Building Loyalty Through Post-Purchase Marketing and Social Selling
B2B marketers often focus their efforts on acquiring customers, but the journey doesn’t end with the purchase. As Antonia Wade, CMO of PWC, insightfully highlights, “The point at which clients were most unhappy was just after they’d signed the deal.” This surprising pain point underscores the critical need for post-purchase marketing strategies that build loyalty, […]
Redefining the B2B Marketing Funnel: The Role of Brand in High-Stakes Decisions
For decades, the marketing funnel has been a staple framework for guiding buyers from awareness to purchase. But in today’s complex B2B landscape, where decisions involve “between 8 and 15 people” and can span years, this linear approach is increasingly out of step with reality. Instead, a dynamic framework—one that reflects the intricate and non-linear […]
