![]() The lack of strategic focus on the buyer journey is a glaring oversight in a world where the buyer journey is becoming increasingly digital.ĭesired outcome: Brand familiarity Content needs to. Weve all heard this popularly-quoted statistic: that 70 of the buyers journey is complete before a buyer even reaches out to sales (SiriusDecisions). In this report, we introduce the Forrester B2B Buyer’s Journey Map Framework and provide a template based on the framework to help portfolio marketers develop journey maps that identify buyers’ interaction and content consumption patterns to enable increased engagement with preferred marketing tactics, content, and sales enablement. This black box in measurement leads to a lack of meaningful insights about the buyer journey. The SiriusDecisions Buyers Journey Map Framework: Sample Data (continued) Buying Phase Education Solution Selection Buying Decision Stage Loosen Status Quo. Sirius Decisions put that number at 67 percent. Just 28% of B2B marketing organizations analyze content performance by journey stage. A CEB survey found buyers have completed 57 percent of their research before they begin contacting vendors. Customer interviews are so, so valuable, esp in understaning. It can be easy to become obsess with accuracy, but the big takeaways are what drive alignment and focus for your team. Just 21% of organizations use persona and journey-mapping insights to inform their content strategy plans, the lowest of any category listed.Īnd journey stage is the least measured aspect of content strategy. Recently, HubSpot's VP of Marketing JonDick had this advice to offer about mapping your buyer's journey: 1. ![]() The same research outlines the lack of content strategy basics: while most B2B organizations say they document their content strategy plans, few consistently follow best practices. Forrester’s SiriusDecisions Research delivers operational intelligence and fact-based insights to functional leaders of B2B organizations and their teams so they can align across the revenue-generating ecosystem of product, marketing, and sales. ![]() ![]() And 39% of this waste is because of poor quality and relevance of content to the buyer journey. In the coming weeks, we’ll also cover connecting the journey to the sales process and optimizing digital tools to foster brand engagement. Why does content mapping for the buyer journey matter?Īccording to Forrester research presented at the Sirius Decisions 2020 conference, 77% of organizations have issues with content waste and utilization. Following up from our introductory blog, 3 Practices To Rev Your B2B Growth Big Village, this post is our first of 3 drill down posts focused on understanding the buyer journey, Mapping the B2B Buyer Journey. ![]()
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