Multichannel Selling Strategies

Despite all the promise of AI, we're settling into an "FAQ bot" equilibrium. The best the biggest vendors on the market can do is bots that summarize FAQs and maybe call an API or two. Unfortunately, not all (and often not many) customer problems can be solved with this approach. It's often the case that resolution requires engaging with the real world - placing calls, sending messages and Slacks. When we launched our solution to this - Team of Agents - last month, I think even we underestimated just how many more customer problems can be solved when multiple different Lorikeet agents can work together. As a result, we're sharing more about how this works and the types of problems it can solve, in the hope it inspires other CX leaders to aspire to do more for their customers. When a customer has an issue that requires a multi-party resolution, the Lorikeet agent engaging with the customer spawns a secondary agent to contact third parties via voice/text. Each agent gets clear outcomes, deadlines, and decisions to confirm and works independently in real time. The secondary agent reports its results back to the primary agent, who can then resolve the customer's issue. For example, if a customer reaches out about a missing delivery and Lorikeet determines the package's status needs to be investigated by the logistics company, it can spawn another agent to call the logistics provider. Once that agent has escalated and received the package status from the logistics provider, it reports back and the original agent shares the update and next steps with the customer. Not only does this cut out a manual, human process, it also enables an end-to-end resolution in minutes, not hours or days. This means we're not deflecting complex problems and are instead closing the loop, completely solving them. Read more on how independent third-party collaboration works in our guide.

I just finished reading Flywheel's "The Big Shift" report on redefining ROI with Return on Consumer, and it crystallized something I've been thinking about for months. Here are my key takeaways and what they mean for Amazon advertisers. While ROAS has served us well for immediate conversion optimization, it falls short in identifying and nurturing long-term customer relationships. What's exciting about Amazon's canvas is the quality of identity resolution we can achieve. When customers interact with ads and make purchases, we can connect those touchpoints with much higher confidence than other platforms. This isn't just about tracking sales – it's about understanding the complete customer journey. Amazon Marketing Cloud: A Bridge to the Future The recent expansion of AMC's lookback window to five years is more than just a feature update. It represents a fundamental shift in how brands can understand and activate their customer data. This unprecedented access to purchase history, combined with privacy-safe behavioral insights, allows brands to: • Measure true customer lifetime value • Identify high-potential audience segments • Optimize point of market entry (POME) • Drive sustainable growth through data-driven decisions Beyond Last-Touch Attribution One of the most common conversations I have with advertisers centers around breaking free from last-touch attribution. The reality is that customer journeys are complex and non-linear. With AMC, brands can now see how different touchpoints – from Sponsored Products to Streaming TV – work together to drive both immediate sales and long-term customer value. Real-World Impact The report illustrates this perfectly: a consumer might enter a brand's portfolio with hand soap one year, then purchase detergent and dryer sheets the next year, followed by air fresheners and storage products in the third year. This insight, only possible through long-term customer journey analysis, completely transforms how we should think about acquisition strategy and budget allocation. Looking Ahead • The future belongs to brands that can effectively: • Verticalize their ROI approach within Amazon's canvas • Focus on customer lifetime value rather than individual transactions • Use behavioral signals to fuel sustainable growth • Balance immediate performance with long-term customer value The Question for Advertisers The shift to ROC isn't just about new metrics – it's about fundamentally rethinking how we measure success. Are you still optimizing for short-term ROAS, or are you building for sustainable customer lifetime value? Want to learn more? Read the report: https://lnkd.in/gd2DNBfT Like to listen? Check out the podcast: https://lnkd.in/gPzvS7ci How is your organization adapting to this evolution in measurement and optimization?

