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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

The Buyer’s Journey: How Can Marketers Deliver a First Class Trip?

Editor’s Note: Today’s post comes courtesy of Julie Wingerter, partner marketing manager at SnapApp, a content marketing platform used by companies to easily create interactive content to generate leads and drive revenue.

When was the last time you used a travel agent?   Most of us prefer to research, plan, and book travel ourselves using the tools available to explore ideas, review other’s opinions, identify options and compare prices. This phenomenon – of doing our own research and evaluation without the help of an agent – is not unique to travel.

According to Forrester Research, on average, buyers are 90% of the way through their buying journey before they ever talk to sales. That has huge implications for marketers.  No longer responsible solely for lead generation and high level nurturing, modern marketers are educating prospects, sharing specific solution information and cultivating relationships.

So how can marketers effectively generate leads and push them toward sales? Is it possible to really understand each prospect’s unique requirements, share relevant information in a timely manner, and build credibility and trust as a marketer without ever even talking to prospects? And what about all of the noise as more and more companies produce content? These are the marketers’ challenges.

Interactive content can help.

By adding interactive content into the marketing mix, modern marketers are creating new, engaging and educational experiences at each stage during the buyer’s journey. They are turning their information monologues into dialogues as they replace static content with dynamic exchanges. They are having conversations and closing customers. They are replacing the travel agent.

To explore just how marketers can use interactive content throughout the buyer’s journey, Oracle Marketing Cloud teamed up with SnapApp, which offers the SnapApp Content Marketing Platform, to create the Interactive Content & The Buyer’s Journey infographic.

For more tips on how to maximize the buyer journey for your audience, check out our joint white paper “The Marketer’s Guide to Delivering a First Class Trip.”

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