Speaker: Jean Roberts, AMM
You can have the best marketing tools in the world — but if you don’t clearly understand who you’re trying to reach, your budget and effort will fall flat. This session helps you identify and map the buyers and sellers who actually drive your business, so you can align your messaging and marketing investments with confidence. You’ll learn how to draft practical audience personas, build ecosystem maps, and create customer journey maps that reveal where and how to engage. Walk away with a repeatable framework that turns insight into action — and marketing into measurable growth.
Upon completing this session, participants will be able to:
- Identify and define distinct buyer and seller personas specific to their auction business.
- Upon completing this session, participants will be able to map the ecosystem that influences their target audiences, including referral sources, platforms, and decision drivers.
- Upon completing this session, participants will be able to create a customer journey map that outlines key touchpoints from awareness to conversion for both buyers and sellers.
- Upon completing this session, participants will be able to align marketing tactics and budget allocation with audience insights to improve engagement and conversion outcomes.