W247: Decoding the Buyer’s Journey
Tuesday, March 15, 2022
11:00 AM - 12:30 PM (EASTERN TIME)

Your marketing team constantly talks about the buyer’s journey. You’ve heard of the term – after all, you’re a “buyer” yourself and you understand the typical decision-making process. But what are they really trying to define? And more importantly, how does it generate growth in the form of new membership? Join us as we sift through all the marketing lingo your team is throwing down to get to the heart of what constitutes a buyer’s journey, how it is built and how it delivers results.

Learning Objectives
  • Understand the basic constructs and purpose the buyer’s journey serves
  • Identify and understand the building blocks required to build a journey
  • Understand how digital assets and data support strategy and development of the buyer’s journey
Maneesha Manges
Director of Services, HighRoad Solutions
Maneesha Manges is a seasoned marketing professional with 20 years of experience working in multiple markets and global companies. Known for being a specialist in early stage or high growth firms, Maneesha is able to establish marketing programs and lead generation activities to deliver unexpected results with limited budgets. Her prior positions include serving as the Director of Marketing and Business Development for a technology services provider to develop a marketing program and establish a new services practice, running her own marketing agency, customer experience and field marketing roles in social media firms and consulting roles in digital marketing and data analysis.

 Maneesha holds a Master of Business Administration degree in High-Tech Marketing from American University’s Kogod School of Business and a Bachelor of Arts degree in Economics from Concordia University in Montreal. She is a member of the American Marketing Association, and the American Society for Association Executives. Specialties: Digital Marketing and Data Analysis, Product and Corporate Marketing, Integrated Marketing Communications, Channel Marketing and Management, and Social Media Marketing.
Aimee Pagano
Senior Digital Marketing Advisor at HighRoad Solution
Marketing and communications professional with more than fifteen years of evolving experience in the B2B space, including twelve years in an agency setting. Marketing specialties include: content management, content strategy, marketing strategy, inbound marketing automation, and optimized web redesigns, primarily in the tech space. A strong working knowledge of the full marketing stack. Strong communication, project management, and technical skills, as well as creative ability. A strategic planner with the ability to prioritize and multi‐task under fixed deadlines in a high‐pressure environment.
Level Beginner Delivery Group Internet-Based
CPE(NASBA Category) Communications and Marketing Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Marketing and Communications CPE/CAE Credits 1.5
Prerequisites and advance preparation needed None Cost $0.00
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