Prospective customers today know more about products than they have ever done. Many people tend to search for the solution to their problem on the Web and through Social Media before they buy a product or service, and many of them never even touch the product before buying it. This means the “marketing funnel” has changed into a loop…. Read more »
From the Cherryleaf Podcast: We ask, should marketing and technical communiations be unified?
Over recent years, we have seen many presentation on how marketing and technical communications content shouldn’t sit in separate “silos”, never to be shared between each department. Unfortunately, it’s not simply a case of getting both to agree to share content. In the book Selling the wheel, Jeff Cox and Howard Stevens tell the story of… Read more »
I thought I’d mention a conference I’ll be attending this month – The Customers as Advocates Conference. “Customers as Advocates” focuses on the challenges of creating successful customer relationships that lead to reference and case study programmes.” Although it is aimed at professionals that sell and market enterprise technology, I found it very informative, as a… Read more »
Here is a diagram that shows the different types of User Assistance that can help users as they progress through the customer journey: Supporting the user through the customer journey has become more important, partly because the subscription, “try before you buy”, sales model means users can stop being a paying customer at a moment’s notice. Today, all… Read more »