Understanding how your B2B customers think, act, and make decisions is the foundation of effective marketing and sales. This course is designed to give you a foundational overview of customer journeys and buyer personas in a B2B context. You will learn about the decision journey model, from problem awareness to initial consideration, and how to use these concepts to attract your target audience and move them through the sales funnel. The focus is on providing a high-level introduction to the key stages of the B2B buyer journey and how to align your messaging accordingly.

This Course Offers

• A Foundational Overview of the B2B Decision Journey: You will learn about the key stages of the buyer journey, from problem awareness to purchase consideration.
• An Introduction to Buyer Personas for B2B: The course covers how to identify and target your audience using marketing personas.
• A Conceptual Framework for Moving Leads Through the Funnel: You will gain an understanding of how to attract your target audience and turn prospects into sales.
• A Starting Point for Further Learning: By understanding the basic model, you will be better prepared to explore more advanced B2B journey mapping techniques.

Why We Love This Course

1. It provides a simple, high-level introduction to a complex topic: The course distills the B2B buyer journey into an easy-to-understand framework.
2. It is designed for CEOs, CMOs, marketers, and sales professionals: The course speaks to a broad audience of business professionals who need to understand customer decision-making.
3. It has helped over 5,000 students get started: The number of learners suggests the course's foundational approach was valuable for its time.
4. Student feedback notes its value as an overview: Reviews mention the course is a great overview and simplifies the steps, though familiarity with concepts is helpful.

A Note on Course Currency
This course was last updated in 2014. The B2B marketing and sales landscape has changed dramatically since then, with the rise of account-based marketing (ABM), complex buying committees, digital journey mapping tools, and new approaches to personalization. This course is best used as a very high-level conceptual introduction to the idea of the B2B buyer journey. For modern, actionable strategies and current best practices, more up-to-date courses are recommended.

• CEOs, CMOs, and marketing professionals who want a high-level overview of B2B buyer journeys.
• Sales professionals looking to understand how prospects think and move through the decision process.
• Communications professionals who need to deliver targeted messages that resonate with B2B audiences.
• Anyone who wants a foundational introduction to the concepts of buyer personas and customer journeys.

• You should have a general understanding of sales funnels, though these concepts will be discussed in the course.
• A willingness to learn foundational, high-level concepts is the most important thing to bring.
• No prior experience with customer journey mapping is required.

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