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Transform your B2B buying journey

30 Nov 2023
Digital Marketing & Social Media Theatre

The B2B buying process is complex, especially when higher value products and services are the focus. There isn’t a one-size-fits-all B2B approach that works for all types of businesses and industries. But there are common challenges and steps you can take to better engage, connect and win over your target audience.

We want to share with you our experience of helping to enhance the B2B buying journey for a range of companies across industries. Have a glimpse into our world and learn from real-life cases of what works well and what doesn’t.

This session explores the different considerations across the five-stage buying process. We'll touch on each stage including problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour. It will help uncover areas where you might currently have gaps and offer fresh ideas on how you can develop your customer’s journey further.

The presentation will be jam-packed with helpful advice on:

• Joining up sales and marketing including the benefits of taking an account-based marketing approach
• Segmentation, personalisation and your CRM
• Defining the purpose of your content e.g. SEO vs thought leadership including the role of AI
• Building relevant customer touchpoints to warm up your relationships
• How marketing can help secure the sale

All too often in B2B organisations, the customer’s journey isn’t fully considered. Has our messaging and tactics genuinely been based on our customer’s behaviour and what they truly want and need? How are we measuring our success and are we talking to customers to find out where we could improve?

This varied session will look at your core messaging, channels, what customers need to see at different points in the journey and mapping out the 6-8 touchpoints required to drive a relevant lead. Ultimately, it’s about building the right kind of customer relationships for the right kind of enquiries.

Have you mapped out the journey your different audience segments take to make a purchasing decision? Have you considered how to maximise engagement and resonance throughout their journey?

Join this session for ideas around building your customer’s journey from cold to enquiry.

Ciarán Reardon, Director - Embrace Marketing


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