Today’s buyers have more ways to interact with businesses than ever, but this doesn’t always translate to a positive customer experience. The complex nature of today’s buyer journey, with more touch points across multiple channels, can make enhancing the experience challenging. Discover how customer journey maps and buyer persona marketing can facilitate your contacts’ purchase decisions and improve the customer experience.
You’ll learn how to:
- Map the customer journey from initial trigger to post-purchase
- Create buyer personas that improve your understanding of customers
- Reflect multichannel interactions in your planning and strategy
- Avoid common mistakes and sharpen your customer-centric focus
First 3 Pages
Customer Journey Maps
and Buyer Personas:
The Modern Tool Kit for Marketing
Customer Journey Maps and Buyer Personas:
The Modern Tool Kit for Marketing
Today’s buyers have more ways to interact with businesses than ever, but this increase
in communication channels and platforms doesn’t necessarily translate to a positive
customer experience: Only 22 percent of consumers say the average retailer
understands them as an individual, and only 21 percent say the communications they
receive from the average retailer are “usually relevant.”
Most companies understand how critical it is to do better – 88 percent say their growth
depends on personalizing the customer experience – but lack the resources and
expertise to design an improved customer journey. Only 37 percent believe they have
the tools they need to deliver exceptional customer experiences.
The complex nature of today’s buyer journey, with more touch points across multiple
channels and devices, can make enhancing the experience more challenging. Siloed data,
fragmented marketing efforts and unbalanced budgets often conspire to create a less-
seamless, less-rewarding experience.
Many businesses are recognizing the danger of focusing solely on one part of the experience at the expense of others. Today’s CMOs are invest-ing across the entire journey – from discovery, learn and try to buy, use and advocacy – and planning to increase their spending across every stage of the buyer journey over the next two years by an average of 50 percent.
Of course, simply spending money in these areas without a strong understanding of how contacts are feeling, what content they are looking for and how they want to interact with a business is likely a recipe for poor marketing performance. That’s why buyer personas and customer journey mapping have recently emerged as some of the hottest trends in marketing.
While the initial terms and concepts have been around a while, the last two or so years have brought the terminology and practices to the forefront of marketing strategy, and for good reason: Buyer persona marketing can actually represent a huge shift in a company’s go-to-market approach. Furthermore, customer journey maps can help you facilitate customers’
evaluation and purchase decisions and improve their experience.
This paper will explain the benefits of moving from feature-focused, specifications-rich tactics to adopting a more buyer-centric approach. Along the way, you’ll learn how to think about these areas from a strategic perspective and discover new tactics you can employ to help design a customer experience that drives increased engagement and revenue.
A New Approach to Marketing
Shifting your marketing to a focus on the customer experience, rather than leaving
the buyer journey as an afterthought, starts with empathy. Instead of focusing so intently
on your products, your solutions and all aspects of your offerings, taking a customer-
centric approach puts you smack in your buyer’s shoes.
• How are they feeling? Stressed out? Curious? Excited?
• What are they thinking? Looking for ways to impress their friends or colleagues? Get a raise? Move past a tough milestone? Master a new skill?
• What are their expectations? Valet service? Flexible contract negotiations? Instant download?
Taking time to answer these types of questions will put you in your buyers’ shoes, building
empathy toward them: what they are going through and what they’d like to achieve.
Having high levels of empathy in your go-to-market approach and messaging will help ensure that what you’re communicating will resonate with the folks you’re trying to
reach. You’ll shift from pushing products to acting like a helpful concierge — answering
their questions and concerns, and being on their team instead of the opposing side.
Imagine how successful you might be if your messages appealed to your target audience’s
core thoughts and feelings instead of droning on about features, specifications and generic benefits like your competitors. You’d probably eat their lunch — and their
While the idea and concepts behind being buyer-centric marketing may sound obvious and simple, in practice it’s far more challenging because you often have to unlearn the ingrained marketing and sales practices of being product-focused organizations.
In order to adopt these new buyer-centric approaches, you’ll need to add some new
tools to your digital marketing tool kit. First, you’ll want to develop comprehensive buyer
personas that represent who your customer(s) really are. Then, you’ll use this knowledge to
create customer journey maps that illuminate how your contacts are engaging with you
along the path to purchase – and beyond. From there, you’ll be well-positioned to deliver
that ever-elusive awesome experience your customers and prospects crave.