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Digest...

#1: Implement a “Top of the Funnel” Paid Search Strategy

#2: Align Content and Offerings with Progressions within the Sales Cycle

#3: Drive Action by Making the Experience Personalized & Relating with Each Prospect

#4: Study Common Behaviors and Make Changes Accordingly

#5: Invest in a Marketing Automation Platform or Team to Nurture Leads

#6: Maintain a Close and Transparent Relationship with Your Sales Team

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Becky Carr, CMO at CenturyLink Technology Solutions, discusses the rebranding of Savvis into CTS and how she is driving demand for the technology company.

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Intermediate/ Digest...

The primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often jump stages, stay in a stage indefinitely, or move back and forth between them.

One popular alternative to the funnel is the Customer Decision Journey popularized by McKinsey. A key advantage of this model is that it’s circular, rather than linear. Prospects don’t come in the top and out the bottom, but move through an ongoing set of touchpoints before, during, and after a purchase.

So where do we go from here?  The funnel and Customer Decision Journey aren’t going away.  They are useful models, and will continue to be helpful in certain contexts.  But marketing today requires a new mental map to navigate a changing landscape. We need a model that informs marketers how to enable and empower, not just persuade and promote.  There are a variety of alternatives including journey, orbit, relationship, and experience.

Whatever model you choose, what’s most important is that it addresses: first, the multi-dimensional nature of social influence; second, non-linear paths to purchase; third, the role of advocates who aren’t customers; and fourth, the shift to ongoing relationships beyond individual transactions.

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The buyer’s journey is an important framework for marketing strategy — but what does it look like? How are buyers getting from step one (“Do I have a need?”) to a justified decision?

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