The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s marketing all brands indeed produced content. However, the priorities on content production and distribution looked more like an "upside down funnel". Which is exactly the opposite of what the buyer’s journey looks like. But how does the model work? What are the phases in which the journey is divided? And what kind of content should I create for each phase of the journey?
The workshop will define what a buyer’s journey is, will evaluate different models and will clarify, with examples and interactive exercises, why it is so important to focus on the different phases of the journey when you build your marketing/content marketing strategy.
Understand different models of the buyer journey and respective pluses and minuses
Understand each phase of the journey, with practical examples
Understand how the buyer behaviour changes at the top, middle and bottom of the journey and how to attract/influence buyers in each phase
Learn basic elements of psychology to influence buyers behaviour in each phase of the journey
A deeper understanding of the content types and media/channels that works for each phase of the journey, with practical examples
Who should focus on the top, middle and bottom of the journey within the marketing function
How should a marketing team/division be (re)organised in order to maximise focus on the proper phases of the buyer journey
This class is taken completely online via Zoom.
Class set up information will be emailed on the day of the class.
You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection.
All communication will be sent to the email used to purchase a ticket. If you have signed up on behalf of a friend or colleague, please forward along this information. NOTE: this session will not be recorded, however, slides will be sent within 7 days following the class. Participants are also encouraged to download and save any shared materials during class for later reference.
Giuseppe is senior marketing, brand and content strategist with more than 20 years’ success spearheading instrumental B2B & B2C sectors.
Today he advises agencies and high-profile global B2B and B2C brands in Tech, Financial Service, Energy, Travel and other verticals on creating a powerful global content and digital marketing strategy, including Schneider Electric, EON, Google, LinkedIn, Capgemini, Cisco, Credit Suisse, Discover Financial Services, American Kennel Club, Epicor, Experian, Grant Thornton, Generali, Amman Mineral, Motability and others. He has supported growth of B2B SaaS businesses from $1M ARR to $20M ARR.
As a renowned marketing speaker and writer, he was recognised as one of the most influential B2B marketers by companies Market Recruitment in 2019, Onalytica in 2018 and Traackr in 2016 and has achieved an essential place among the 2017 ‘Top 25 Masters of Multichannel Marketing’.
Giuseppe has an MBA from Milan’s SDA Bocconi School of Management and is trained on Mergers & Acquisitions at the London Business School. He currently lives in London.
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