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