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Buyer Journey Orchestration
Understand and answer the needs of your customers and prospects at every stage of their journey with your organisation.
Understanding and influencing buyer decisions
The buyer journey is often a complex one, with multiple factors that influence the choices your customers and prospects make. We help you walk in your buyers’ shoes by helping you orchstrate every step of their journey, understanding their needs and pain points along the way, and delivering targeted, timely, multi-channel content to drive decision-making.
Buyer persona development
Any sales and marketing campaign starts with the audience. To understand your audience and how best to target them, we workshop with your teams to identify:
The personas of different buyers
The level of involvement and influence those personas have on the buying decision
The stages and length of the buyer journey throughout your organisation
The needs and pain points of each persona at each of these stages
The most appropriate channels and formats through which to engage different personas.
Once these stages are fully defined, we can support you with your full content management or asset management strategy.
Content and asset auditing, mapping and development
Once buyer personas are established, we complete a full audit of your organisation’s content to create an inventory of content assets– from sales and product collateral to website, email and social media assets.
We then categorise and map content to ensure it is targeted at the right audiences, at the right time in the buyer journey. Within this process, we assess the formats of your content to ensure the best fit for different buyer personas. We also identify any gaps in content requirements and provide recommendations for adjusting or enhancing your content suite.
Our approach ensures all personas and buyer journey stages are covered, maximising engagement with your prospects and customers.
Campaign design and execution
Our team of campaign experts use persona development and content mapping to design and deliver tailored campaigns for your audiences. Within this, we identify the touchpoints required for each stakeholder, the best channels to use and the frequency of communication. Critically, we can speed up or slow down the communication process or make other alterations depending on performance.
Through ongoing measurement and testing, we develop an understanding of the best performing asset types and channels and can ensure these are prioritised within your campaigns. This approach improves the buyer nurture cycle, increasing both the volume and speed of the of the buying journey.