{"product_id":"journey-first-marketing-your-playbook-to-identify-engage-and-convert-more-ideal-customers-paperback","title":"Journey-First Marketing: Your Playbook to Identify, Engage, and Convert More Ideal Customers - Paperback","description":"\u003cp\u003eby \u003cb\u003eBrent Keltner\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBuyers are in charge. The path to success is a marketing approach that starts with them.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eB2B marketing budgets ballooned over the last decade from 5 percent to 9.5 percent of revenue. But marketing performance stalled: Lead conversion rates were flat, customer acquisition costs spiked, and the time to breakeven doubled.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWhy this disconnect? Simply put, because even as the B2B buyer journey fundamentally shifted toward the expectation for self-service and hyper-personalization, marketing teams doubled down on high-volume lead strategies.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn \u003cem\u003eJourney-First Marketing\u003c\/em\u003e, revenue leader Brent Keltner shows B2B marketing teams a better way. He offers a blueprint for audience personalization at scale, focused on identifying and targeting in-market customers with the highest likelihood to buy.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn twelve chapters, Keltner shows you how to\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003epersonalize messaging and content for each buyer, based on their key goals, role, and market segment;\u003c\/li\u003e\n\u003cli\u003etake ownership of connecting personalized value across the full buyer journey from marketing to sales to account management and customer success touchpoints; and\u003c\/li\u003e\n\u003cli\u003eoffer buyers guided experiences focused on self-education and self-qualification to optimize matching around problem awareness and problem-solution identification.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThroughout the book, Keltner draws on specific company case studies to offer detailed templates with actionable strategies and tactics. You will find guidance on value props that create buying committee alignment, message versioning to engage different target customer segments, content streams to personalize the brand experience, buyer intent to connect inbound and outbound demand generation, and much more.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe outcome of adopting the \u003cem\u003eJourney-First Marketing\u003c\/em\u003e approach is a marketing strategy that better serves your buyers, your business, and your marketing team.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 250\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.57 x 9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 10, 2026\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":67850784145560,"sku":"9781774586600","price":34.29,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0759\/8830\/4024\/files\/W6LSXz8j2b9781774586600.webp?v=1793422330","url":"https:\/\/thepinkflamingobookstore.com\/products\/journey-first-marketing-your-playbook-to-identify-engage-and-convert-more-ideal-customers-paperback","provider":"The Pink Flamingo","version":"1.0","type":"link"}