marketing automation

Businesses today must work hard to meet customer demand in new and personalized ways.

With the evolution of technology as it stands today, there has been a substantial shift in the buyer’s journey. We live in a digital world – there’s no doubt about that!

Technology will only keep expanding and enhancing as time persists, so it’s crucial that marketers and businesses get ahead of the game.

Prospects are in the driver’s seat today. They direct their own buyer’s journey.

It’s no longer about saturating a market – it’s about intelligent marketing! Consumers are in control, but this shouldn’t make your business fear because that also means they’re doing more of the leg work for marketers.

Marketers don’t need to “canvas the universe” anymore. They just need to be able to track where customers are in their journey, and prepare to respond at the right time.

Effective marketing is about reaching the right prospect or lead at the right time through the right channel with the right messaging.

But what is the answer? It’s not black and white – it’s about creating unique and tailored experiences for every individual and segment.

Tools like marketing automation can help make it easier for marketers to deliver.

According to a recent report from Demand Gen, 78% of consumers start their buyer’s journey today via a web search, while 50% turn to peer reviews and social media as centers of influence through their buyer’s journey.

This relates directly to the first two stages of the buyer’s journey – attract and capture, which is what inbound marketing is at its core.

Outbound marketing is also present in the first two stages of the buyer’s journey. During these stages, marketers use outbound tactics to intelligently get their messages in front of the right buyers.

This analysis should help you see that it’s important to use inbound and outbound tactics in harmony. Both methods benefit your overall marketing effectiveness.

Building a relationship with your buyers should be a two-way street. You should strive to incorporate push and pull tactics to keep your marketing cycle alive and exciting throughout the lifetime of your business and its customers.


Do you want to learn more about the new buyer’s journey and how you can best respond? Get relevant use case examples in the eBook, “How to Activate Your Dual Powered Marketing.”

Get expert insight, best practices, use case scenarios, tips for integration and measuring, and get to know more about the new buyer’s journey.

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Digital Marketing Specialist