Understanding the Customer Journey: 10 Common Challenges and How to Overcome Them
Nearly every marketing department is attempting to use buyer journey strategies to increase customer focus and help them communicate more effectively with both prospects and existing customers. Unfortunately, popular misconceptions, alluring short cuts, and various internal and external roadblocks frequently conspire to make deciphering the customer journey difficult.
Join IBM Strategic Marketing Evangelist Ellen Valentine as she discusses 10 common challenges to understanding the buyer journey and offers insights on how you can avoid and overcome these barriers to improving the customer experience. You’ll get tips for:
- Creating forms and content that encourage contacts to share information
- Building out quality, research-driven personas of your buyers
- Understanding “silent” behaviors and adjusting your messaging accordingly
- Thinking about the customer journey beyond the initial sale