Different Industries, Same Problems
Every business thinks its challenges are special. And sure, industries can feel different—healthcare isn’t retail, and selling to a college isn’t the same as selling to a homeowner. But at the core, most teams are asking the same big questions:
- How do we find people who might want what we offer?
- How do we get them interested?
- What should we show or say next?
- How do we know if it’s working?
After working across industries, I’ve seen just how often these questions come up, regardless of the product or customer. The language might change, but the patterns don’t.
This is the first post in a series where I’ll explore the universal patterns in marketing that show up across industries—and how recognizing them can help you move faster, design better journeys, and make smarter use of data & analytics.
The first step is seeing the patterns.
The Five Patterns That Show Up Everywhere
1. Finding the Right People (Lead Prospecting)
Every business needs to find people who might be interested. That could mean:
- A family looking for schools
- A homeowner needing a landscaper
- A company shopping for new software
No matter what you’re selling, you’re looking for signals—things that tell you someone might be a good fit. It could be where they live, what they searched for, what they clicked on, or what they asked about. The more data you have, the better your guess can be.
2. Understanding the Customer’s Path (User Journey)
People rarely make decisions all at once.
First, they notice you. Then they learn more. They might come back a few times. They compare. Then, maybe, they decide. That path is called the customer journey.
It’s like tracking footprints in the snow—if you can see where people are going, and where they’re getting stuck, you can smooth the path and help more people get to the end.
3. Helping Them Take the Next Step (Next Best Action)
Sometimes people need a nudge.
Maybe they looked at a product but didn’t buy. Or they filled out part of a form but didn’t finish. That’s where the “next best action” comes in.
It’s just asking: What would help this person move one step closer?
And then using data to figure out when and how to suggest that next step.
4. Making It Easy to Say Yes (Conversion)
Even interested people can get stuck.
Maybe your form is confusing. Maybe your price isn’t clear. Maybe something feels off. That’s why conversion is such a big deal—it means helping more people finish what they started.
Good marketers use data to spot where people drop off, then test ways to fix it—shorter forms, clearer buttons, better explanations. Small changes can make a big difference.
5. Figuring Out What’s Working (Attribution)
Once someone signs up or buys, the next question is: What made them do it?
Was it the email you sent? A Google ad? A conversation with a sales rep?
Attribution is just about giving credit to the parts of your marketing that helped. It’s how you learn what to do more of—and what to stop doing.
The Funnel: A Simple Way to See It All
You can think of all this like a funnel.
- At the top, you try to attract the right people
- In the middle, you guide them as they learn and decide
- At the bottom, you help them take action
And throughout it all, data helps you understand what’s happening.
Who’s entering the funnel? Where are they falling off? What’s nudging them forward? Once you see the funnel clearly, you can improve it.
Conclusion: Look for Patterns, Not Just Tools
Marketing isn’t about fancy tools or trendy tactics. It’s about understanding people—and the patterns they follow when making decisions.
The more you can spot those patterns, the more you can learn from other industries, adapt faster, and solve problems with confidence. In the next post, I’ll share real-world stories of how I borrowed ideas across verticals—and what happened when I did.