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

<p>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. </p><p>0:00 Intro <br>0:45 Conversation with Ray <br>2:46 Dreamforce <br>4:26 Buying signals <br>11:06 Prospective vs future customer <br>15:20 Content in buying journey <br>18:15 Intent signals <br>21:34 Collecting and using data <br>24:31 What can we learn from B2C <br>26:40 Change management prospective <br>29:00 Advice to marketers <br>31:11 Outro </p><p><a href="https://www.thejuicehq.com/sign-up">Join The Juice</a></p><p><br>Follow The Juice:| <a href="https://www.meetfathom.com/">Website </a>| <a href="https://www.meetfathom.com/blog">Blog </a>| <a href="https://twitter.com/meetfathom">Twitter </a>| <a href="https://www.linkedin.com/company/67158012">LinkedIn</a><br>Follow Ray: | <a href="https://www.linkedin.com/in/rayhartjen/">LinkedIn </a>| <a href="https://twitter.com/RayHartjen">Twitter </a>| <a href="https://www.leandata.com/">LeanData</a><br>Follow Brett:| <a href="https://twitter.com/IndyMcGrath">Twitter </a>| <a href="https://www.linkedin.com/in/brett-mcgrath-54bb2914/">LinkedIn</a> </p>