How to Manage a Digital First Buying Journey with Ray Hartjen of LeanData

Managing a digital-first buying journey is the topic Ray Hartjen and Brett address today. Ray is the Head of Content at LeanData, a native Salesforce application for growth leaders. Prospective and future customers hold the power during the B2B buying process, because they have an abundance of options. Data, intent signals, and content should be used to simplify and streamline the buying journey, so that it’s just as easy as a B2C purchase. 0:00 Intro 0:45 Conversation with Ray 2:46 Dreamforce 4:26 Buying signals 11:06 Prospective vs future customer 15:20 Content in buying journey 18:15 Intent signals 21:34 Collecting and using data 24:31 What can we learn from B2C 26:40 Change management prospective 29:00 Advice to marketers 31:11 Outro Join The JuiceFollow The Juice:| Website | Blog | Twitter | LinkedInFollow Ray: | LinkedIn | Twitter | LeanDataFollow Brett:| Twitter | LinkedIn