This webinar is about understanding the way buyers buy, and ultimately mapping out a buyer journey. Today’s buyers are smarter and more empowered than ever before. They do their research and take their time because they have a wealth of information and options at their disposal.
Different buyers and customers need different experiences and need different outcomes. Now while personalization isn’t a new concept, the idea of customization throughout the sales or customer success process is practically unheard of. Typically, once we get a qualification, we tend to treat everybody the same. The problem with this philosophy is that the buyer’s journey is never linear. People bounce around all the time.
You need to understand what the buyer is thinking at each step of the way. This way you can craft and come up with different assets and offers to serve them because you’re not going to give somebody in the awareness stage the same experience and the same content as somebody in the decision stage.
However, it’s important to step back and not take on the entire process of buyer journey creation at once. Start with a conversation with a buyer or a customer. As your learn more about your buyers, you’ll know how to better target and ultimately engage with them.
Once you understand what your buyers and customers are asking for, you can understand what content you actually have to build. And then you can orient your marketing team to actually go build that content. Again, start simple. You don’t have to boil the ocean with every single persona, every single contact. But that is the North Star that you should move towards.