Beyond the Funnel: Mapping the Chaotic Reality of the B2B Buyer Journey

The ‘funnel’ was a useful concept in a world where marketers controlled information flow. But buyers moved on, so RIP to your funnel and simplified way of moving customers from awareness to sale.

Your B2B buyers are doing their own research, jumping between stages, making emotional decisions they dress up as rational ones, and arriving at your door from directions you never planned for. If your content strategy is still built around a funnel, you’re serving a journey your customers aren’t actually taking.

In this workshop, LikeMind Media CEO Paul Ince will walk you through today’s world of fast-moving journeys fueled by too much content and too much choice. You’ll explore how to create an updated map of the journey your customers will take and the behaviors that determine the routes that get them there.

You’ll work through your own customers’ journeys and plan the type of content that helps your customers move regardless of the direction they travel.

In This Workshop You’ll Learn:

• Why funnels are dead and what to use instead
• The real behaviors of your target market: what they’re paying attention to and how to create content that meets them where they are at each stage of their journey to the purchase point
• The impact of large decision groups and how to use relevancy as a driver for visibility and influence
• How to map the multiple journey possibility you can use as a guide for creating content

What’s Included

• 5 hours of in-person instruction, discussion, and Q&A with Paul Ince
• Hands-on exercises and guided peer discussions in a digital workbook

You Should Attend If You:

• Are a curious marketer looking to discover what’s truly happening with your audiences

• Want a contemporary way to document the customer journey
• Need clarity on customer behavior and how to refine your content marketing approach to increase relevancy
• Need to speed up the customer journey and sales process by having a defined content strategy
• Want to improve your marketing function’s impact and performance

This is a LIVE, in-person workshop and will not be recorded or streamed.

REGISTER NOW>>