Going INCOGNITO without going INCOGNITO!

I discovered HubSpot (marketing automation) when looking up for helpful marketing related content.

I heard about Gong (revenue intelligence) when someone tagged them in a LinkedIn post.

I was introduced to Bizible (marketing attribution software) as a passing reference in a podcast I was listening to.

I came across 6sense (ABM platform) through a comment on a social media post.

I found out GTM Buddy (sales enablement tool) when a former colleague mentioned using it.

I noticed Sprout Social, Inc. at a tradeshow.

unearthed Hotjar | by Contentsquare (web behaviour analytics) in a video totally unrelated to the product.

I got wind of Splash (SplashThat.com) when our company started evaluating it.

I tumbled upon Unbounce when a former colleague joined them.

And the list goes on and on…

But when I wanted to actually know more about these tools, I did a branded keyword search. None of these would have been captured in a source attribution report. There are so many unmeasurable touch points that drive someone to even go to Google to start searching.

Yet a majority of marketers are busy in focusing on so called activities that yield ‘leads’!

People can find you in the most unexpected way without leaving a trace. In fact 55-60% of the buying journey is not captured anywhere.

Marketing - IEE framework

Marketing isn’t about measuring every single touch point. It’s aim is to inform, educate and entertain (IEE) to drive sub-conscious brand consideration. This can be through a number of touch points that leads to affinity and eventually a purchase when the buyer is ready!

BONUS

Check this post for similar insights on how people buy!

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