Your customer journey map is missing the 8 touchpoints that matter most. You've optimised your ads, polished your landing pages, and A/B tested your emails to death. But whilst you've been obsessing over the obvious touchpoints, your customers have been forming opinions about your brand in places you've completely overlooked. These hidden moments of truth determine whether customers stick around or silently disappear. The good news? Your competitors are probably ignoring them too. 1. Pre-awareness Influences • What it is: Social conversations & word-of-mouth before formal brand discovery • Why it's missed: Difficult to track & attribute • Optimisation tip: Create shareable content specifically designed for peer-to-peer sharing • Impact potential: ⭐⭐⭐⭐ 2. Post-Purchase Onboarding • What it is: The critical first 24-48 hours after purchase when buyers seek validation • Why it's missed: Teams focus on acquisition, not retention • Optimisation tip: Create "success accelerator" emails with usage instructions • Impact potential: ⭐⭐⭐⭐⭐ 3. Product Documentation • What it is: Help guides, FAQs, & support materials • Why it's missed: Often delegated to technical teams without marketing input • Optimisation tip: Inject brand personality into help documentation • Impact potential: ⭐⭐⭐ 4. Customer Support Interactions • What it is: The conversations with service teams that shape perception • Why it's missed: Viewed as cost center, not marketing opportunity • Optimisation tip: Create scripts that highlight complementary products/features • Impact potential: ⭐⭐⭐⭐ 5. Digital "Dead Ends" • What it is: 404 pages, out-of-stock notifications, & other negative pathways • Why it's missed: Seen as technical errors, not opportunities • Optimisation tip: Transform dead ends into discovery points with recommendations • Impact potential: ⭐⭐⭐ 6. Transaction Confirmations • What it is: Receipts, shipping notifications, & order confirmations • Why it's missed: Treated as operational communications only • Optimisation tip: Include personalised next-best action recommendations • Impact potential: ⭐⭐⭐⭐ 7. Post-Usage Check-ins • What it is: The period after customer has used your product for intended purpose • Why it's missed: Customer journey maps often end at purchase or initial use • Optimisation tip: Create timely follow-ups based on typical usage patterns • Impact potential: ⭐⭐⭐⭐⭐ 8. Community Participation • What it is: Customer-to-customer interactions in forums & social spaces • Why it's missed: Difficult to scale & often understaffed • Optimisation tip: Identify & empower customer advocates within communities • Impact potential: ⭐⭐⭐⭐ Your marketing doesn't end where your analytics dashboard stops tracking. The brands that will win tomorrow are already investing in these invisible touchpoints today. Which one will you optimise first? ♻️ Found this helpful? Repost to share with your network.  ⚡ Want more content like this? Hit follow Maya Moufarek.

In the rush to launch paid campaigns, it’s easy to focus all your energy (and budget) on a single channel. But relying on just one platform can leave your strategy vulnerable—and your results underwhelming. Got a budget? Check. ✅ Platform selected? Check. ✅ Ready to launch? 🚀 Hold on! Here’s the truth: Without proper media mix planning, your campaign could fall short of its full potential. Media mix planning isn’t just a fancy marketing buzzword; it’s a critical strategy for ensuring your message reaches the right audience at the right time through the right channels. Let’s break it down: 1️⃣ Diversify for Impact: Not all platforms are equal. While social media may increase awareness, search could significantly boost conversions. By diversifying your channels, you maximize your reach across the buyer’s journey. 2️⃣ Audience-Centric Approach: Your audience isn’t confined to a single platform. Some might scroll LinkedIn for professional insights, while others relax with YouTube videos. A well-planned media mix ensures you’re visible wherever they are. 3️⃣ Budget Efficiency: Allocating your budget across multiple channels doesn’t just increase exposure—it also reduces the risk of overinvesting in a single platform that may underperform. 4️⃣ Data-Driven Insights: A multi-channel approach allows you to gather insights from various sources, helping you understand what works best for your audience. This data is gold for optimizing future campaigns. 5️⃣ Resilience in Results: Ever faced an algorithm change or rising CPMs? A robust media mix ensures you’re not overly reliant on one platform, protecting your campaign performance from unforeseen challenges. Before hitting “Launch,” take a step back. Map out your channels, set clear goals, and align your message. The effort you invest in media mix planning today will pay off in better performance tomorrow. What’s your approach to media mix planning? Follow #socialJJ to read more marketing posts. #marketing #mediamixplanning

