This IDC Perspective explains the appropriate use of a customer journey model and illustrates a step-by-step method for converting the insights into persuasive content. Although customer journey models are virtually ubiquitous in tech marketing organizations, less than 40% understand them and even fewer deploy them effectively. These models can be indispensable insight tools for determining what content that buyers will find most persuasive.
"The customer journey represents a psychological process for how people make high-consideration decisions, like technology," says Kathleen Schaub, vice president, CMO Advisory practice. "Marketers will improve content performance and reduce revenue funnel leaks by connecting the customer's decision context to the information the customer truly needs."