The importance of Buyer Legends in marketing optimization

Written by Alex Harris

This entry is part of a series of posts about marketing optimization and the marketing optimization system.

Buyer Legends is a process in a book authored by Brian and Jeffrey Eisenberg that takes your persona model to the next level. Essentially, it serves as a blueprint to help you outline your customer’s journey and gives you a better understanding of how visitors interact with your website and how they generally feel about your brand. The process is narrative in nature – creating a story, specifically, the ones that takes place between your brand, your company, and the customer. You already have data – Buyer Legends provides you with a story, a context – so that you can interpret your data and map out your customers’ journey more accurately.

Buyer Legends is a simple scenario narrative that helps identify the gap between the brand story and the brand experience. Seeing the disconnect between the two then helps you understand the improvements that are necessary and come up with resolutions that work. It also ensures that your business decisions are addressed by those truly responsible for the results. For example, if there is a need to ramp up marketing efforts, then the marketing department can take care of it, and not, say, the customer service team.

So how do you go about writing your own legend – your own story? You need to establish the ideal click map of your customer, mapping them along a specific path. Visit for more information.

If you want to learn more about how Buyer Legends has helped me, or if you want to know more about the marketing optimization process, I highly recommend that you purchase my book that is coming out June this year. More details here