Why It’s The Patient Marketer That Wins The Customer Journey

Why It’s The Patient Marketer That Wins The Customer Journey
SHARE
THIS



In this guest post, Gartner researcher Jake Sorofmam says marketers who want to best understand their customers are the ones who listen and wait…

Automation can go wrong when put in the hands of the impatient marketer. There are unintended consequences of customer journey mapping when marketers allow intention to drift away from the customer and toward the brand.

The thought was very much on my brain while attending Salesforce Connections in Atlanta this week, where I had a chance to sit down Salesforce Marketing Cloud product chief, Bryan Wade. Perhaps more than any vendor, I figured, Salesforce would have something to say about this idea, given their longstanding embrace of the concept of customer journeys. I wasn’t wrong.

Wade agreed with my premise that journeys can run amok when, as he put it, “marketers rely on their own biases to build their journeys.” He says the problem is particularly acute when marketers build their journeys from 35,000 feet or when freshly minted MBAs, perhaps having yet to learn tough marketplace lessons, focus on the four Ps over the needs of the customer.

Wade makes the important distinction between what he calls “promotional marketing” and “experience marketing,” where the intent of the former is to persuade and the latter is to serve.

Clearly, competitive dynamics are forcing a shift here, where yesterday’s carnival barker efforts of marketing whatever it is that you have on the truck to sell are giving way to a more thoughtful concierge-like effort to serve customer needs.

But how does the average marketer make the shift from here to there? The evolution Wade suggests, begins with a deep understanding of customer needs. And by customer, what he means isn’t necessarily Salesforce customers, but their customers’ customers.

To enable this understanding, Salesforce offers a program called Spark, which Wade describes as lessons for walking in your customers’ shoes. By closely observing their behaviour and preferences and thoughtfully designing journeys that informs automation to execute these journeys at scale, marketing can make the leap from promotional to experience in orientation.

Is there still a role for promotional marketing?

Absolutely, Wade says, but it’s all about getting the balance right. “I’ve spoken with at least three customers this week who are looking to control volume,” he said. “When you go from batch and blast to journeys, how you think about these journeys can be the difference between value-add and over-saturation.”

For example, Wade describes the scenario of a running a shoe company that may trigger offers from, not just estimated purchase intervals, but the data collected from a wearable device which helps discriminate between lapsed runners like me and those who actually track serious miles. With this level of precision, they can time a promotional offer to more closely coincide with need.

The point, as Salesforce product Veep Leslie Fine says in a keynote is learning to listen and wait. Unsurprisingly, Wade agrees. “Everyone says that customer journeys are unpredictable. And they’re right. Listening and waiting is how you discover the customer journey.”

Such is the way of the patient marketer.

This article originally appeared on B&T’s sister site www.which-50.com

Please login with linkedin to comment

GFC Saleforce

Latest News

Trade Publisher AMT Acquires Radio Today
  • Media

Trade Publisher AMT Acquires Radio Today

Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
  • Media

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure

Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
  • Opinion
  • Technology

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business

For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]

Opinion

by B&T Magazine

B&T Magazine
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
  • Media

“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy

Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix.  Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]

Samsung Launches First Branded Podcast In Partnership With Acast
  • Media

Samsung Launches First Branded Podcast In Partnership With Acast

Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
  • Advertising
  • Campaigns

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat

DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]

Experience Design Agency Imagination Announces New Hires
  • Marketing

Experience Design Agency Imagination Announces New Hires

Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]

Switch Appoints Matt Watson To Technical Director
  • Media
  • Technology

Switch Appoints Matt Watson To Technical Director

Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]

Tis’ The Season To Turn Shoppers Into Buyers
  • Opinion
  • Technology

Tis’ The Season To Turn Shoppers Into Buyers

Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]

Opinion

by B&T Magazine

B&T Magazine