How to convert enterprise accounts when the entire customer journey moved online

I’ve had the pleasure of hosting AVISHAI SHARON, CEO of Trendemon, to discuss how Covid impacted our work as marketers.

Prior to founding Trendemon, Avishai was a marketer himself, and was frustrated by the same things we are all struggling with, and mainly- how to measure and prove what works in digital marketing. This same challenge is even more relevant nowadays, as pretty much all our marketing activities in the past 8 months happen online. During this period, marketers have invested tremendous resources in trying to persuade potential customer to come into our website and consume our content. And indeed, most of the industry reports that during Covid, website traffic has exploded. But in the same time, conversion has dropped. It seems that people are spending more time online but are buying less.

For marketers this means trouble, as we are now required to measure (and deliver) business results. Counting visitors isn’t enough anymore, and with Covid having a substantial impact on marketing budgets, marketers find it harder to justify spending without hard data. In addition, what seemed like a bonanza for digital marketers, turned out to be a curse. With everyone using digital channels for everyday work, we all suffer from zoom fatigue, and aren’t really interested in being exposed to additional online conversations.

So we have less traffic, less and intent and a smaller budget. How can us markters succeed in such challenging conditions?

Avishai suggests to stop measuring website traffic and start thinking about the entire customer journey and make it as impactful as possible. 

With everyone “shouting”, we need to teach ourselves to listen to what our audience wants to hear or types of content it likes to consume. This audience needs to be segmented and presented with a personalized experience. This personalized content can only be created once we have a deep understanding of our offering and the audience, and it should be optimized be constantly measuring what has worked, then understand why, and work back through the customer journey to recreate additional content. This process puts a lot of emphasis on content creation, which is hard (and expensive). But on the other hand, content that is specifically tailored to the audience will have much better impact- so if we’re going to create content anyway, we might as well optimize it.

 This process has impacted not only marketers, but all customer facing function in the organization. Sales, marketing and customer success are now “together-apart”- meaning that they all work in remote location but in fact much closer than they used to. Sales people now need to work with digital tools, and in some organizations, marketing department are taking responsibility over the inside sales processes.

 We should all strive to improve the customer journey, personalize the content shown to our visitors and “make websites great again”. This is the only way we can survive and flourish in this hyper- connected, attentionless world that Covid has forced upon us. 

To watch the webinar recording, please click here