Unleashing the Synergy of Sales and Marketing in Understanding the Customer Journey | Interview with Craig Pattenden from Crave Interactive

Introduction

As a brand you want to be remembered, to generate returning customers and advocates. Crave helps hotels create lasting impressions for their guests with outstanding digital services throughout their stay. Craig Pattenden, Head of Marketing gives us more insight into the company that develops technology for guest engagement in hotels. They provide in-room tablets and a QR code solution that allows guests to order services and communicate with the hotel easily. Crave focuses heavily on generating inbound inquiries as a major acquisition channel, with a strong emphasis on its website and technology. They use PPC advertising and organic traffic to drive visitors to their website, which serves as a crucial part of their overall strategy. The website plays a significant role in showcasing information about their services, and helping potential clients make informed decisions before even engaging with the sales team. They value the synergy between sales and marketing teams, as marketing data informs sales strategies, and the sales team provides valuable insights into the customer journey and objections. The team recognizes the importance of their website in attracting and engaging potential clients, and they continue to optimize their digital presence to drive acquisition and growth.