Marketers are lost in data dead zones that don’t give them real time, end-to-end feedback on conversions and sales. Leaders from Invoca, Vanguard and Strata Homes explore where and why B2C buyer journeys falter, and how a new martech category is helping to turn the lights back on.
‘It’s all about the journey’ has never sounded truer when it comes to marketing. But “organizational fault lines” and “internal disconnects” are showing up in the customer experience, and creating friction, says Gregg Johnson, chief executive officer, Invoca.
According to Invoca research, only 28% of marketers say they are very confident that they understand their end-to-end buyer journey. And the lack of cohesion is costly. Although 90% of leaders recognize the importance of cross-functional alignment, only 10% feel they’ve achieved it – leading to data dead zones when they can least afford them.
Johnson was speaking alongside Natalie Hall, head of marketing at Strata Homes and Josh Lambert, product …