The experience makers live virtual conference held by. Adobe this summer was packed with interesting and informative keynotes and breakout sessions on a variety of topics related to modern. Business and marketing and sales. But there was one major theme that seemed to be the red thread and became the point that really stuck. For me: in a covid-19 world, content and customer journeys are more important than ever. While so many businesses are finding ways to pivot their offerings. Services, and even business models to adapt. How consumers are currently limited, those who are becoming more innovative. In their content and how they engage customers throughout. The same high-quality level of service that makes prospects buy.

The Customer Journey

The ones who are still surviving and even thriving during. These turbulent times. We know that content is king. But why is it especially so important for a modern customer journey? Let’s take a look. In-person events and meetings are no longer happening. When we think about a basic sales and marketing process in high-touch businesses. Many of the final consideration and decision stage activities are done person-to-person between sales and a prospect. This may mean presentations. Product demos and contract negotiations are in-person and on location. But with some markets completely eliminate the possibilities for in-person meetings. And others strongly advising against it, we need to find ways to quickly adapt to being 100% online and virtual, while still keeping.

 

Even in Consumer-Facing

Industries, much of the awareness and consideration stages. The customer journey happens online, though the last leg of the decision. Making may happen in-store or with the help of a salesperson or account manager. As Gary specter, vice-president of global commercial business. At adobe mentioned in his opening keynote, “new customers came online and loyalty has increased. Showing the importance of relationships over transactions.” businesses of all types have had to find new, creative. Ways to continue to engage customers as they get to the point. Where they are ready to make a decision, but sales aren’t physically there to convince and convert. This is where new forms of content are taking center stage. Without the “high-touch” activities of high-touch sales, we’ve had to get creative.

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