Summit Europe Sessions PMKTG and COS_From Journey Mapping to Buyer Groups

From Journey Mapping to Buyer Groups: Campaigns That Scale

Friday 11 October 2019 | 10:50 - 11:30

Speaker(s):  Paul Ferron, Craig Moore

Syndicate(s): Track 2

Focus: Operationalize, Optimize

Priorities: Marketing Planning and Campaign Strategy, Go-to-Market Strategy

An audience-centric campaign needs to address individual buyer needs, address the needs of the entire buying group and operate at a scale that’s tuned to the demands of a global organisation. By approaching the problem one layer at a time, b-to-b marketers can answer the question “How audience-centric do I need to be?” In this session, we’ll show you how to get to the granularity of understanding individual buyer needs, extrapolate to buying groups and build a campaign structure that scales.

This presentation will provide the following benefits for marketing:

● Trace the individual buying journey and see how it transforms into the buying group’s journey

● Learn how to apply a needs hierarchy to buying group messaging

● See how a campaign enables audience-centric programmes to operate at scale