The new marketing funnel for software and other technology products

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 »

Customers as Advocates Conference 2016

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 »

How technical documentation helps the customer journey

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 »