Marketing teams need to be able to show measurable results for the marketing function to be seen as an investment. Influencing the customer journey and shortening sales cycles is one way to achieve this.
We are committed to better understanding the customer journey through data. That is the reason we do marketing attribution in the first place. Marketing attribution is the story of the customer journey told through touchpoints. Touchpoints are valuable online web sessions and offline engagements that drive brand discovery, form fills, demos and free trials.
We get questions from marketers on whether Bizible can provide data on a specific customer journey: the Golden Path.
If B2B marketers could see every session (i.e. web visit, form fill, and email), and piece together the entire customer journey at a highly granular view, would they discover the Golden Path?
In this post we discuss this topic and show how Bizible’s Data Warehouse product can get marketers a step forward in thinking about the customer journey and the Golden Path.