Create an insight-driven relationship between your customers and brand. Use the decision journey to create buyer personas and messaging to inspire customers when it matters most.
Overview
Syllabus
Introduction
- Taking the customer's perspective
- Importance of the decision journey
- How the decision journey has evolved
- Insights are the foundation
- Define buyer persona
- Profile your buyers
- Use your buyer personas
- Define journey stages
- Develop the journey map
- Common journey stages
- Think through the stages
- Define touch points
- Engage across touch points
- Determine touch points
- Messaging versus content
- Align across touch points
- Emotional versus rational
- The journey continues
Taught by
Dina Shapiro
