Goal
Help marketers understand how to map campaigns to each stage of the bowtie journey with clear objectives and KPIs, ensuring full journey coverage that drives both acquisition and post-sale growth.
What you will learn
- Explain the bowtie journey stages and map them to campaign objectives
- Differentiate between buyer journey (customer perspective) and marketing funnel (internal process)
- Identify gaps in your current campaign coverage
- Choose which campaigns to prioritise based on journey stage gaps and business objectives.
- Set KPIs aligned with each stage’s goal