Marketing Foundations: Customer Decision Journey

Create an insight-driven relationship between your customers and brand. Use the decision journey to create buyer personas and messaging to inspire customers when it matters most.

Introduction

• Taking the customer's perspective

1. Decision Journey Basics

• Importance of the decision journey
• How the decision journey has evolved
• Insights are the foundation

2. Buyer Personas

• Define buyer persona
• Profile your buyers
• Use your buyer personas

3. Decision Journey Stages

• Define journey stages
• Develop the journey map
• Common journey stages
• Think through the stages

4. Map Across Touch Points

• Define touch points
• Engage across touch points
• Determine touch points

5. Align Messaging and Content

• Messaging versus content
• Align across touch points
• Emotional versus rational

Conclusion

• The journey continues