– The company has shifted its business model to require consulting services along with software sales, in order to provide a more comprehensive solution for brands.
– They have added ad recommendations to assist with evaluating and coordinating paid advertising efforts, using direct data from sources to avoid attribution issues.
– The company has developed intent matrices and a comprehensive guide to help teams understand and navigate the customer journey, reducing the burden on delivery and focusing more on mentorship and advisory roles.Implement hard caps on the number of clients serviced at any one time to better accommodate the transition to including consulting services with all contracts.Just sketched out the next six months for us as a business. It’s going to be wild. But first, here’s what we’ve done in the last six months in our self-selected order of importance.
1. We’ve stopped selling just our software; we now require consulting with all contracts. Over the course of the last year, it became clear that brands need more than just software, and we found ourselves constantly having to draw a line on what was covered and what wasn’t covered by our agreements. Recognizing this, we’re currently including Formtoro under our consulting services, which has allowed for a deeper alignment with brands across multiple business touchpoints that go beyond just data collection and insights. All our advice is based on these insights… BUT that hasn’t been what’s important to people. It’s too much work for most teams to be able to tackle data in a way that allows for prioritization and action. They get overwhelmed. As a result, we’ve opted for hard caps on the number of clients that we service at any one time to better accommodate this transition.
2. We added ad recommendations to help/replace media buyers. With a changing role that often oversees a bit of email, paid media, landing pages, product pages, customer support, and other areas, we’ve begun to automate the early intent signals to find gaps that exist. So we’ve rolled out ad recommendations that can help us assist and coordinate how to evaluate paid advertising. Our data is direct from the sources, so we don’t run into typical issues of attribution. We use them to gauge progress via multiple steps rather than the traditional KPIs by looking at key intent markers made up of zero-party, first-party, and third-party data.
3. Intent matrices based on data with an internal guide on what to do. In making this switch back to consultative, we doubled down on internal resources that are easy to understand and guide teams towards success, reducing the burden on delivery and switching more to mentorship and advisory. The first steps were rolling out matrices related to the customer journey, starting with ad KPIs. The ad is the start of the journey; we now apply those data signals across the other parts to highlight gaps. We even include a full 45,000-word guide to help you understand how to approach the customer journey. It’s my personal playbook. It will be constantly updated with our findings.
4. (Bonus)Enabled support for post purchase surveys. We’ve had them dormant in our platform for a bit, but we see a change in the broader space around data collection and are in a position to combine pre-intent quizzes, intent sign ups, and post-intent zero party data all together to more clearly understand the customer journey. We’re bullish on all these experiences being combined.
We’re usually early on trends, look out 2023 :)#marketing #formtoro #ecommercehttps://www.linkedin.com/in/jivanco