Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice . In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
I ask the team to first outline their typical buyer’s journey for their product or service. I then ask them to name the personas involved in the buying decision, and who is involved at each step in the buyer’s journey. I then ask, for that persona at that step, what are the ways in which they’re likely to interact with the company? If for example, there is a step called Vendor research, do they consult peers, look at web sites, talk to salespeople? For each of these points of interaction, what marketing materials/events/experiences do they currently have? What are the gaps? Which are successful and which could be better? This kind of inventory, while it can take some time, can produce some insights and some useful marketing user stories.