Your Customer Journey Map Isn’t Working: Build a Messaging Compass, not a Map
John Triplett, IDX
Dustin Diehl, IDX
Your audience owns the journey — not you. That’s why so many customer journey maps end up collecting dust instead of guiding strategy. Most journey maps are impressive on paper but useless in practice. They’re too linear, too complex, and too disconnected from the messaging decisions marketers need to make every day.
In this session, we’ll introduce a simpler, more actionable model: a messaging compass that helps brands orient to audience needs and show up with the right message, at the right time, wherever the journey begins.