Buyer Journey Frameworks – The Secret To B2B Go-To-Market Success

In this Mucker Growth Session, Mucker’s Head of Growth, Tony Yang walks through using a buyer’s journey framework to improve your customer’s experience and your conversion rates.

Many B2B organizations think about and track their go-to-market through the concept of a sales and marketing funnel. While this is a useful model for workflow and measurement purposes, oftentimes GTM teams confuse the funnel with what their prospects and clients go through in their own decision-making process – i.e., the buyer’s journey.

This mistake leads to seller/company-centric messaging and GTM processes, which can lead to poor buyer experience and ultimately low conversion rates across the funnel. In this session, we will introduce the concept of a buyer journey framework and demonstrate how to operationalize this framework across your GTM functions. Implementing this framework will help you understand:

– The difference between demand creation and demand capture

– How to best alter your messaging & content to better engage with your prospect

– How to better implement lead scoring & more accurately define MQLs

Speakers: Tony Yang – Head of Growth at Mucker

Brittain Skinner – Head of Platform at Mucker