Webinar: Obliterate Your Old Customer Processes

Wednesday, January 7, 2015 - 12:00 to 13:00
Dave Sutton

Dave Sutton, President and CEO, TopRight Strategic Marketing  (slideshare)  (audio)

We're in the midst of a remarkable digital marketing evolution at this moment in time. The multitude and complexity of communication media and technologies that are being used to speak with customers is revolutionizing how the work of marketing, sales, and service is performed. The days of campaign-oriented thinking - the traditional approach of 'start-stop-measure-tweak-repeat' - are over. Today, business leaders seeking to drive substantial revenue growth and manage profitable customer-buying processes, must facilitate a continuous, digitally enabled conversation with their customers or they risk becoming irrelevant.

Thanks to the broad proliferation of digital channels such as email, text, chat, display ads, paid search ads, social media, ecommerce and website interactions, your customer's buying process has grown to be highly complex. Before making a purchase decision, a prospective customer will engage numerous times with your brand and your people through many different channels - sometimes over many days, weeks, and months. And, after the decision is made, the fun really begins. Empowered with digital media channels of their own, customers can become your greatest advocates or your worst nightmare. So, how are you responding?

You can start by joining this webinar to:

  • Deepen your understanding of your customers' buying process (I.E. mapping the Customer "BuyWay")
  • Explore how and where different digital marketing channels affect cusstomer purchase decisions
  • Discover how the length of the customer buying process impacts purchase value
  • Think about post-purchase customer processes and how digital can help turn satisfied customers and loyalists into advocates
  • Identify opportunities to improve your markerting, sales, and service processes - leveraging digital marketing capabilities

Dave Sutton is a leading authority today on how to plug strategic marketing techniques and enabling technology into your business to drive organic growth. Dave is co-author, with Tom Klein, of Enterprise Marketing Management: The New Science of Marketing, the ground-breaking book considered to be the definitive statement of a new business discipline designed to create sustained, profitable, and organic growth. He is also the founder of TopRight, LLC - a new kind of strategic marketing consultancy that helps companies corner the markets where they choose to compete. TopRight delivers marketing strategies and digital solutions with a blend of art and science - combining strategy, creativity, execution, and analytics to accelerate business growth.

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