The typical customer journey rarely follows a straight line and is certainly not a one-size-fits-all scenario. In fact, it could be argued that there is no such thing as a “typical” customer journey. Some customers will make the move from discovery to paying clients in a matter of moments. Others will take their time, drop in and out of the conversation, and be difficult to pin down. There will also be those inevitable tire kickers who take up all of your time and never make a purchase.   Even though we […]

Leveraging customer engagement data can help you make the right decisions to drive your business toward profitability and growth. The trick is knowing how to store and manage the data in ways that are advantageous to your team.   The best possible repository for your data is a decent CRM system. But that’s only the start of the process to make the most out of all your hard-won data.  Only when your CRM system is fully aligned with your entire MarTech stack can you have any confidence in having a “single […]

I’m going to start this article with a gentle warning. Artificial Intelligence (AI) is a tool that can help you become a more efficient and successful marketer. You can use AI to inform your marketing strategy and take some of the heavy lifting out of your activities, but remember, the buck stops with you. AI is not a “magic marketing button” that you can hit to suddenly automate everything you do. So when deploying AI, you’ll need to carefully consider those marketing objectives and double-check everything it produces to ensure […]

Your Customer Relationship Management (CRM) system is the beating heart of your business. With every step of prospect and customer engagement recorded in your CRM, you should never be more than a few clicks away from the intelligence you need to make strategic decisions.  But your CRM is only as good as the information you feed it and the decisions you make about how to use that data. To make the best use of your CRM, you need a carefully defined and precisely executed CRM strategy.  What is a Customer […]

Insurance is a funny old business. It’s one of those financial products everybody needs but hopes they’ll never have to use.   As an insurance agent or broker, you know that the only time most of your clients think about their insurance is when their policies are due for renewal, or when the worst happens and they need it to cover their losses. You’ll also know that a considerable part of your job is reminding your clients that their renewals are due—because there is no insurance policy for a lapsed insurance […]