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Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision.
We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation below, you’ll find Wolf’s specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today.
Q. As a B2B buyer yourself as well as a seasoned marketer, could you share your thoughts on the perfect buyer’s journey?
A. When we buy marketing technology or services as a customer, we want to understand the mission of the company we’re doing business with, we want to understand their products and their functionality. We want to understand which customers actually use their solutions and what value they gain from them.
There’s a natural progression of the information customers are looking for and it’s not linear. Just like any B2B purchase, we may have 16 to 20 potential people who are involved in the decision process and we all have different needs. My perspective as the approver of the buying decision is
Read more here: https://marketingland.com/building-connections-between-siloed-channels-technologies-and-teams-282863