Is a long sales cycle a fact of life for you? Nobody makes an impulsive decision to buy from you. You must nurture the people in your pipeline: from suspect to prospect to lead to hot lead to customer to brand enthusiast*. (Don’t neglect that last one; they’re big-time influencers on social media.) The Buyer’s Journey can seem endless, but …
Customer insight is silver. Prospect insight is gold.
Do the math. Your prospects outnumber your customers by a ratio that should inspire your fondest dreams of exponential growth. Your “ten-bagger,” your “BHAG.” 1000-1? 10,000-1? Any way you slice it, every marketer has a prospect audience out there with enormous potential. If. (Big if.) If, for example, marketers get over the obsession with customer insight. Is CI useful? Sure. …