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LinkedIn Learning

Marketing Foundations: Customer Decision Journey

via LinkedIn Learning

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Overview

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Create an insight-driven relationship between your customers and brand. Use the decision journey to create buyer personas and messaging to inspire customers when it matters most.

Syllabus

Introduction
  • Taking the customer's perspective
1. Decision Journey Basics
  • Importance of the decision journey
  • How the decision journey has evolved
  • Insights are the foundation
2. Buyer Personas
  • Define buyer persona
  • Profile your buyers
  • Use your buyer personas
3. Decision Journey Stages
  • Define journey stages
  • Develop the journey map
  • Common journey stages
  • Think through the stages
4. Map Across Touch Points
  • Define touch points
  • Engage across touch points
  • Determine touch points
5. Align Messaging and Content
  • Messaging versus content
  • Align across touch points
  • Emotional versus rational
Conclusion
  • The journey continues

Taught by

Dina Shapiro

Reviews

4.7 rating at LinkedIn Learning based on 381 ratings

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