Marketing Foundations: Customer Decision Journey

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Dina Shapiro

47:43

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01 Introduction

001 Taking the customers perspective.mp4

01:19

02 Decision Journey Basics

001 Importance of the decision journey.mp4

03:25

002 How the decision journey has evolved.mp4

02:46

003 Insights are the foundation.mp4

02:45

03 Buyer Personas

001 Define buyer persona.mp4

02:59

002 Profile your buyers.mp4

03:46

003 Use your buyer personas.mp4

03:20

04 Decision Journey Stages

001 Define journey stages.mp4

01:45

002 Develop the journey map.mp4

02:28

003 Common journey stages.mp4

03:22

004 Think through the stages.mp4

01:50

05 Map Across Touch Points

001 Define touch points.mp4

02:05

002 Engage across touch points.mp4

03:48

003 Determine touch points.mp4

02:30

06 Align Messaging and Content

001 Messaging versus content.mp4

02:51

002 Align across touch points.mp4

02:03

003 Emotional versus rational.mp4

03:30

07 Conclusion

001 The journey continues.mp4

01:11

Description

The customer decision journey is a time-tested tool for connecting your brand with customers and differentiating your company from the competition. But like any tool, it has evolved with time. Learn how the decision journey has developed, with digital as the catalyst, and why it's more critical than ever to your business. Dina Shapiro walks you through the process of creating buyer personas, defining and mapping customer touchpoints, and aligning your marketing message to the customer decision journey. This framework will help you create customer-focused, integrated campaigns and experiences by connecting your brand with customers at their most influential points throughout their decision journey.

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Linkedin Learning

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LinkedIn Learning is an American online learning provider. It provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn. All the courses on LinkedIn fall into four categories: Business, Creative, Technology and Certifications. It was founded in 1995 by Lynda Weinman as Lynda.com before being acquired by LinkedIn in 2015. Microsoft acquired LinkedIn in December 2016.