TOM-You’ve been doing customer journeys all wrong – damnit

If like moi you follow (with squinty-eyed, suspicious interest) all the chatter on things #modernmarketing you would have noticed the near-hysterical levels of excitement around content and buyers journeys of late. Myths being exploded and debunked. People accidentally peeing their pants at the revelation that 67% of buyers don’t always self-educate entirely before they speak to sales, blah blah. Truth be …

TOM How we got conned by evangelical celebrity marketers

Picture the scene. A huge event in London, San Francisco or Berlin. An overly-enthusiastic marketing visionary takes to the stage to preach to his congregation. Daftpunk provide the thumping bass. The crowd whoops and hollers and applauds, and promises to buy more tickets and licences and books. They hold up their branded thermo-coffee mugs and wear their lanyards (complete with …