Overview

Buyers are in charge. The path to success is a marketing approach that starts with them. B2B marketing budgets ballooned over the last decade from 5 percent to 9.5 percent of revenue. But marketing performance stalled: Lead conversion rates were flat, customer acquisition costs spiked, and the time to breakeven doubled. Why this disconnect? Simply put, because even as the B2B buyer journey fundamentally shifted toward the expectation for self-service and hyper-personalization, marketing teams doubled down on high-volume lead strategies. In Journey-First Marketing, revenue leader Brent Keltner shows B2B marketing teams a better way. He offers a blueprint for audience personalization at scale, focused on identifying and targeting in-market customers with the highest likelihood to buy. In twelve chapters, Keltner shows you how to personalize messaging and content for each buyer, based on their key goals, role, and market segment; take ownership of connecting personalized value across the full buyer journey from marketing to sales to account management and customer success touchpoints; and offer buyers guided experiences focused on self-education and self-qualification to optimize matching around problem awareness and problem-solution identification. Throughout the book, Keltner draws on specific company case studies to offer detailed templates with actionable strategies and tactics. You will find guidance on value props that create buying committee alignment, message versioning to engage different target customer segments, content streams to personalize the brand experience, buyer intent to connect inbound and outbound demand generation, and much more. The outcome of adopting the Journey-First Marketing approach is a marketing strategy that better serves your buyers, your business, and your marketing team.

Full Product Details

9781774586600

Table of Contents

Reviews

""Journey-First Marketing is a blueprint to transform your marketing so that it serves your buyers, your company, and your market."" David Meerman Scott, business growth strategist and bestselling author of Fanocracy ""The companies that win today understand their buyers better than anyone else. They build trust by answering questions, aligning their teams, and guiding people through the buying journey. Brent Keltner's Journey-First Marketing is a playbook that helps leaders understand today's buyer and rethink the way their teams market and sell."" Marcus Sheridan, bestselling author of They Ask, You Answer and Endless Customers ""Finally, a book that shatters the fallacy of product-centric marketing. Get hands-on guidance on how to stop pitching products and start building authentic buyer connections in Journey-First Marketing."" Sophie Cheng, SVP of product marketing, Sinch ""Journey-First Marketing delivers a clear, actionable road map for growth in today's complex B2B environment. Every commercial leader should have this on their shelf."" Michael Passanante, chief marketing officer, WCG Clinical ""If your teams are selling three different stories, you don't have a brand; you have a mess. Journey-First Marketing is a clear, usable, and battle-tested playbook to bring your teams into alignment."" Lauryn Warnick, founder and CEO, Villain Branding

Author Information

Brent Keltner, PhD, is president of Winalytics LLC and creator of Winalytics' Journey First Growth methodology. Winalytics helps mid-market and enterprise customers accelerate account-based B2B growth in a range of industries from education to human capital, healthcare, and SaaS markets. Before starting Winalytics, Keltner scaled growth as a revenue leader at four different companies. He began his career as a PhD social scientist at Stanford University and the RAND Corporation. He has published articles on marketing and sales strategy at MarketingProfs and Sales & Marketing Management, and in CEOWORLD magazine, the MIT Sloan Management Review, and the California Management Review. He is the author of The Revenue Acceleration Playbook.

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