Discover how shared KPIs across marketing, sales and operations reduce silos, improve collaboration and strengthen customer experience. Includes practical guidance, lived experience and a proven cross‑functional KPI framework.

Modern marketing moves fast — but empathy requires us to slow down and see the human story behind the data. This blog explores the empathy gap, the difference between stated and latent customer needs, and how curiosity, evolving personas and everyday team practices help marketers build deeper, more human understanding.

This blog breaks down what nudges are, why they work, and how you can apply them immediately — even with limited time and resources. It also includes real case studies from the wider sector to show these ideas in action.

Learn how to build high‑performing email campaigns by focusing on real customer problems, motivations and triggers — not product updates. Includes examples, a problem‑to‑email matrix and practical steps to turn insight into conversion.

Learn how to identify frustration, confusion and disappointment in your customer journeys using a simple, relatable scenario. A practical, insight‑led guide for marketers who want to improve customer experience and boost conversions.

Discover how to spot surprise‑and‑delight opportunities across customer journeys using a fictional gym‑goer scenario. A practical, insight‑led guide for SMEs and junior marketers.

Discover how donor journey mapping helps small charities attract more donors, build trust, and improve retention. A simple five‑step method to create a more meaningful donor experience.

In the last blog we mentioned customer journey mapping and how this is a useful approach to helping you to understand the customer experience and pain points. In today’s blog post we are going to explore how mapping customer journeys can be a catalyst for aligning marketing content with real customer problems.

We always liked the previous CIM definition of marketing as it used the word “advocate” for customers, whereas now it talks about satisfying and responding to customer needs. However, the word advocate we always found very emotive word to use when helping the teams we lead to understand their role. For us apart of this advocating for them, means ensuring they have a voice and we’re listening to them!