FOUNDATIONAL FRAMEWORK

Mapping Buyer Journeys for Optimal Engagement and GTM Performance

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 attract and engage new buyers 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.

Download the framework for step-by-step details and a case study showing how we put our customer buyer journey methodology into practice.

A Select Framework from Our EVERGREEN GROWTH ENGINE

Translating strategy to execution has never been more challenging for senior sales and marketing leaders. The MarketBridge Evergreen Growth Engine guides commercial leaders through this dynamic journey.
To get you started, we have pulled together succinct frameworks, each focused on one of the eight elements of our Evergreen Growth Engine. Each framework is the culmination of 25+ years of experience driving commercial success within the Fortune 1000.

DOWNLOAD THE FRAMEWORK

Recent articles

How to Navigate Sharp Changes in Consumer Behavior Using Data - Big and Small

May 5, 2020

The essential ways we live and work have changed virtually overnight. As a result, companies are monitoring and assessing what consumers are doing at heightened new levels. Here is how integrating big data and small data insights lead to top-line growth...

The Cookie-pocalypse: Understanding the Implications for Digital Marketing and Customer Experience

April 27, 2020

How is your company preparing for the coming cookie-pocalypse? The end of third-party cookies will fundamentally change digital marketing strategies across industries and have major implications for delivering a great customer experience...

Post-Disruption Go-to-Market Strategy

April 2, 2020

This pandemic will be over soon. While the costs will be high, scientific innovation and “social distancing” will eventually eliminate this catastrophic disease transmission. To help revenue leaders operationalize strategic change, we have put together a basic three-step process and a sample “checklist” of strategies and capabilities that leadership teams should address before the economy rebounds under a new set of buying behavior rules.

Establishing a Customer Success Function Primed for Value Creation: Three Go-dos to Avoid Common Pitfalls in Tech

March 12, 2020

The biggest issue we see technology companies making today is using the investments in the CS role to define their CX strategy as opposed to defining their CX strategy and using the CS role as a critical enabler to that strategy. There are three very specific fail points when this occurs...

Multi-Touch Attribution (MTA) Beyond Digital Channels

March 9, 2020

Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some proportion of sales at retail, but no one knew how much. To solve this problem, statisticians used the tools of econometrics to build regressions...

Go-to-Market 2025 Forecast: Two Disciplines to Separate Winners from Also-Rans in Next 5 Years

January 21, 2020

Driven by digital transformation, the 2020s will be known for massive behavioral change in both buyers and sellers. This is already apparent across every industry where venture-backed digital disruptors are growing rapidly – they are driving go-to-market and customer behavior change. Yet, many disruptors have not quite reached the “tipping point” of noticeable market share and profitability. Trust me, they will in the next 24-36 months...

AEP Digital Listening Bulletin #3

December 6, 2019

With only one day to go before AEP closes, consumer fatigue with MA advertising appears to have set in. Despite significant advertising and marketing investment, KFF just released a study that shows how few people actually voluntarily switch plans during AEP. Consumers get smarter about Supplemental Plans—and carriers get smarter about targeting. And the issue of social isolation among seniors garners a lot of attention.

Open Enrollment Digital Listening Bulletin #3

December 4, 2019

The last few weeks we have picked up a lot more discussion around emerging categories of enhanced benefits as new products are “digested” by the market throughout this open enrollment; a continued focus on cost control and driving employee engagement; and ultimately, discussions about the future of employer-based benefits in today’s high-cost environment....

Think Small to Win Big: How Carriers Should Approach Small Business Buyers at an Individual Level

October 25, 2019

To meet the needs of small businesses, it is important to remember that inside that account there are individuals making the decisions. And just like consumers, small business buyers have distinct communication preferences, servicing needs, and day–to-day pain points. For example, in our survey of employers, we set out to understand how decision-makers...

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FOUNDATIONAL FRAMEWORK

Mapping Buyer Journeys for Optimal Engagement and GTM Performance

Research

Frame

Build

Implement

Refine

Download the framework for step-by-step details and a case study showing how we put our customer buyer journey methodology into practice.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Recent articles

How to Navigate Sharp Changes in Consumer Behavior Using Data - Big and Small

The Cookie-pocalypse: Understanding the Implications for Digital Marketing and Customer Experience

Post-Disruption Go-to-Market Strategy

Establishing a Customer Success Function Primed for Value Creation: Three Go-dos to Avoid Common Pitfalls in Tech

Multi-Touch Attribution (MTA) Beyond Digital Channels

Go-to-Market 2025 Forecast: Two Disciplines to Separate Winners from Also-Rans in Next 5 Years

AEP Digital Listening Bulletin #3

Open Enrollment Digital Listening Bulletin #3

Think Small to Win Big: How Carriers Should Approach Small Business Buyers at an Individual Level

We Can Help Breakthrough

Subscribe to Our Newsletter

Read Our Latest Content

Links

Solutions

Industry Expertise

FOUNDATIONAL FRAMEWORK

Mapping Buyer Journeys for Optimal Engagement and GTM Performance

Research

Frame

Build

Implement

Refine

Download the framework for step-by-step details and a case study showing how we put our customer buyer journey methodology into practice.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Recent articles

We Can Help Breakthrough

Subscribe to Our Newsletter

Read Our Latest Content

Links

Solutions

Industry Expertise

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