Navigating the Buyer Journey

In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping.

In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey.

Mike walks through the five key stages of the buyer journey:

• Horizon Scanner
• Explorer
• Hunter
• Active Buyer
• Client

He describes the buyer’s objectives, information needs, and which marketing tactics to use at each stage. He has developed his framework for persona mapping. This is important in aligning sales and marketing around the buyer journey. 

Mike describes best practices for marketers looking to get started with buyer journeys, how to create effective ones, and put them to work.

He emphasizes the importance of involving sales, identifying content gaps, and making the buyer journey iterative.

You will learn:

• Why buyer journey mapping is a must-have for B2B marketers
• The 5 key stages of the buyer journey and how to engage buyers at each stage 
• Frameworks and processes for effective persona mapping
• The KPIs and metrics to track across the buyer journey
• How to align sales and marketing around the buyer journey
• Practical tips to get started and avoid common pitfalls with buyer journey mapping

Read the Q&A with Mike here.