Summary
B2B buyers embark on purchase journeys to solve a business need, equipped with many questions and a variety of sources to seek information. Buyer journey maps are a critical tool for enabling buyer-facing teams to create content, tactics, and programs that engage buyers and move them through the process. Many vendors create journey maps based on what they think a buyer needs to hear, driven by internal biases and impeded by product-focused blinders that cause portfolio marketers to miss the mark of reflecting the buyer’s needs and point of view. This report provides strategies to avoid this and ensure marketers create comprehensive buyer journey maps for better buyer engagement.
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