Customer Information Management

Customer Journey Maps and Buyer Personas: The Modern Tool Kit for Marketing

Provided by IBM

Category Customer Information Management

Type White Paper

Length 16

Publish Date February 27 2016

Date posted May 22 2017


Without a strong understanding of how contacts are feeling, what content they are looking for and how they want to interact with a business is likely a recipe for poor marketing performance. That’s why buyer personas and customer journey mapping have recently emerged as some of the hottest trends in marketing.

This Tool Kit explains the benefits of adopting a buyer-centric approach and outlines the processes for building buyer personas and designing customer journey maps that drive increased engagement and revenue.


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