Upcoming Event: Understanding The Buyer Mindset

Using buyer personas and identifying the path-to-purchase

Join us for a one-day event exploring two of the hottest topics at the moment – identifying and understanding buyer personas and researching the ‘path-to-purchase (or ‘buyer journey’).

 
Event: Understanding the Buyer Mindset

When:

Thursday 3rd May 2018, 09:00 – 17:00

Where:

46 New Broad St, London EC2M 1JH

Topics:

  • Using research to identify and explore your customer personas
  • Mapping buyer journeys on the path-to-purchase
 

Event Summary

The development of buyer personas and the exploration of the path to purchase are intrinsically linked together. Every business has a number of key personas in its market place, each with differing needs, challenges, and triggers to purchase. Likewise, each of these personas will take differing ‘paths-to-purchase’, some short and simple, others long and meandering – and all requiring different sources of information and messaging at different points in the process.

The day will be a blend of talks, from a deep dive into the process and best practice from B2B International, to some compelling and practical case studies from a number of different clients.

The event will give delegates:

  • An understanding of how to use research to identify and ‘bring to life’ personas
  • How to identify behaviours and needs of different personas
  • How to use personas across the business, and to drive change
  • How to map the buyer journey, or path-to-purchase
  • How to use personas to inform changes to the buyer journey
  • How to use path-to-purchase research to develop action plans and toolkits for the sales teams

path-to-purchase

 

Agenda

Start
End
Event
09:00
09:30
Arrivals tea and coffee
09:30
09:45
Introduction & welcome
09:45
10:30
The importance of personas, and how to create them
10:30
11:00
Using personas to drive change across a business
11:00
11:30
Coffee break
11:30
12:30
Buyer personas: B2B Client Case Studies
12:30
13:30
Lunch and networking
13:30
14:00
Why map the buyer journey?
14:00
14:30
How to map the journey and get action within the business
14:30
15:00
Buyer journeys: B2B Client Case Study
15:00
16:00
Coffee & Workshop exercise
16:00
16:15
Closing remarks
16:15
17:00
Networking and drinks
 

Featured Client Case Studies

Virgin Media Business

QBE

 

Speakers from B2B International