you that their system relies heavily on a marketing automation platform. They'll also tell you that their communications team uses a different piece of equipment to keep tabs on coverage; fore example scan badges when they enter the venue.

The most difficult part is dealing with the enormous amount of data generated by this technology. A marketing operations specialist tries to make sense of all of the data that arrives from all of these varied technological channels and initiatives.

All of these silos can be summed up as the way your team works, the technology they use, the channels they drive over, and finally the data they produce when we think about it.

What brought us here?

There are a lot of high-performing marketers out there that are simply naturally driven to succeed, and that's one of the characteristics that we've spoken about throughout our discussion on marketing personas.

The fact that marketing teams are no longer situated in a single location — whether in a business unit or in a regional office — has contributed to the growing gulf between disciplines. As a result, conversations that used to take place around the water cooler are no longer taking place. This, I believe, begins with our teams and the way we coordinate our efforts and approach the task of accomplishing our tasks.

It's clear to me that when I think about these unfortunate buyers, they're simply interested in finding a solution to their problem, and that's all that matters to them. B2B sales engagements used to be one-on-one with the salesperson in a very personalised way. However, this is no longer the case. Customers would be able to acquire answers to their inquiries from salespeople. Then there's the issue of marketing, which has occupied a large portion of that area.

The problem is that too many times, we don't provide customers the knowledge they need, which means they won't believe in our brand. At this point, they have already had a brand encounter with you. A bad customer experience might make them assume you're not going to be a good provider for them to work with.

Today's B2B purchasers are largely influenced by the buying habits of the general public. Buyers assume that business-to-business transactions would be similar to consumer transactions, but they aren't. Consider how far we've come in B2C in terms of understanding customer demands, and then attempt to translate that understanding into the needs of B2B buyers as part of a bigger decision-making process.

To begin the process of establishing the essential connections, break through the silos that cause these disconnects?

Because most marketers are well-versed in the power of a strong brand image, they want a prospective customer's experience with their company to be a pleasant one. However, these organisational structures, the technology, and the mindset that relies on one channel execution are holding them back.

A lot of cross-functional effort is needed to put technology together in a way that allows you to analyse the performance of certain campaigns and trigger an omni-channel buyer's journey. Only then will you be able to offer your customers the next greatest thing. You have a hard time activating anything when you're sifting through so much info from so many different sources.

First, you need to get your data together and figure out who you're even trying to sell to. If any of these campaigns have provided you with wrong or incomplete data, and we see a lot of this, your first task is to rectify the situation. Making a good first impression is impossible if you don't have all of that information or if it is missing or erroneous.

The future of marketing work is one of the most essential and exciting aspects of what's going on in marketing teams right now. How can we fill the gaps in our current positions to better serve customers across the whole purchasing process? This may be observed in account-based marketing.

The responsibilities that started out in demand generation are now being integrated across all of the many channels that we use today.

Perhaps they haven't considered marketing from a specialised perspective, and they'll ask questions like:

To what extent should top-of-funnel demand marketers extend their activities into the middle of the funnel? How do they digitally nurture via all of their channels?
When and how should we make use of information like consumer intent and purchasing signals?
Is there a way that we can leverage the signals that the customer is giving us to really lead us in the direction of how these campaigns should be run?
We're going to have to conquer, figure out, comprehend, and experiment with our marketing in order to see where we go.


No matter how you slice it, your organization's bottom line is what matters most. Because of this, you need to take a holistic view of the situation, and you can't do it retroactively, as is the case presently. To find out more contact us today.