“You have to think of the customer journey from the first time they engage with your brand, which may be via paid search, it may be straight to your website and start creating that connection and providing value to them from your first engagement. In terms of educating them and not marketing to them, but actually helping them solve problems and get better at what they're trying to achieve.

So that means serving them content that's highly relevant to them, their business, their needs, who they are. If you start that process long before they become a customer, once they become a customer, it doesn't end there, right?

Once they've trusted you to make an investment in your solution, you want to make sure that they have everything they need to be ridiculously successful with that. There's this continuous education and excellence by helping nurture them along that journey, so that's where you really get that brand love.”

- Melissa Sargeant, Chief Marketing Officer, Litmus

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