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Put Personas & Journey Mapping to Work

Reveal your customers’ needs and motivations, and how to fulfill them with content. We’ll help you create personas and journey maps that pay dividends over time.

Buyer Personas that Guide Content Strategy

Too many marketers underestimate the value of personas. Not us. We understand that great content experiences begin with deep audience insights. We craft content-actionable personas, designed to be referenced every day to help your team create relevant and engaging content. Then we pair personas with user journey maps that uncover your customers’ specific informational needs at each step, so you know exactly what content to serve, and when.

Our Recipe for Hard-Working Personas & Journey Maps

Whether you’re updating personas and journey maps or starting from scratch, lean on Tendo to:

Conduct persona research

(both primary and secondary) to uncover audience needs, goals, objections, tasks, and more.

Map the customer journey,

detailing the specific informational needs—as well as your organization’s desired outcomes—at each stage.

Identify related content elements

and channels necessary to support customers at each stage and move them forward in their journey.

Format personas and journey maps

to be living documents that you can continually update over time to maximize their value.

Personas & Journey Mapping Are Worth the Effort

71%

71% of companies that exceed revenue and lead goals have documented personas.¹

73%

73% of customers expect companies to understand their unique needs and expectations.²

81%

81% of organizational leaders say the development of a customer journey map was worthwhile.³

27

Journeys are getting more complex: B2B buyers now average 27 buying interactions during the buyer journey.⁴

Sources:
1 Cintell, Understanding B2B Buyers Study, 2016
2 Salesforce, Fifth Edition State of the Connected Customer Report, 2022
3 Hanover Research, The State of Mapping the Customer Journey Report, 2019
4 Forrester, 2021 B2B Buying Study, 2021