The Healthtech Marketing Show
How To Create an Effective Buyer Journey with Mike Campana
Jun 11, 2024
In this insightful discussion, Mike Campana, a seasoned healthcare IT marketing executive with over 30 years of experience, dives into the nuances of buyer journey mapping. He critiques the traditional marketing funnel, introducing a more dynamic model that includes five distinct stages, from 'Horizon Scanner' to 'Client.' Listeners learn how to create effective buyer journeys, the importance of aligning sales and marketing, and best practices to avoid common pitfalls. Mike also shares essential metrics to track, ensuring a comprehensive approach to engaging buyers.
35:28
Episode guests
AI Summary
Highlights
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Buyer journey mapping is essential for B2B marketers as it allows for a tailored approach to understanding diverse buyer personas and their needs.
- Involving sales in the buyer journey process and utilizing clear metrics enhances collaboration, leading to a more effective marketing strategy.
Deep dives
The Importance of the Buyer Journey
Understanding the buyer journey is crucial for any B2B marketing strategy, as it provides insight into how buyers make decisions. Many organizations traditionally view the buying process through a funnel model, which can be limiting and may not align with the complexities of actual buyer behaviors. The funnel focuses too heavily on how companies want to sell rather than adapting to how buyers prefer to engage with information and products. Recognizing that buying decisions are made collectively by multiple personas within an organization highlights the need for a more nuanced approach, including the practice of persona mapping.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
