Building Value into Every Step of Your Customer Journey

Closing a sale is a big moment. It’s when you can celebrate all the work that has gone into landing a new customer. It’s where the efforts of all your people and your CRM and MarTech tools have been delivered. It’s a pop-the-champagne and breathe a sigh of relief moment.  It’s also just the beginning. Forward-thinking marketing teams take an ongoing approach to managing the customer journey. But the hand-offs between traditional tools can leave

Mastering Freemium Conversion Means Getting Serious About Product Analytics

Whether you’re talking Rollercoaster Tycoon or Dropbox, freemium offerings continue to be a common way to attract new users to consumer and enterprise software products alike. Once onboarded to the free platform, some users will eventually convert to paid plans, while many more will stay in the free tier, content with whichever features they can access. Research on the topics of freemium conversion and customer retention is plentiful, and companies are continually challenged to make even incremental improvements in

The Build Versus Buy Dilemma: 7 Considerations To Deciding What’s Best For Your Business

The question whether to build or buy software is a long on-going debate between experts with various opinions on the internet. The option to build your own in-house software or buy market ready customized solution still keeps a lot of decision makers confused. With the SaaS market booming to its full glory where the market size is projected to reach USD 307.3 billion by 2026, it is making it easier for brands to subscribe to services without a need to

The Six Stages of the B2B Buyer’s Journey

There’s been a lot of articles on buyer’s journeys over the last few years and how businesses need to digitally transform to accommodate the changes in buyer behavior. The phases that a buyer walks through are a critical aspect of your overall sales and marketing strategy to ensure that you’re providing the information to prospects or customers where and when they’re looking for it. In Gartner’s CSO update, they do a fantastic job of segmenting

Jornaya Activate: In-Market Monitoring and Behavioral Insights for Major-Life Purchases

Jornaya is a data-as-a-service company with a view of more than 350 million consumer purchase journeys every month working in markets where customers invest significant time researching, analyzing, and comparing options on major-life purchases (MLP).  Jornaya Activate provides the only in-market monitoring and behavioral insights platform for major-life purchase marketers in automotive, education, insurance, and mortgage. Marketers can now receive the earliest indicators of buyer intent, by knowing when their customers and prospects are in-market

Indicative: Customer Analytics With Actionable Insights

Big data is no longer a novelty in the business world. Most companies think of themselves as data-driven; technology leaders set up data collection infrastructure, analysts sift through the data, and marketers and product managers try to learn from the data. Despite collecting and processing more data than ever, companies are missing valuable insights about their products and their customers because they aren’t using the proper tools to follow users across the entire customer journey

The 3 Reports Every B2B CMO Needs to Survive and Thrive in 2020

While marketing leaders may have access to thousands of data points and hundreds of reports, they may not be focused on those that are most impactful to the business.

What Questions Need Answered to Evaluate Your Company’s Inbound Marketing Strategy?

I’m working with a prospect right now that knows they require assistance with their digital presence and inbound marketing efforts… but they don’t know where to start nor the path necessary to get where they need. While I’ve written extensively about the agile marketing journey to develop your marketing maturity, I’m not sure I’ve ever written about the elements necessary for success. As I’m working with this client, I’ve been interviewing their sales, marketing, and