I was walking a client through a lead generation campaign last week. We had chosen a specific job title, built the audience around that role, and written the ad around a very specific problem that someone in that position tends to experience daily. All our boxes were ticked nicely, and we were ready to launch.  But as we were wrapping up, the client paused and asked a question that pulled us into something deeper. They wanted to know whether we should also mention all the oth

Instead of looking at the individual components, we needed to focus on how the journeys had been thought through and how the business was communicating with people as they moved through it.

This ever-changing document explains the processes that you should follow when interacting with customers. Here's what should be in yours.