“Digital breadcrumbs are all of the activities someone does online as they move through their buying journey. Now more than ever, it’s imperative to know as much as possible about what the buyer has already done during that first 60% of the journey. The truth of the matter is there’s no way to capture that information at scale or learn about their personal preferences or interests without technology. By knowing what they have read, downloaded, or shared on social media, you can be much smarter with the remaining portion of the journey.
During the initial digital journey, customers tend to reduce the number of brands up for consideration. The last thing you want to do, when you’ve made it on the short list, is give them a reason to cross you off the list because you weren’t able to provide the experience they were looking for.”
From “How to Sell When Buyers Are Already Making Up Their Minds” by Tiffani Bova, Global Customer Growth and Innovation Evangelist, Salesforce