Good morning, Marketers, and go for the gold.
When it comes to customer journeys, the gold we’re talking about is golden milestones. This was one of the many key concepts expanded on at our last MarTech conference. They’re the most important parts of the journey that marketers build around to make experience valuable and relevant.
As these journeys continue to transform – just look at how events have shifted to hybrid and virtual experiences in the last two years – it’s worth reevaluating what those milestones are. If you’re a retailer, the milestone might have been to get a customer into the store to ask about a new product or sale item. In a transition to e-commerce, the journey has changed and free delivery could be the golden ticket.
Looking at the data and feedback from customers along their journeys is the best way to measure these changing values.
“B2B doesn’t mean boring-to-boring. Learn how to bring a little spice to your marketing in 2022. After all, you’re selling to people – not robots.” Ali Schwanke, CEO and Founder, Simple Strat
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.