I've heard the term "buyer's journey" more than ever over the past year and a half. Marketers have been talking about understanding the buyer's journey for some time now, but I haven't seen any hard data to define what exactly this term means. I decided to research the buyer's journey concept to better understand how to leverage it in modern marketing. To understand the buyer's journey concept, I surveyed 400 B2B buyers and compiled their answers to create the first definitive guide to the modern buyer's journey.
Why I Surveyed Buyers Instead of CMOs
I'm tired of reading surveys from chief marketing officers (CMOs) when the average CMO only drives a 5 percent click-though rate on emails. That means most CMOs fail 95 percent of the time when trying to drive engagement in the buyer's journey. So to understand the buyer's journey, I knew I had to survey the real buyers - not CMOs - if I wanted to get to the bottom of things.
What I Found
When asking buyers, I wanted to really understand their habits and their process much better. From understanding habits and processes, we can then map our marketing to those two behaviors and increase our engagement. So my questioning started with understanding how they research. Understanding research is the key to understanding the buyer's cycle, because every buyer's cycle starts with research.
If you take these three fundamental understandings of the buyer's journey, you can easily increase your engagement rates with targeted content and emails and ultimately convert more prospects into leads for your company.
Three Ways to Use This Information
You can watch me present this data here. Also, please leave me messages in the comments section below or ping me on Twitter @msweezey if you have any questions on this research or how to implement these ideas.
Image on home page via Shutterstock.
This column was originally published on July 30, 2013.
Introducing... ClickZ Live!
SES Conference & Expo has merged with ClickZ to bring you ClickZ Live! The new global conference series takes on the identity of the industry's premier digital marketing publication, ClickZ.com, and kicks off March 31-April 3 in New York City. Join the industry's leading tech-advertisers in the advertising capital of the world! Find out more ››
*Super Saver Rates expire Jan 24.
Mathew's passion for marketing automation is apparent in all of his writings. The Technology Association of Georgia has recognized Mathew as one of the top five echnology marketers in Atlanta under the age of 30. He has spoken on the topic of marketing automation around the world, and consulted on marketing automation for leading companies such as comScore and Restaurant.com.
December 12, 2013
1:00pm ET / 10:00am PT