Thought Leadership

Customer journey planning for construction and engineering marketing

26 Sep 2024 By Matt Hicks 4 min read

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Customer journey planning for construction and engineering markets can be a complex task. For most of their time, audiences aren’t actively looking to buy and even when a purchase is needed, that’s not always a quick process with any number of different procurement stages and influencers involved. Here’s a model for how to cut through the complexity.

Typical B2B customer journeys include more, and different, elements than the faithful old Awareness Interest Desire Action model lays out. On the other hand, there’s a good reason why the venerable AIDA has such staying power – it has a

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Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals