Summary
When B2B buyers embark on a purchase journey, they want to solve a problem or business need. They have many questions and use a variety of sources to seek information. Buyer’s 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. Unfortunately, many vendors create journey maps based on what they think a buyer needs to hear, rather than a full understanding of how buyers buy. Internal biases and product-focused blinders often cause portfolio marketers to miss the mark of delivering a journey map that reflects the buyer’s needs and point of view.
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