Tom BurtonCo-Founder, COO and CTO of LeadSmart Technologies

How to Influence the Buyer Journey Without Controlling It #BuyerJourney

Name: How to Influence the Buyer Journey Without Controlling It #BuyerJourney
Uploaded: 2025-05-02T14:00:29+00:00
Duration: 52 s
Channel: Tom Burton
Description: A short spoken excerpt from Tom Burton arguing that marketers cannot control the buyer journey but can influence it by providing the right digital…

2 May 2025 · 1 min

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A short spoken excerpt from Tom Burton arguing that marketers cannot control the buyer journey but can influence it by providing the right digital content at each stage. He compares in-person guidance to designing a ‘yellow brick road’ of content that progressively converts unfamiliar prospects into opportunities, emphasizing strategy over one-off promotional materials.

Chapters

You take somebody who knows very little about you and very little about what you do, how do you actually turn them into somebody who is an opportunity? And it's not just a one, a brochure that says buy my stuff or you know, I have something on sale. You have to have the right content as they move through that yellow brick road to get to the point where you're guiding is we've talked about over and over, right? You can't control the buyer journey, but you can influence the buyer journey. And so the as as a marketer, right, if I look and see, okay, well, if I was standing in front of somebody and I had the opportunity to influence their journey through whatever I told them or whatever I went over with them, that's exactly what we want to try and do digitally along the way. And both of these articles I thought align towards that perspective. I'm seeing.