In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping.
Listen to the Episode
In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey.
Mike walks through the five key stages of the buyer journey:
- Horizon Scanner
- Explorer
- Hunter
- Active Buyer
- Client
He describes the buyer’s objectives, information needs, and which marketing tactics to use at each stage. He has developed his own framework for persona mapping. This is important in aligning sales and marketing around the buyer journey.
Mike describes best practices for marketers looking to get started with buyer journeys, how to create effective ones and put them to work. He emphasizes the importance of involving sales, identifying content gaps, and making the buyer journey iterative.
In this episode, you will learn:
- Why buyer journey mapping is a must-have for B2B marketers
- The 5 key stages of the buyer journey and how to engage buyers at each stage
- Frameworks and processes for effective persona mapping
- The KPIs and metrics to track across the buyer journey
- How to align sales and marketing around the buyer journey
- Practical tips to get started and avoid common pitfalls with buyer journey mapping
Questions and Answers with Mike
Q: Why is buyer journey mapping so important for marketers?
A: Buyer journey mapping solves the inherent problems with the traditional “funnel” view. The funnel is flawed because it focuses on how you want to sell to a buyer rather than how the buyer wants to buy. It assumes a single set of buyers when, in reality, there are multiple personas involved. The funnel model is also the source of friction between marketing and sales.
Buyer journey mapping allows you to think of a framework where the people, objectives, and information needs change from stage to stage. It enables you to understand what marketing efforts and assets are needed, where they are needed, and in what format at all stages.
Q: What are the typical stages buyers go through in their journey?
A: The buyer journey is not linear but cyclical. It starts with the Horizon Scanner, typically a C-suite person in a strategic role assessing how market trends or innovations will help grow the business. They seek thought leadership – opinions, discussions, insights, trends, and data points.
Next is the Explorer stage, involving a buying team that knows the problem that needs to be solved at a high level. They are defining a point of view, the outcomes they want to achieve, and whether they need outside help. Explorers are looking for opinions on options from other companies, high-level business case details, and industry points of view.
The third stage is the Hunter. They know the product/service need and the business challenge being solved and have clear requirements. Hunters are familiar with the solution landscape and can compare options. They want detailed information, proof points, and case studies.
Active Buyers are seriously considering top vendors and doing due diligence. They are looking for RFP/RFI responses, demonstrations, timely access to the vendor team, and cultural fit.
Finally, Clients want more value from the vendor, to understand relevant solutions offered, to be treated as valued, to have their feedback listened to, and to drive internal adoption. Clients shape decisions based on robust feedback mechanisms, relevant new solutions, and tailored content.
Q: What metrics should marketers track across the buyer journey stages?
A: Each stage has its own input, indicator, and outcome metrics, many of which are not tied directly to the pipeline:
- Horizon Scanner: Inputs include # of conversations with journalists and influencers and thought leadership content created and promoted. Indicators are social engagement, survey participation, and content performance. Outcomes focus on raising brand profile and engaging the target audience.
- Explorer: Inputs are opinion pieces, proprietary research, and participation in industry events. Indicators track content performance, website visits, and engagement with influencers. Outcomes measure brand profile, audience engagement, and expanded reach.
- Hunter: Inputs include proof points, decision-making aids, and events. Indicators are inquiries, engagement with tools and content. Outcomes look at leads, pipeline, and conversion rates.
- Active Buyer: Inputs are sales support content and tools. Indicators measure content engagement and feedback on the purchase process. Outcomes are closed/won business and pipeline velocity.
- Client: Inputs include customer marketing content, ABM programs, and advisory boards. Indicators track case studies, client participation in events, and senior-level engagement. Outcomes strengthen key account relationships and drive product adoption and new revenue streams.
Q: What’s your advice for marketers looking to start with buyer journey mapping?
A: First, make sure you understand your personas for all products at all levels. Work closely with sales leadership in building the map and include them in the whole journey.
Assess your current assets and identify gaps that need to be filled.
Align your martech stack to your buyer journey needs. You still need the funnel view, but make sure you accurately understand the scope of each buyer journey phase as well.
Finally, build templates to inform your marketing plan and programs. Buyer journey mapping is not a one-time exercise but a living, iterative process, so revisit and enhance it regularly.