B2B investment decisions are generally not made overnight. Decision makers undergo a process known as the ‘buyer journey’. To gain insights into the buyer journey of a specific target audience, the framework below used in our practical B2B Buyer Journey Template can help you in a moderated brainstorm session.

B2B Buyer Journey Messages

Identifying the challenges and bottlenecks per buyer persona in a workshop will result in a valuable messaging matrix. Use a brown paper for each stage of the buyer journey and post its for each idea. Invite customer facing colleagues and preferably some customers. The workshop works best with 4 to 6 people and a moderator.

B2B Buyer Journey Workshop

These are the steps you take during a workshop:

• Step 1: Structure the brainstorm session with a matrix. Define the different buyer personas in the target market on one axis. On the other, define the different buyer stages. This will result in the framework below.
• Step 2: Invite brainstorm participants to come up with motivations, trends and developments that trigger the buying journey per persona, followed by considerations, wishes, requirements and purchase thresholds during the later stages of buying process.
• Step 3: When all the ideas of the group a captured, score the messages to determine the most important ones per persona. Also, define the most important persona per buyer stage.
• Step 4: Use the end-result to define the key messages, content formats and media for the partner marketing program.

To get started, download our practical buyer journey messaging template.

B2B Buyer Persona Template

You can also download our B2B Buyer Persona Template.