"Customer journey map" has come to mean about five different things, depending on who's saying it, customer journey, user journey, buyer journey, user flow. The confusion shows up in every workshop. Here are the four main types, what each is actually for, and how to make sure you and your team are working from the same map.
Top-of-funnel, middle-of-funnel and bottom-of-funnel sound like marketing jargon, and they're three genuinely different problems that need different content, offers and metrics. Get TOFU, MOFU or BOFU wrong and the funnel quietly leaks. Here's a working definition of each, the tactics that fit each stage, and the metrics that show whether each stage is doing its job.
After 20 years of customer feedback data across multiple industries, three service attributes keep showing up as the drivers of 80% of loyalty. None of them is price. Here's what they are, why most organisations get them backwards, and how small businesses can deliver them as well as large ones.
Landing pages and homepages look similar from the outside and serve completely different jobs, one is a single-CTA conversion machine, the other a broad orientation page. Mix them up and both quietly under-perform. Here's the side-by-side, with what makes a good landing page (one CTA, audience-targeted, no navigation, offer in the first block) and where most teams blur the line.
LinkedIn is the obvious B2B network and Facebook is obviously not, except that business people are also people, and the Facebook numbers (80% of Australians, vs LinkedIn's 27%) start telling a different story. Here's the LinkedIn-vs-Facebook comparison across B2B marketing use cases, with the demographics, targeting capabilities, and which platform wins for prospecting, retargeting, brand-building and data enrichment.
Once NPS data is flowing, the question of targets follows within weeks. Set them badly and you'll get score-begging, gaming and demotivated staff. Here's a practical approach to setting NPS targets — including the prerequisites that need to be true first, why local targets beat global ones, and the case for waiting longer than feels comfortable before setting any.