How ‘the new customer buyer’s journey’ is reshaping the way you strategically manage your brand

Mike Lieberman

Journal of Brand Strategy, 2019, vol. 8, issue 1, 76-85

Abstract: This paper analyses the changing buyer behavior and its impact on how companies consider their funnel including their marketing, sales and customer service execution. The outcome of these changes to buyer behavior is brands are missing their revenue goals and with no real strategy in place to change this they execute “random acts of marketing” or hire more salespeople to fix the problem. Neither of those actions is going to create sustainable, predictable and repeatable revenue generation machine they are looking for. Instead they need to consider a new metaphor instead of the funnel and in this paper, we suggest that the Cyclone and the Cyclonic Buyer Journey provides marketers and sales leaders an opportunity to redesign their marketing and sales execution to match the way people buy products and services today. Marketing and sales leaders must improve their ability to create an experience for their prospects by providing a more designed and strategic buyer’s journey with the tools, techniques and technology at their disposal. The Cyclonic Buyer Journey provides a methodology creating a strategy for each of the eight stages of the new prospect’s buyer’s journey and gives leaders a map showing how to apply that strategy, what tactics to deploy, what metrics to track and what technology to leverage to get prospects through their buyer’s journeys in more efficiently and effectively. The result of using this approach is more leads, better quality leads, more sales opportunities, a higher close rate on those opportunities, a shorter sales cycle, and more consistent revenue goal attainment.

Keywords: buyer’s journey; marketing strategy; digital transformation; Cyclonic Buyer Journey; revenue generation; brand management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:1:p:76-85

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