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How to understand your customer and improve your sales

Probably the most important aspect of any business is its customer base. This is the core audience that browses your website and makes purchases. The goal of any business is to grow this base and incentivise its continued business by offering products and services which would appeal. Understanding the wants and needs of your customers is key and, thanks to the unprecedented leaps forward in technology over the past few decades, there are now more opportunities than ever to dig into the detail when it comes

Probably the most important aspect of any business is its customer base. This is the core audience that browses your website and makes purchases. The goal of any business is to grow this base and incentivise its continued business by offering products and services which would appeal. Understanding

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The Problems We Created By Solving Problems: Why The Technologies Reshaping Our World Are Creating Challenges We Never Expected
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Whitepaper
AI

The Problems We Created By Solving Problems: Why The Technologies Reshaping Our World Are Creating Challenges We Never Expected

by Megan Leanda Berry
5 min

Get the new EM360Tech report exploring what happens when useful technologies become essential. See how scale, automation, connectivity, digital services and interdependence create new risks and responsibilities that organisations often only discover after those systems are already critical.

  • Why successful technology creates new dependencies
  • How automation changes responsibility and accountability
  • Why connectivity creates risks beyond the system itself
  • How digital growth creates accessibility and resilience challenges
  • What it takes to design for second-order consequences
Get The Report Now
The Approval Economy: Why Enterprise Marketing Is Losing Control Of The Buying Journey
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Whitepaper
AI

The Approval Economy: Why Enterprise Marketing Is Losing Control Of The Buying Journey

by Megan Leanda Berry
6 min

Stop chasing visibility. Start building approval.

Get the new EM360Tech report on the approval economy. Learn why enterprise buying decisions increasingly form outside vendor-controlled channels, and how to build trust, credibility, and buyer confidence that survives scrutiny.

  • Why approval matters more than attention
  • How AI, analysts, reviews, and peers shape influence
  • Why intent data tells only part of the story
  • The difference between discovery content and approval content
  • How to make enterprise decisions easier to defend
     
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Something About AI Still Doesn’t Feel Right
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Whitepaper
AI

Something About AI Still Doesn’t Feel Right

by Megan Leanda Berry
4 min

AI is changing work. Just not the way we expected.

Get the new EM360Tech report exploring the gap between the AI story we’ve been told and what’s actually happening at work. See how AI is reshaping jobs, raising expectations, increasing pressure, and changing what people are responsible for.

  • Why productivity gains don’t always mean less work
  • How jobs are changing without simply disappearing
  • Why faster work is creating higher expectations
  • Where the AI verification burden comes from
  • What changes when AI moves from assisting to acting
Download Report Now