Managing a digital-first buying journey is the topic Ray Hartjen and Brett address today. Ray is the Head of Content at LeanData, a native Salesforce application for growth leaders. Prospective and future customers hold the power during the B2B buying process, because they have an abundance of options. Data, intent signals, and content should be used to simplify and streamline the buying journey, so that it’s just as easy as a B2C purchase.

0:00 Intro
0:45 Conversation with Ray
2:46 Dreamforce
4:26 Buying signals
11:06 Prospective vs future customer
15:20 Content in buying journey
18:15 Intent signals
21:34 Collecting and using data
24:31 What can we learn from B2C
26:40 Change management prospective
29:00 Advice to marketers
31:11 Outro

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How to Manage a Digital First Buying Journey with Ray Hartjen of LeanData