Intent-Rich Moments Are Critical

Appropriate informed actions during (prospect) intent-rich moments are critical to achieving a close.  This is important during online desktop; online mobile and offline sales activities for both B2B and B2C prospects.

Richard Saling calls these “Want-to-know moments. Want-to-go moments. Want-to-do moments. Want-to-buy moments.”  in an article at tipsandtricks-hq.com.

To explore this from a mobile B2C perspective Google commissioned a study by Forrester.  A Forrester Consulting Thought Leadership Paper; Moments That Matter: Intent-Rich Moments Are Critical To Winning Today’s Consumer Journey  focuses on mobile B2C sales cycles.

Forrester’s Key Findings:

  • “Firms recognize the sense of urgency that mobile imparts on the new path to purchase. …  Additionally, 84% or more have adopted specific data-driven approaches to uncover moments-centric insights.”
  • “Although they acknowledge the necessity of delivering to customers in moments … in these moments, only 16% …have the actual capability of merging contextual data with customer data for this purpose”
  • “Almost no organizations have the necessary capabilities to effectively identify, deliver on, and measure moments.”
  • “Companies that make steps toward becoming “moments-ready” reap tangible benefits.  …  Those that invest in the necessary infrastructure and integrate back-end systems to deliver on moments of intent are 33% more likely to report very profitable overall marketing ROI.”

Summary – Intent-Rich Moments Are Critical

There are tangible benefits to understanding and exploiting Intent-Rich Moments.  Forrester has demonstrated this for the mobile space.

Download

Please click Moments That Matter: Intent-Rich Moments Are Critical To Winning Today’s Consumer Journey to download this Google commissioned study by Forrester Consulting.

Please See

Are You There in The Zero Moment of Decision?  at www.tipsandtricks-hq.com.

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