Alternatively: Chicken Soup for the Customer’s Soul
It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.
What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch.
You can improve your buyer’s journey by optimizing results to find specific answers to specific questions. But those are hard to predict. Rather than optimizing the result, how can you optimize the experience — the full journey, whatever it might look like?
These are questions that need answers. Because the reality is: you compete with all the experiences your customers have everywhere online. When a customer goes to Amazon and has a great search experience, they ask — why doesn’t everyone work this way? Your competition isn’t just other B2B companies, it’s Amazon too. High standards and a poor experience will send visitors looking somewhere else — anywhere else.
The data you gain from having a better site search lets you optimize the rest of the experience. Websites can be intelligent when this data is put to work. Do people who buy chicken soup also usually buy herbal tea? Desserts? Your data knows, and your site can make suggestions.
1:20 Intent based marketing is new again
11:45 Your competition is the whole internet
16:48 Search is intent, fundamentally
19:05 How do you utilize data to improve the customer journey?
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