Featured Insight

  • Rescuing Buyers Marooned during Customer Journeys

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    Thoughts of exotic holidays typically come to mind around this time of year. In fact, there is a chain of islands that captivates many business marketers. You can routinely find their customers there. Yet, not even a seasoned traveler or geography whiz could spot these islands on a map.

    That’s because this is an archipelago where B2B marketers mistakenly leave their buyers stranded during customer journeys.

    B2B value chains can be complex. It’s not enough to lavish attention on customers at each touchpoint where your brands interact with them during their journeys. When you fail to take custody of the customer experience in its entirety, each marketing touchpoint becomes isolated and turns into an island where a potential sale can languish.

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