Transforming the B2B Buyer Journey

Afterword

The purpose of this book is to help ambitious junior marketers change the traditional marketing relationship with buyers. That is to say it’s no longer about how we sell to them, rather it’s about how we respond to their needs as buyers going through multi-year complex decision-making processes.

It’s a new way of thinking that accommodates the many nuances in buyer behaviour rather than assuming the simplistic view that it’s about a singular set of buyers making a linear series of rational choices (i.e. the traditional funnel model). Instead, the framework allows for your content strategy, channel choices and metrics to flex according to the buyer objectives at each phase, creating a highly tailored experience that builds traction ...