Understanding the Buyer Journey | December 14

$99 USD each
Tuesday, 14 December, 2021
1 4 pm EST
Online

About This Workshop

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.

Chart your own career path. Curious about digital marketing & building multichannel campaigns powered by data and customer insight? Dive into the fundamentals & build confidence and capability to apply modern marketing strategies in our 10 -week Digital Marketing part-time course.

Takeaways

  • 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

Preparation

  • This class is taken completely online via Zoom.

  • You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection.

  • We will provide a link to the session 24h before & again on the day of the class - keep an eye out in your inbox.

  • 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.

About the Instructor

Giuseppe Caltabiano Photo

Senior marketing, brand and content strategist

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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