Understanding The Modern Buyer's Journey - Christian Banach
Unpacking the Modern Buyer's Journey: Stages, Steps, and What to Include
It's no secret that the buyer's journey has changed dramatically in recent years. With the advent of digital technologies, buyers can now do a large amount of their research and purchase planning online before ever engaging with sales reps. As a marketer or business owner, it's essential to understand the buyer journey your potential customer goes through so that you can create content and marketing programs that speak to your them at each stage of the process. In this session, Christian Banach unpacks the modern buyer's journey and discusses what you need to include in your marketing strategy every step of the way, like the consideration stage, the awareness stage, and the decision stage.
Understanding The Buying Journey
To achieve consistent and sustainable growth, agencies and martech companies need to understand how potential buyers decide. Agencies must create a comprehensive go-to-market strategy that accounts for the buyer's journey.
Understanding what needs to be included in your buying process will help you create effective content strategies and potential solutions that speak to your target audience. Christian will guide you through the buyer's journey and provide practical tips for creating content that resonates with buyers.
Listen to Christian Banach to understand the modern buyer's journey. Here is an introduction from his article in the Agency Growth Book.
"Many agencies and martech companies still believe that their work and awards are enough to drive predictable growth. Many firms also subscribe to the outdated thinking that clients make a buying decision through a linear process. But how buyers of advertising and marketing services make purchasing decisions has fundamentally changed over the last decade.
Yet most agencies and martech companies are still engaged in ineffective or random acts of sales and marketing, such as:
Entering work for awards that prospects don't care about
Posting about new hires and office parties on social media
Publishing occasional blog posts with me-too content and no new insights
Attending conferences and events without a networking plan
Sending sporadic email newsletters
Today, the buyer has all of the power. Predictable and sustainable growth requires a comprehensive go-to-market strategy and a thorough understanding of the buyer's journey. "
