Forbes: Getting Started with Next-Best-Action Marketing

Organizations are increasingly thinking more holistically about how to guide consumers through the buyer’s journey in order to maximize results. A combination of marketers, experience teams, technology teams and others have been gravitating toward optimizing their entire customer experience in order to attract and retain the most valuable customers.

While these are positive movements for both customers and organizations as a whole, there are two big questions that these teams still grapple with: What if the buyer’s journey I spent so much time designing and orchestrating doesn’t match some of our customers’ needs and they drop out of the sales funnel? Does that necessarily mean they aren’t a good customer and should be abandoned altogether? As much as an organization designs the buyer’s journey around the customer, it should be known that not all customers are alike, thus a one-size-fits-all journey doesn’t work for everyone.

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Greg Kihlstrom