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Persona definition, customer journey mapping, and sales funnel analysis for $4B digital marketing and media business

  • Writer: Luka C.
    Luka C.
  • Sep 1
  • 1 min read
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Client Overview 

Client is a global B2B digital marketing and media business with $4B revenue and 12,000 employees in 30 countries. 

 

Situation 

Client was interested in better understanding the buyers of their services, their customer journey, and details about the sales funnel to drive incremental change in their marketing strategy and large-scale change in their service offering portfolio in order to drive ongoing double-digit growth. 

 

Our Engagement 

Aberdeen was engaged to focus on an assessment of the current state, build a better understanding of customers and their needs, and provide recommendations for improvement of client’s product/service portfolio and the related customer buying experience. 

Key Activities: 

  • Defined and built out 7 core customer personas incl. organization structures for ABM. 

  • Analyzed sales funnel to better understand challenges at each step and define recommendations for better customer experience and increase conversion. 

  • Gathered 1st party voice of customer information through global survey and expert interviews. 

  • Executed digital marketing workshop for Marketing and Product Management teams to define and assess portfolio optimization opportunities resulting from customer insights. 


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