It’s no secret that the information pools that buyers can tap are overflowing. It’s time, however, that we start looking at the customer decision journey with a different perspective and begin focusing on purpose-driven content that creates distinguishing experiences for audiences.For the past few years, we’ve belabored the point that marketers need to map the customer decision journey. It’s true, but in some cases the pendulum has swung too far in the other direction. Instead of not knowing anything about our audience, what they want and how they make decisions, we’ve tried to document the decision-making process to the Nth degree. That’s not much help either. There’s no need to detail every pebble in the road if you don’t have the time or resources to do something with it – you’re putting undue stress on teams and creating paralysis by analysis…
