TSE 1370: Meet Revenue By Understanding the Buyer's Journey

Getting to know Christina Mautz

Christina is the chief marketing officer and head of sales at Moz, an SEO platform search engine optimization.

Know your ideal customers

• The biggest current problem is the abrupt changes that have happened throughout this year. As a result, we are now in a place where we are having to do things differently.
• With so many changes, it’s important to really understand your customer and meet with the people who need what you’re offering.
• It’s important to slow down instead of speeding up. Take a step back and assess if you really know who your ideal customers are.
• As sales reps, we should be building awareness and driving consideration and interest so the customer is ready to purchase.

Understand the buyer’s journey

• Since the introduction of the internet, the buyer’s journey is no longer linear. The ability to connect and talk with other people online, has made information easy to share across channels. People are now trying to find their own solutions.
• Sales reps need to understand what the clients and prospects are asking and at which part of the sales journey they’re in. They may still be in the stage where they need help understanding that there is a problem.
• Researching gives you insight into the things that your customers are trying to figure out.
• In every stage of the journey, the opportunity is in knowing what they need.
• Christina recommends mapping their journey as it helps sales reps check where their customers are at any given time.
• Think about their journey and develop content for each stage. It doesn’t have to be huge but it has to be effective and it needs to be a solution that the customer is looking for.
• Headline the content with the words that the customers are using and searching for. This is where SEO comes in.
• In this time of COVID19, businesses need to put effort into their local SEO especially for businesses with physical store locations, regardless if it’s open or not. You need to get the message out that the business continues to serve its customers and you do that via local SEO.
• Do not assume you know what’s best for your customers until you truly have empathy for what it’s like to be in their shoes.

“Meet Revenue By Understanding the Buyer's Journey” episode resources

Connect with Christina Mautz on LinkedIn. You can also check out their company website.

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