14.5% increase in productivity and a 12.2% decrease in overheads  A recent study found that marketing automation increased productivity by 14.5% and drove marketing overheads down by 12.2%, thereby making a significant contribution to business performance. Addressing marketing automation requires a sound understanding of the customer journey and each touchpoint along that journey. The customer […]

14.5% increase in productivity and a 12.2% decrease in overheads  A recent study found that marketing automation increased productivity by 14.5% and drove marketing overheads down by 12.2%, thereby making a significant contribution to business performance. Addressing marketing automation requires a sound understanding of the customer journey and each touchpoint along that journey. The customer journey was addressed in the last article in this series. This one focuses on the touchpoints in the customer journey and how to best leverage them to enable automation and facilitate more cost-efficient and effective marketing.Having ‘mapped’ the customer journey, it is prudent to identify and understand the potential that lies within each touchpoint. Each touchpoint impacts the decision-making process, and the outcome at any one touchpoint might determine whether the prospect moves on to the next touchpoint.In addition to a sale, the optimum outcome from fully leveraging each touchpoint should be the development of…