New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Marketers can survey people in their email list to delve into customer thinking.

In this piece, the author makes suggestions for content mapping to boost conversion. To start, brands must know what their ideal client profile is. Typically, businesses end up creating buyer personas based on what they think their customers would want to receive.

Sending out surveys or interview invitations to consumers already in a company’s email list can help marketers gain insights. Brands could also invest in the right content marketing tools to be used by the sales and marketing teams.

These tools must be able to “talk” to each other well to avoid misalignment between teams. Companies looking to understand how their customers buy must understand their selection process. Learnings from this can inform a company’s personalisation efforts.

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[5 minute read]

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