These phases, or something very close to them, tend to exist in every customer journey. Every company and every customer is different, but for the sake of having a starting point – this is where we generally start to identify and prioritize which problems we solve for our clients.
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Awareness. Perception. Sales. Leads. Conversions.
For most of the last twenty-five years I have spent in media and marketing, the goals of almost all the clients I have served have related to one of these metrics. Marketing naturally leans towards driving more top-line engagement with new customers, and in the B2B and ecom space, towards driving new sales from new customers.