FOUNDATIONAL FRAMEWORK

Mapping Buyer Journeys for Optimal Engagement and Go-to-Market^® Performance

Five Core Activities to Build Actionable Buyer Journeys

CMOs and CROs face an increasingly complex environment to successfully engage new buyers. Not only are digital channels squeezing out traditional phone and face-to-face touchpoints for B2B transactions, but the window to influence a customer’s decision along their buying journey is increasingly shorter and shorter.

With over 25+ years executing best-in-class buyer engagement programs, we know the core elements to mapping buyer journeys for greater ROI and faster sales cycles. There are five steps to effectively align to customer wants and needs and engage on their terms and their timing:

Research
Hypothesize journey failure points and CX improvement opportunities from internal discovery.
Frame
Analyze qualitative and qualitative data to surface key insights.
Build
Develop the optimal buyer journey.
Implement
Design the in-market testing approach across all marketing and sales touchpoints.
Refine
Systematically measure ongoing KPIs.