Knowing the process your target audiences will take when purchasing a product or service can make or break your marketing automation campaign. Sheri Johnson, president of Morningstar Communications, explains how to use the buyer’s journey to inform your content creation at every stage.
• Compare the traditional buyer’s journey with today’s model, identifying recent trends and focusing on how your marketing program should adapt to meet your audience’s changing needs.
• Learn to customize content through each stage of the buyer’s journey: awareness, familiarity, consideration, purchase and trust.
• Review brands that build trust using the buyer’s journey.
• Understand how marketing automation can streamline content delivery, and the value of aligning sales and marketing in the new era of marketing. Takeaway five keys to success in marketing automation.