Customers over channels: Why Holistic Marketing Automation Takes a Customer-First Approach
“When all you have is a hammer, every problem looks like a nail.”
This version of a famous quote, attributed variously to Abraham Maslow and Mark Twain, refers to what happens when you limit your focus too narrowly on your own objectives without considering the best way to solve a problem.
This is the approach many marketers take when going after their biggest objective: trying to persuade new customers to buy the first time; persuading first-time buyers to buy again, or bringing back long-time customers to buy more.
Too often we start with the technology, but if our end goal is to help our customers make decisions, meet needs and achieve goals, then shouldn’t we start with the customer?