Building a Journey Web for Your Business: Mapping the Chaotic Routes Your Customers Take to Buy From You

Linear journeys and funnels don’t always work when your customer has access to that thing called the internet and can do whatever they want. So how do you create a content plan that attracts them to you, educates, answers questions, overcomes objections, and converts all at the same time?

Join Paul Ince to work through how to create a customer journey “web” that makes sense of the chaos and helps you plan specific content to move your customers along. Specifically, you’ll look at where lead generating activities fall within the web and which metrics you need to demonstrate your content’s effectiveness to your senior leadership.

In this session, you’ll learn:

• How to document multiple different stages in your customer’s journey including all the pivot points and decision branches in a visual way
• Where different content types impact behavior at each stage, and why lead generating activities need to play a significant part of each stage of the journey
• Which metrics will allow you to support your strategy and demonstrate its effectiveness to your organization