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How To Create a Buyer Journey – Slideshare

Buyer Journeys are the foundation of a customer-centric approach to marketing. They are hard to do well.

We have seen many companies struggle to get beyond personas. Others create buyer journeys that follow the complete buying cycle, but they lack customer insight and don’t help much.

We feel that buyer journeys are worth the effort to do well.

  1. Here are some things we believe are fundamental to creating a useful buyer journey:
  2. Document Buyer Collectives that reflect how each of your ICPs buys
  3. Create personas for the buyer champions and a few influencers. But these are just the start
  4. Design the journey for each persona around how THEY buy, not how YOU market (hint: we think AIDA reflects the latter not how customers buy)
  5. Gather as much insight as you can from many different sources. Do customer interviews.
  6. Be detailed. Expect that these will be long (maybe even a little overwhelming)
  7. Then build your content and tactical marketing plan around these

Below is a bit more detail on how this is done.

Check out this post for more details.

Posted by Adam Turinas
Posted in ABM Strategy Blogs, The Buyer Journey on February 21, 2023
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About the Author Adam Turinas

Hi, I am Adam Turinas, Healthlaunchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)

Selling to healthcare is hard.

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