If you've got a new service, or product, or if you enter a new vertical, even if your partners are ushering you into their market, expect skepticism. Even with the best partners advocating for you, decision-makers may hesitate and many companies will put you at the bottom of their priority list until you can prove your value. It’s crucial to get traction quickly, or risk being overlooked. Here’s what I would do to break through that initial skepticism and gain momentum: 1. Pilot Programs: Offering a limited-time trial can help, but only if it's designed to deliver clear value from day one. - Set clear success metrics with your customer before the pilot begins. Establish measurable outcomes like improved productivity, user engagement, or cost savings. - Don’t just give them the product—ensure their teams are trained and equipped to use it effectively during the trial. This maximizes the chance of success and measurable impact. 2. Feedback Loops: Regular, structured communication with your partners and customers is key to refining your offering. - Set up bi-weekly check-ins to gather both quantitative data (usage rates, performance metrics) and qualitative feedback (user experience, pain points). - Use this feedback to adapt your approach in real time. Whether it’s tweaking features, adjusting pricing, or improving support, make sure you’re iterating based on what you hear. 3. Case Studies: Success stories build trust and reduce uncertainty for potential customers. - Create detailed case studies highlighting real results from your pilot programs or early adopters. Focus on specific benefits—whether that’s operational efficiency, cost savings, or user satisfaction. -Share these case studies with future prospects to showcase the value and credibility of your service. Timely, relevant examples can turn a hesitant prospect into a committed customer. Gaining traction with a new service takes time, but with the right strategies you can overcome skepticism and build momentum.

We were on a sales call with the CEO of a $200M+ company. He told us they’d spent over 𝘀𝗶𝘅 𝗳𝗶𝗴𝘂𝗿𝗲𝘀 on AI tools → Copilot, Fathom, Jasper (all the buzzword software) 6 months later? 𝗭𝗲𝗿𝗼 𝗥𝗢𝗜. - No change in revenue - No drop in sales cycle - No team alignment Just a bloated stack & a frustrated exec team. --- 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗽𝗿𝗼𝗯𝗹𝗲𝗺: AI tools don’t fail because of the tech. They fail because there’s no end-to-end infrastructure. → No system for turning sales calls into insights → No system for surfacing FAQs, objections, decision factors → No connection between what sales hears & what marketing posts So content gets made… But it doesn’t convert. Because it’s not tied to 𝗿𝗲𝘃𝗲𝗻𝘂𝗲. --- Think about this instead: An AI-powered content engine that pulls directly from sales calls And feeds your entire content cycle 1️⃣ Posts that handle objections before the call 2️⃣ Lead magnets that echo your prospect’s exact words 3️⃣ Nurture content that bridges the gap between demo & close This isn’t fluff. It’s sales enablement — powered by AI. --- What changed? → Sales cycles got shorter → Close rates went up → Content output 5x’d (with half the effort) → Leads felt seen, heard, understood Suddenly, marketing + sales weren’t misaligned. They started operating in sync, inside a closed-loop system. --- 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝗔𝗜 𝗱𝗼𝗻𝗲 𝗿𝗶𝗴𝗵𝘁 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: → Every sales call becomes data → Every insight becomes a content asset → Every piece of content moves deals forward No more content “just to post.” No more disconnected content calendars. No more chasing trends. Just 𝗿𝗲𝘃𝗲𝗻𝘂𝗲-𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲. --- So if you’re a business owner thinking: “I’m putting in $1 — how do I get back $3, $5, $10?” An end-to-end system answers that question. Not with theory — with 𝘀𝘆𝘀𝘁𝗲𝗺𝘀 & 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲.

10 markets. 30 retailers. 30 different consumers. And you have one pitch. That's not a European strategy. That's a copy-paste with a different flag on it. Take Leroy Merlin alone. France: inspiration-driven, all DIY levels, looking for advice. Spain: experience seeker, range breadth, ideas. Italy: home & décor lover, quality and service first. Poland: renovation-focused, solutions and price availability. Same retailer. Same name above the door. Four completely different conversations to have. Now add Hornbach, Screwfix, Bauhaus, Hubo, Dedeman, each built around a specific consumer DNA, a specific purchase driver, a specific definition of what value looks like. Winning in one country doesn't make you ready for the next. Winning with one retailer doesn't mean their banner next door wants the same thing. I mapped the top 10 DIY markets in Europe, their top 3 retailers and the consumer profile behind each one. The differences are not subtle. European expansion without retailer-by-retailer strategy is just logistics with hope. One pitch for all of them is not ambition. It's the fastest way to be ignored, professionally, in 30 different markets. Where are you deploying right now? And do you have a strategy for each or one deck for all? ----- P.S. If you're planning European expansion and want a second eye on your approach, let's have a chat. https://lnkd.in/e9ggA9xj

