Once a business understands the Customer Journey, they can get so excited about the possibilities that they try to move people all the way from stranger to promoter in one step, in one campaign.
This is impossible.
You cannot possibly create one campaign that makes people aware of you, engages them, gets them to subscribe and convert, excites them, ascends them, and then turns them into advocates and promoters.
Instead, you need to create multiple specific campaigns that are designed to move people from one stage to the next. (Or in some cases, a campaign can probably move people through 2 or maybe 3 steps at once.)
The best way to explain this is with a few case studies.