A Closer Look at Customer Journeys
How Buying Centers Influencing Content Strategy
August 30, 2022
As a marketer, it is imperative that you know your buyers and their decision-making process so well that every step you plan in their journey with you is a calculated move to action. Customer journeys, buying centers and personas are integral and foundational to your content strategy goal: to produce content and programs that help prospective customers move through their often-complex decision process, feeling well-informed, validated, and confident at each stage. A major part of that process is gaining the consensus of diverse stakeholders in the buying group. So why do we start with journeys? Because journey triggers and context determine who will likely be involved in making the decision. That Buying Center can be a diverse group comprised of several individuals (or personas) – according to Gartner, an average of 7-10 in a B2B decision who must agree to move forward. With financial services companies facing economic volatility, changing business models, disruptive technologies and mounting competition, many FSIs are taking a cue from the fintech sector and are looking to create a smoother customer experience.

Who better to help us take a closer look at B2B buyer journeys than COMBLU, the premier content agency--and long-time friend of CFG. If you missed the webinar, just want to listen again, or share it with colleagues, click the box below to listen to the REPLAY. You'll  hear how you can identify your clients' buying centers and create an actionable journey for each role. COMBLU provided so much more than a presentation! They shared their expertise:
  • An understanding of the dynamics of corporate buying teams
  • How these fundamentals have evolved in recent years
  • Why journeys are not ‘just a marketing thing’ (there’s broad utility)
  • How brands are making these tools more actionable
  • Best practice examples and practical tips
Further, Cheryl and Jenny prepared a collection of templates, persona data, and examples from B2B companies for you. CLICK HERE for COMBLU's Special Resources. Be sure to connect with and follow Cheryl or Jenny on Linkedin if you want to accelerate your process internally.
Yes, journey development can be a tough, but it's worth it!
WEBINAR REPLAY: Click This Box to Listen (Password ?$.?S59Q )
Click Here for Webinar SLIDES
Cheryl Treleaven

Over the past 25 years, Cheryl has been instrumental in building the technology and financial services practices at ComBlu, supporting clients like Microsoft, Cisco, VMWare, Capital One, Barclaycard and Allstate. Her expertise lies in developing and executing content strategies, thought leadership programs, stakeholder communications, and reputation management.
Jennifer Voisard
Senior Consultant

Jenny is a content strategist that focuses on understanding B2B buying behaviors to create buyer personas, mapping digital content journeys to assess the multi-channel user experience, and creating custom content roadmaps. In her 15 years at ComBlu, she has worked with a diverse group of clients including Cisco, VMware, Verizon, Microsoft,  BMO Harris, and Capital One.
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