GO BEYOND ONE-TO-ONE
The power of the Buyer's Journey
Even the most impulsive shoppers don’t enter their buyer’s journey on a whim. When you break it down, customers buy products and services to get a job done – to solve a problem, fix a need, give themselves a treat. And they choose the brands that best help them get that job done.
Our role as best-in-class marketers today is not to think of the journey as a one-size-fits-all awareness-through-advocacy process, but instead to get under the skin of the job people are trying to do and figure out ways to help them get it done better, smarter, more efficiently. By looking at the buyer’s journey through this lens, we can work out what success looks like and serve up content people will love at every step of the way.