The Buyer Journey
Traditional Buyer Journey – from the vendor ’ s perspective
Awareness Interest Conversion Repurchase
Buyer Journey – from the customer ’ s perspective
Understanding the Problem |
Evaluating Types of Solutions |
Determining Criteria |
Selecting Supplier |
Implementing |
Considering Purchase |
audience . It ’ s certainly a left-brain endeavor , steeped in logic , discipline and data .
So what is the new marketing ? Art or Science ? The answer is “ yes .” It ’ s both . Today ’ s fast , digital , full-sensory experience world makes the purchasing journey more complex . Marketers need to understand who their “ 6.8 ” within their buying journey is . And how to get inside the 57 percent of the audience already on to the consideration stage . And more importantly , how to help customers feel less overwhelmed about the buying process in general .
The best marketing and sales organizations embrace both the left and the right brain philosophies — resulting in a mashup of emotive stories served to a targeted audience at the right
time .
My best advice for beginning the process ? Start with the heart and lead to the mind . Have a clear “ Why ,” but be able to tailor and tweak your message depending on the intricacies of the buyer journey . Be able to measure against a dashboard that ’ s aligned with your overall business strategy , and tweak your investments based on what ’ s delivering the best results . Use an advanced analytics partner that can help you gain insights from the millions of digital buyer signals that are taking place every day .
B2B Marketing is anything but easy these days . Those that harness both the rational and the emotional sides have the best chances for true breakthroughs . In marketing , magic happens when art and science collide .
Jeff is responsible for global marketing activities for SMART Technologies . In this executive role Jeff oversees the overall marketing strategy for the company , including its education and enterprise business units .
Jeff joined SMART in 2012 . His experience in marketing spans 25 years across global technology firms such as IBM and TELUS , along with agency-side experience where he consulted on marketing strategy and planning across many industries .
Jeff sits on the Board of Youth Central , and was recently appointed to the Business-to-Business “ Senior Advisors Group ” by the Marketing Leadership Council . He holds an honors degree in marketing from the University of Calgary , Canada .
Jeff Lowe Vice-President , Marketing
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