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Valeria,
Totally agree with you on the fact that customer's decision journey is not a straight funnel anymore. It's more about moving people alone the process of buying by providing valuable information or be helpful without expecting much in return especially in B2B when whitepaper and case studies (continue education) still ranks top as buying influencer.

I'm also a big fan on giving people a reason to share and talk about you, it doesn't even have to be around your product or services, it just needs to be creative, fun and different.

Thanks for the post!

Thank you, Jeff. Much appreciated. I'm so glad you're finding actionable value out of these posts. I worked most of my career in B2B and in the service industry, often in industries that were highly scientific or technical. It's work for sure, and it works.

As I said on Twitter, your notes about customer experience are fantastic. Even with a service based industry, there are ways that you can provide an incredible customer experience.

I'm already thinking about how I can use the membership site model as a way for service companies to draw clients into a whole experience and world.

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