This is Episode 48 of This Old New Business weekly business podcast with Jeff Korhan.
In this episode Nimble founder Jon Ferrara returns to the show to discuss how the buyers journey has changed and what we need to do to change with it.
Prior to Nimble, Jon founded Goldmine in 1989 with a college friend, which he turned into a highly successful venture that he eventually sold to FrontRange.
Needless to say, Jon is considered to be one of the top experts in customer relationship management (CRM) and sales force automation (SFA).

Stop Sending Generic Marketing Messages

It should go without saying that if your marketing speaks to everyone, then it speaks to no one in particular. Mass advertising once worked for big brands, but that strategy is no longer viable for businesses of any size.
Now every touchpoint along the buyers journey must add value, which means we have to use technology to personalize. The future of digital marketing will require the integration of buying signals with meaningful marketing touchpoints to derive insights that drive mutually beneficial outcomes.
Thus, social selling and relationship marketing actually become valuable differentiators. According to Jon Ferrara, nobody buys great products, but rather, a better version of themselves that may actually be independent of the product.
The challenge is using tools like Nimble to mine the abundant information that is readily available, and then acting on it to send the right message, at the right time, and on the right channels, to enhance the buyers journey

Key Take-Aways

• You can connect with Jon on Twitter @Jon_Ferrara or @Nimble.
• Learn more about Nimble Social CRM and get a free trial here.
• Here’s the link to the insightful McKinsey Customer Decision Journey article that Jon mentioned.
• “If you teach people how to fish, they will figure out that you sell fishing poles.” – Jon Ferrara

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.
He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+