Specialties

Customer Journey Mapping - He uses the buyer persona institute's method of persona development. Understanding triggers/initiatives, success factors, barriers, the customer journey, and decision criteria. Working with each client we can quickly define the list of causes and so define each persona for the client's market. Once completed we can think about the buyer's journey. Then develop keywords and content ideas for each step in the journey, 1. Consideration, 2. Research, 3. Purchase, and 4. Post Purchase.
Here is an example of a simple buyer journey to illustrate the concept:
1. Consideration - The customer does not necessarily know that they want to make a purchase. An example of this might be if you and I wanted to get lunch. We might search online for San Francisco and restaurants. We will face a multitude of options, and from those results we decide to choose a Thai restaurant. Once we decided upon the type of restaurant, we have just gone through the consideration stage to research.
2. Research - We have decided what type of restaurant we wanted to find, and that we want lunch. Next, we start searching to determine which Thai restaurant we would like to visit. We conduct a search on Yelp! Or Google For Thai restaurants near us in San Francisco. We pick a restaurant and walk to the place.
3. Purchase - At the restaurant, we decide the menu works for us, there's not much of a wait and sit down, so we order a meal, and pay. We've purchased.
4. Post Purchase - After we've finished our meal the restaurant owner asks us what we thought of the food, and points to their listings on social media sites such as Yelp! And other places. We make a recommendation there.
We need to combine the needs of the customer with each stage of the buyer journey. Consideration is where your customers are now in the buying process, they do not know anything about your product, are not considering it, but do have a need. What we'd do is sit down and talk through how we can bring customers from consideration to purchase and beyond.

Interests

Father of two kids, so spends a lot of time taking care of them. One is elementary age and the other middle school. When he does have time, he works on his personal podcast, all about Agile Marketing. Which explores how marketers use agile marketing to manage their work and marketing digital transformations. In 2021 he launched AIContentGen an analyst firm researching and reporting on the use of AI content generation tools.

Education

DeMontfort University, Leicester, England

Studied marketing in Leicester, United Kingdom. He recalls one of his professors always gave at least 2-3 examples and case studies during every lecture. As students, we were always amazed at his depth of experience and many, many case studies. It illustrates something fundamental about the marketing role, you need a lot of case studies.

This reminds him of the Steve Jobs quote, where he suggested Pablo Picasso said, "Good artists copy, great artists steal" except the quote was probably a misquote. Many other writers wrote similar ideas.

And T. S. Eliot said "Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different. The good poet welds his theft into a whole of feeling which is unique, utterly different from that from which it was torn."

This only goes to show that as the marketing professor illustrated as marketers we borrow a lot of ideas, and meld them into our own when building a marketing program.

The other lesson, marketers often move around a lot!