I’m a big fan of the buyer journey. It’s one of the most powerful marketing tools available. I’m also a big funnel geek and spend a lot of time counting leads and tweaking conversion rates. The buyer journey and the funnel are essentially the same idea – mapping the process a prospective buyer takes before becoming a customer. Understand how sales happen, and you can scale your business. Otherwise, you are merely hoping, which is not a strategy. Despite the power (not to mention the stress … [Read more...]
Working Forwards and Backwards: The Two Important Mindsets for Marketers
Really effective marketers have mastered two modes of thinking – forwards and backwards. Following in the footsteps of your buyer is thinking forwards. Deriving your overall marketing goals from your revenue targets is thinking backwards. I’ve found that most marketers are not especially good at either because they spend their days spinning their wheels slogging through piles of marketing tasks. Decent marketers may have a forwards or backwards mindset. Great marketers do both. As I sat … [Read more...]
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