A new perspective in the era of the connected customer

[fatimahislam]

One of the most basic foundations of marketing is the customer journey, which is always there, whether you are aware of it or not. This is not news to any marketer, but the most successful ones recognize the great importance of this concept: they know that it is vital to understand their customers’ journey completely from the first moment they interact with the brand, in order to earn their trust.

was a connected client
However, the methodology for structuring it varies with experience. People who are just starting to develop their marketing strategy will try to focus on each point of the planning, but those who already know their customers better will be able to anticipate their next move. No matter where we are in our professional careers, we agree that it is essential to have a well-articulated customer journey, otherwise it will be very difficult to retain our clientele.

This is confirmed by a study on customer experience by the consulting firm PwC, which states that 32% of customers will stop trusting a brand they previously preferred if they have had a bad experience . And that is assuming that the business environment is stable.

Reassessing strategy in an unfavorable macroeconomic environment
In times of economic growth, the concern for attracting greece whatsapp lead high-quality leads is less pressing, as demand is usually high. In this case, if the marketing process is not very efficient and is based on improvisation, making mistakes is not a problem. The only benefit perceived by designing specific customer journeys is increased efficiency. If the leads are of better quality, there are greater chances of closing deals and it is easier to achieve goals.

However, it is when the macroeconomic environment is uncertain that poor methods become apparent. Every marketing initiative can have a huge impact, and it is crucial that marketing teams understand exactly what each customer needs and why they choose a specific brand. If the company has missed a sales opportunity because it has neglected to plan personalized and specific customer journeys, it will be catastrophic, as its customers will go to the competition.

Focus on the next step
If you've been with me up to this point, it's because you understand how valuable a well-structured customer journey is, and how crucial it is to achieving success.

Having an organized data set and customizing automation are two of the first things you need to do to understand each customer, their behavior, and what moves them forward in their journey. However, achieving success requires more than organization and efficiency in processes. You need to be able to interpret that information from a different perspective.

Changing the perspective of marketing
Connecting with customers is a top priority at HubSpot, which is why we’ve recently increased our investment in building more powerful automation and reporting systems . Traditional tools for generating statistics and automating marketing processes often provide a fragmented view of the customer journey .

It's like looking at a large piece of art through a small magnifying glass: you only focus on a tiny detail, but you can't see it in context. Now, imagine being able to step away from the work and see it from a completely new angle.

Marketing teams need to be able to step back and see the bigger picture, so we designed Customer Journey Analytics . It’s a collection of several ready-to-use tools that allow you to leverage data and view it together, without needing technical knowledge. They provide highly detailed insights, making them ideal for identifying specific problems and optimizing marketing initiatives without needing to change processes.