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“How Many Buyer Journeys Are There?” Revisited, and The Top 10 Marketing Technology Articles Curated Tuesday, 4/8/14

“How Many Buyer Journeys Are There?” Revisited, and The Top 10 Marketing Technology Articles Curated Tuesday, 4/8/14 | Marketing Automation | Scoop.it

I wrote a post last Friday about the Buyer’s Journey, and suggested simplifying the task of building content around the potentially numerous permutations of Journeys. Prugh Roeser | The Devereux Group [roeser@devereuxgroup.com] offered a response that I wanted to share with you:

 

I take your points about how the number of buyer's journeys can multiply based on the number of steps and personas, but I'm not sure that arbitrarily setting 1 journey per persona really gets the job done -- especially in light of the new emphasis being placed on more granular segmentation.

 

Further, buyer's journeys all seem to get caught up in step sequences and individual-buyer and sector-specific idiosyncrasies.

 

To cut through the confusion and susceptibility to differing interpretations, we've refocused on what we call the pre-purchase Buyer Cycle.  This is the universal set of steps that all buyer's journeys must traverse in the process of making a purchase:

Explicitly enter the Buyer CycleGet up to speedDefine requirementsResearch optionsMake a selectionComplete the purchase

 

There may other steps that others include before and after the pre-purchase Buyer Cycle, but they're not actively focused getting the lead at hand to buy.

 

Since the pre-purchase Buyer-Cycle steps are universal -- I think one would be hard-pressed to find a purchase that doesn't include these steps -- there's really only 1 track that has to be developed.

 

There may be multiple items of content at each step to appeal to different audiences, but it's still the same step.  In addition, previewing subsequent steps in the track enables leads to self-identify where they are in the Buyer Cycle; and releases us from having to guess, no matter how well-informed we may be in terms of digital body language, lead scores, etc.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Data Is Driving the Rise of the CMO - Digital Marketing Remix | Bizo http://sco.lt/6DoLz7

-- > Help Wanted: Digital Marketers Who Can Mix Art and Science - Gartner http://sco.lt/4xuHvV

-- > Hootsuite announces integration with Marketo's marketing automation platform - The Hub http://sco.lt/6g3RQX

-- > Hubspot, Marketo, Eloqua: New data shows marketing automation market share in unprecedented detail - VentureBeat http://sco.lt/70hl8j

-- > 20+ Awesome Ways to Get More Followers for Your Google Plus Business Page - KISSmetrics http://sco.lt/4lYBfd

-- > Why Inbound Vs. Outbound Marketing is the Wrong Question - Eloqua http://sco.lt/84UZaD

-- > Sales Tools Landscape - VentureBeat http://sco.lt/8wLxVx

-- > The Top 25 WordPress Plugins - Jeffbullas's Blog http://sco.lt/8wZ9rV

-- > The Art of Creating Perfect Social Media Posts - infographic http://sco.lt/83iAyX

-- > Infographic: The 6 types of Twitter conversations - Ragan http://sco.lt/6WPM3N

 


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Closing The Loop: Why Marketing Automation Matters - Business 2 Community

Closing The Loop: Why Marketing Automation Matters - Business 2 Community | Marketing Automation | Scoop.it
Closing The Loop: Why Marketing Automation Matters
Business 2 Community
Marketing automation is the term for software platforms that simplify and automate repetitive tasks within marketing departments of businesses.
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