Discussion Topics:
Today, customers have become accustomed to self-service and want to complete most of their customer journey on their own. Depending on your source, buyers complete somewhere between 57% to 74% of the B2B customer journey before they reach out to a salesperson.
The result is that most marketing no longer takes place in person—it’s done mostly at a distance. This means marketers need an entirely new understanding of their customers.
Professor of marketing and award-winning author Dr. Tracy Tuten will be joining Tony Ulwick to discuss the fast-changing demands of the digital customer journey and the tools marketers can use to deliver on those demands.
Tracy L. Tuten, Ph.D., is a professor of marketing and author of several books including co-author of the award-winning textbook, Social Media Marketing. She has recently been awarded the TAA 2021 Most Promising New Textbook Award for, The Principles of Marketing for a Digital Age.
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