7:45 am — 9:15 am
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CX and Sales Enablement Community

Topic: Mapping the CX Journey of an Industrial Buyer
Facilitator: Marc Macaluso


A customer journey is a visualization of the process that a person goes through to accomplish a goal across channels and devices. Buyer experience in the industrial marketplace leverages techniques that can drive positive change with a focus on the Customer. This talk covers the framework, specific examples in a case study format in industrial scenarios, and why you should be using them as a part of your design solutions too.

The buyer’s journey is the process buyers go through to become aware of, consider, evaluate, and decide to purchase a new product or service. Buyers no longer wish to be prospected, sold or closed. These steps do not add value from the users’ perspective. They are first seeking to learn about your product, service or brand on-line.

There are some questions you should ask to put together the buyer’s journey for your company:

How do buyers describe their goals or challenges?

How do buyers educate themselves?

What criteria do buyers use to evaluate the available offerings?

In this session, you will see the various tools and techniques that can be used to discern answers to these questions and more…


Speaker Bio:

Marc Macaluso is a strategic minded business executive with experiences in B2B at Emerson Electric and Regal Beloit, multi-national industrial organizations where he honed his knowledge of Customer Experience. He is also the founder of Cincinnati Digital CX Meetup. Marc currently is the CEO for Union Pointe Development, a consultancy focused on entrepreneurs and the CMO for NKY Speech and Language Services, a healthcare company.

To learn more about Marc: https://www.linkedin.com/in/marcmacaluso/ & Twitter @marcmacaluso


About this Community: The CX and Sales Enablement Community delivers a forum on the 3rd Tuesday of the month where Cincinnati and NKY leaders review and discuss how to influence customer experience, improve sales results, increase Marketing ROI, drive integration and expand innovation, with levers spanning people, process and technology. 




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February 18
7:45 am - 9:15 am
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