– The speaker operates across all business sectors and emphasizes the importance of the customer journey versus the company journey.
– They have been advocating for these concepts for the past decade and have had to go against conventional thinking to implement them.
– Their software, Formtoro, collects data from customers and combines it with other data to identify gaps in the customer journey, and they believe that software should enable better advice rather than being the main focus.Focus on leveraging data collection and software to optimize efficiency and provide data-backed advice to clients, ultimately shifting towards a services-first approach rather than relying solely on scalable software solutions.I talk about e-commerce, but truth be told, I operate across all business sectors. The concepts I talk about are all the same: customer journey versus company journey, no matter the sector. These concepts are gaining some traction, but I’ve been preaching them religiously for the last decade. I’ve had to go against everyone to roll them out. I only care about efficiency. To do this, you have to go against the grain of conventional thinking.
Our product, Formtoro, is logical marketing. It was purposely designed to demystify marketing. The fact that people do things the way they’ve always been done is silly. We need to become comfortable working backwards, envisioning the greatest experience for a customer, and then finding technology to meet them halfway. We collect data directly from customers via single-question-at-a-time multi-step sign-up forms. We then take that data and combine it with other first-party and third-party data to identify gaps in the customer journey.
Although focused on e-commerce, our software has a lot of other straightforward use cases: SaaS sign-ups with logic-mapped custom demos and follow-up calendly appointments with the best rep based on answers, media blogs with multi-step data capture that can bolster the advertising pack to anyone looking to advertise with them beyond what Google Analytics provides, gated website content that requires someone to sign up and provide data for access (think video demo library rather than normal BS gated white paper bullshit), auto document creation via user-submitted answers, and more. We’re way more than e-commerce, but you start with a niche. E-commerce is a complicated one.
A lot of people think we just do pop-ups like everyone else, and it’s about personalization. We’re really consultants. With software, we’re able to speed up our ability to give practical, data-backed advice so that more companies can benefit from our time being optimized. We use data collection to leverage strategies that would take me five times as long to unlock if I had to manually go through data.
In a very real sense, most companies we work with are getting software for free and a five-for-one exchange on my typically hourly rate because software has allowed for so much time savings. We think the future of companies is in expertise. You shouldn’t pay for software; you should pay for advice. Software should enable better advice. The problem is this contrasts with all SaaS models because it makes things non-scalable. I have a feeling though we’ll be able to crack it because we approach in from a services first perspective.#marketing #recession #ecommercehttps://www.linkedin.com/in/jivanco