Identifying Buyer Signals Through the Noise

"Are we seeing a signal and pretending it's not? That's the question that we're really trying to get to."

Key Insights:

• Marketers need to learn to distinguish between important information (signals) and unimportant (noise). To get a clearer signal and allow for better decision-making, it's important to filter out the noise to find those signals.  

• These signals can come from customer journey data, sales and customer service feedback, and conversion rates. However, these same sources can also generate noise. Marketers must determine which information from these sources is valuable or distracting.  

• Start by assessing the feedback frequency to determine whether it's a signal or just noise. You can ask yourself, “Has this feedback been received multiple times from various sources?” If a particular concern arises repeatedly and consistently, it's more likely to be a signal that warrants attention.  

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