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How do you map and orchestrate a b2b buyer journey, from learning to buying?

We're currently revisiting our content strategy here at Resultados Digitais, and some help on the subject would be very valuable. Our main challenges include: - Finding which types of of subject/content/format/channel work better, and in which stage of the journey; and - Understand how far should we go on segmenting and personalizing our strategy, and under which axis (demographics, persona, etc);

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3 Answers
Platform and Solutions Product Marketing Market Research
  1. Sherrie Nguyen (she/her)
    Sherrie Nguyen (she/her)

    Indeed Director of Product Marketing • 4y

    Great question! You actually squeezed 3 topics in here, which are all inter-related and important to buyer journey maps. In my experience, I start with segmenting my audience (total addressable market by country, company, vertical/industry, etc), identifying personas within my target audience (buyer/user), mapping the journeys for each persona, and then testing which content formats/channels work best. This means if I'm selling to Enterprises vs. mid-sized companies, IT vs. Finance buyers, I sho ...Read More

    8,984 Views
  2. Jennifer Kuvlesky
    Jennifer Kuvlesky

    Snow Software Director of Product Marketing • 3y

    I'd first understand the personas you are targeting-what problems do they have, how do they like to consume materials and find answers to their problems. You can have multiple personas, but for your home page, I'd stick to just one clear message that describes what problem you solve for your target persona. This is a good resource I've stumbled upon recently - Building a Story Brand by Donald Miller.  Using SEO optimization, digital advertising and sales outbounding, you can focus on other perso ...Read More

    1,682 Views
  3. Madison Leonard
    Madison Leonard

    Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y

    In order to understand your ideal distribution strategy, you have to know your ICP extremely well. Your company growth strategy will also play a role... product-led (PLG) with a freemium or trial product or sales-led (SLG) with sales locked demo.  If you're in a sales-led organization, all content should be TOFU or MOFU aimed at your buyer persona. Rarely will you have good performing BOFU. All CTAs are gearing towards talking with sales and getting a demo.  If you're in a product-led organizati ...Read More

    419 Views

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