Really understand the customer behavior
WEX is a billion dollar payment processing firm in Portland Maine filled with the nicest people. They are brilliant acquisition-based marketers dedicated to building a better brand experience and improving relationships across the entire value chain.
The marketing team had a very good idea of what their customers lives were like. They understood their struggles and how WEX could help them grow their business. And there was also lots of content — GREAT content — but it wasn’t always delivered at the right time, in the best format and reaching consumers at the most opportune time.
In the quest to build a customer journey, the nuts & bolts of building content can distract marketers from seeing the emotional triggers that create unbreakable connection between the brand and prospect. If a prospect or customer experiences an uncomfortable emotion – fear, anxiety, worry, uncertainty, unpreparedness – your branded content needs to be what soothes them.
In an custom workshop, we helped WEX think differently about buyer and customer journeys and introduced the concept of emotional micro-moments.
It was a game changer.