Your Customer Is a Flamingo: Understanding the Many Routes They Take and the Content That Serves Them on Their Journey

You may have a wonderfully organized and logical sales funnel that moves the customer from awareness to purchase. Sometimes, though, journeys don’t go as planned.

Customers may veer off your chosen route, start questioning their decision, re-evaluate their requirements, or even be tempted to travel elsewhere. They may do this without you even knowing.

Join Paul Ince to look at the dynamic pathways a B2B customer can take and how you can plan your content strategy around them so there’s always something of value for your customer, whichever direction they travel. Oh, and you’ll also find out what this has to do with flamingos.

In this session, you’ll learn:

• Why linear customer journeys are no longer appropriate to plan against
• Why you should embrace the chaos of customers and adapt to the variety of changing needs they have in your content strategy
• How to plan different types of content that are the most appropriate for each possible part of any customer journey