Cleveland HUG Blog

Kate McFadden

Kate McFadden is an associate consultant at PR 20/20. She joined the agency in November 2014 after interning with a Chicago based PR firm. Kate is a 2014 graduate of the E.W. Scripps School of Journalism at Ohio University, with a focus in strategic communications. Kate also specialized in marketing and women’s and gender studies while pursuing her degree.
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Building a Performance-Driven, Unified Team: How to Align Sales and Marketing

Posted by Kate McFadden

May 15, 2015 4:13:41 PM

If you were in the market for a camera in 1995, disruptive (or traditional) advertising and marketing might have inspired you to make a new purchase. Today, however, the buyer’s journey has changed drastically—no longer a linear path—we utilize multiple touch points and resources that influence our final purchasing decision.

Circa ’95, you might have asked a few friends or family members for camera recommendations, but a majority of your research and comparison of products was done in-store. Without the internet, social media and a plethora of product review and comparison sites at your disposal, you would have relied heavily on the information given to you at a local specialty shop by a qualified sales representative. 

The New Moment of Truth 

According to Google, your first Zero Moment of Truth (pictured below) would have taken place in the store, and the second at home or on vacation while using your new camera. If you enjoyed your experience, you’d likely be a repeat customer.

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