Media

Reimagining Audience Engagement

Customer Journey Mapping for a Leading Media Company

In an era where audience engagement and advertising effectiveness define success, a leading B2B media company sought to deepen its understanding of how business executives interact with its multi-platform offerings. The company-serving advertisers, agencies, and corporate clients-recognized that fragmented engagement data limited its ability to deliver seamless value across touchpoints. To remain competitive, the company partnered with Jasper Colin to leverage our Executive Customer Journey Mapping solution, unlocking actionable insights that transform relationships with B2B stakeholders.

Business Challenge

The client, a global media organization specializing in digital publishing, broadcast, and business information services, faced significant challenges:

The company needed a comprehensive customer journey framework to better understand executive touchpoints, motivations, and barriers-ultimately translating this into better advertiser value propositions.

Approach & Research Methodology

Jasper Colin designed a multi-layered Customer Journey Mapping Study tailored to B2B media consumption:

Survey-Based Journey Analytics
- Conducted a survey among C-level, VP, and Director-level executives across industries.
- Tracked behaviors across content formats (articles, reports, events, video, podcasts, newsletters).
- Mapped decision-making triggers for consuming and sharing content.
In-Depth Qualitative Interviews
- One-on-one sessions with executives to explore pain points in accessing media, content trustworthiness, and advertiser influence.
Touchpoint Mapping
- Built a journey flow highlighting discovery → consumption → engagement → conversion stages.
- Evaluated performance of owned, earned, and paid media channels.
Analytics Integration
- Combined survey insights with platform usage data (time on site, repeat visits, newsletter open rates, event registrations).

Key Findings

The study revealed significant insights into executive media consumption patterns:

Fragmented Journey Paths: 62% of executives accessed content through multiple platforms (website, social, and events) before engaging with sales teams.
Trust Hierarchy: Executives ranked long-form reports (74%) and industry webinars (68%) as most influential in shaping opinions, compared to short-form articles (41%).

Critical Drop-Offs: A sharp engagement drop was noted between newsletter discovery and event registration, with 37% citing “lack of tailored relevance.”

Advertiser Alignment Gap: While 82% of advertisers expected measurable influence, only 45% of executives felt advertising integrations were aligned with their informational needs.
Team Disconnect: Sales and marketing teams worked on separate executive engagement frameworks, causing missed opportunities to convert engagement into client partnerships.

Recommendations

Impact

Within six months of implementation, the client saw measurable outcomes:

18% increase in newsletter engagement after personalization.
26% lift in webinar registrations by tailoring event promotions to executive needs.
12% improvement in advertiser satisfaction scores by aligning campaigns with executive decision journeys.

Way Forward with Jasper Colin

With Executive Customer Journey Mapping, Jasper Colin enabled the media company to transform from a content distributor into a strategic engagement partner for executives and advertisers. Our approach empowered the client to:

By bridging insight, strategy, and execution, Jasper Colin continues to help media companies evolve into experience-driven platforms-future-proofing their role in the fast-changing B2B landscape.