+1-510-655-6511 vpeck@theeastbaygroup.com

B2B Buyer Journey and Analysis

Challenge/Opportunity

  • Desire to expand Eye Care division sales/marketing automation but didn’t understand buyer’s journey
  • Inconsistent and timing issues of messaging relative to offers
  • Developing programs difficult due to a complex set of influencers and buyers

Approach

  • Interviews of all Institution/Employee/Customers created a complex, multi-faceted buyer journey map
  • Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes
  • Identified opportunities to improve relationships with Eye Care Professionals

Result

  • Developed strategies aligned with the level of complexity of the different constituents
  • Understanding of relationships across LOB’s and customers
  • Salesforce tool mapped to different use cases based on insights
  • Communications mapped to influencers and buyers appropriately