In this episode of The Marketing Clubhouse, we're joined by Gavan Stilgoe, Head of Customer Strategy at R6 Digital, to explore a part of marketing that doesn't always get enough attention: what happens after you've successfully got someone's attention.
Marketers spend enormous amounts of time and money generating traffic, clicks, leads and enquiries. But if the website is difficult to navigate, the form asks too many questions, the checkout is painful or nobody responds quickly enough, all that great marketing can quickly go to waste.
Together, we unpack why businesses often mistake customer journey problems for marketing problems, where the biggest points of friction tend to hide, and why marketers need to become just as obsessed with conversion and customer experience as they are with acquisition.
We also explore the role of technology, automation and AI, when businesses should remove humans from the journey and when human interaction becomes even more valuable.
This is a practical conversation for marketers who want to stop automatically reaching for another campaign and start looking at whether the experience they've already built is actually making it easy for customers to buy.
This episode will help you look beyond clicks, leads and acquisition metrics and start seeing your marketing through the eyes of the customer — because sometimes the biggest growth opportunity isn't getting more people through the door. It's making it much easier for the people already there to buy.
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