"Abhi toh maal pada hai, agli baar dekhenge..." "Abhi toh papa nahi hain, tab tak aage se aao..." "Abhi busy hoon, 2 baje ke baad aana..." "March closing hai, fresh month se start karenge..." If you’ve been in sales, you’ve definitely heard these lines—whether from retailers dodging secondary sales or distributors avoiding primary targets. Sales is not just about selling; it's about handling objections diplomatically and turning ‘no’ into ‘yes’ with strategy and persistence. When a distributor is not achieving your Primary Sales targets, how do you tackle it? Here’s what works for me: ✅ Check the actual stock – Don’t rely on assumptions. Physically verify stock levels at the distributor’s warehouse and ensure their concern is valid. ✅ Sit with the stockist and discuss numbers – Break down their inventory, pending orders, and secondary movement. Show them a clear path to liquidate stock before fresh orders. ✅ Talk about investment smartly – If capital is a concern, work with them on cash flow planning, easy credit solutions, or rotation-based stocking models. ✅ Understand their perspective – Is it stock issues, cash flow, demand fluctuation, or fear of overstocking? Identify the real reason before pushing. ✅ Push secondary sales aggressively – If stock moves faster at retail, the distributor will have no choice but to place a fresh order. ✅ Use data smartly – Show them sales trends, high-demand SKUs, and potential opportunities in underpenetrated markets. ✅ Create urgency – Highlight upcoming price hikes, limited-period schemes, or seasonal sales trends to encourage ordering. ✅ Implement stock rotation – Ensure old stock moves out first (FIFO model), so they don’t feel burdened with unsold inventory. ✅ Leverage schemes & incentives – Offer smart schemes (cash discounts, extra margins, volume-based incentives) to make ordering attractive. ✅ Align with distributor & sales team – Ensure the sales reps are actively pushing your brand and not just sitting on stock. ✅ Optimize beat planning – Ensure your distributor has efficient market coverage so that their existing stock moves quickly. ✅ Strengthen the relationship – A distributor isn’t just a stockist; they’re a business partner. Regular check-ins, problem-solving, and trust-building go a long way. Every distributor has their own challenges, and every retailer has their own tantrums. The key is to balance persistence with relationship-building and make sure your product moves at every level. #Sales #FMCG #SalesStrategies #Distribution #Marketing

Amazon-Led vs. Local-Led: From Allegro and Alza.cz a.s. to Elgiganten AB, bol and Trendyol Group. Although Amazon might win on the long run, maybe it’s simply worth risking a tighter look across the landscape. This map from the DHL eCommerce Trends Report 2025 makes one thing very clear: Europe is not one marketplace story, but two. On one side, there are countries where Amazon is the undisputed leader. On the other, markets where local heroes dominate with near-monopoly strength. Understanding which is which is not a nuance. It’s the difference between scaling efficiently and stalling expensively. First: the Amazon-led markets. In large Western European economies, Amazon is structurally embedded in consumer behavior: 🇮🇹Italy (90%) 🇪🇸Spain (87%) 🇩🇪Germany (86%) 🇫🇷France (81%) 🇬🇧United Kingdom (71%) In these countries, Amazon isn’t just a channel. Much of a default starting point for product discovery, price comparison, fulfilment expectations and sadly also returns. Expansion strategies here typically revolve around Amazon-first execution, supported by strong logistics, advertising and Pan-EU infrastructure. Then come the local-hero markets and this is where many brands miscalculate. These countries are not „behind” Amazon. They are simply built differently: 🇵🇱Poland: Allegro (87%) is the market 🇨🇿Czech Republic: Alza (87%) leads on trust and reach 🇹🇷Türkiye: Trendyol (88%) dominates end-to-end commerce 🇳🇱Netherlands: bol (87%) consistently outperforms global players 🇸🇪Sweden: Elgiganten (52%) remains the national champion In these markets, launching with an Amazon-only mindset is not conservative, but somewhat incomplete. Local platforms often outperform Amazon on brand trust, delivery speed, payment methods and category depth. This is why European expansion fails when brands ask the wrong question: „Where should we launch Amazon next?” The better question is: „Which marketplaces already own consumer trust in each country and how do we win there?” A note on methodology (important): This map reflects the percentage of online shoppers in each country who say they use a given marketplace, based on consumer survey data compiled by DHL. It is not GMV share, not seller share and not revenue dominance. It measures consumer usage and preference, which is often a leading indicator of where demand, conversion and repeat purchasing actually occur. In other words: this isn’t about theory. It’s about where customers already are. Europe rewards brands that accept a simple truth: Some countries scale through Amazon. Others scale through local heroes. The winners know the difference and build for both. If Europe is on your growth agenda, this map isn’t just informative. It’s a strategic filter.