The buyer’s journey is a series of stages that a buyer follows to purchase a product and/or service. At a high level, the buyer’s journey is comprised of awareness, consideration, and decision stages. A clearly understood and defined buyer’s journey can help sales and marketing teams become more efficient and precise while nurturing and prospecting leads. Sales and marketing teams can also become more effective by tracking leads based on the buyer’s journey stages.
Stages in the buyer’s journey can vary depending on factors such as a company’s products and/or services or industry. For example, if a company has a long buyer decision process, sales and marketing teams could create more clearly defined stages.
In the awareness stage, the buyer realizes that they have a problem or desire. A wide range of factors can trigger a realization of a problem or desire. For example…
In the consideration stage, the buyer is interested in finding a solution and gathers information surrounding their problem or desire. After consuming content and learning more about the industry, companies’ products and/or services, etc., the buyer will narrow down the options to solve their problem or desire.
In the decision stage, the buyer chooses a solution that will help solve their problem or desire. At this point, the buyer has considered different options and chose a solution that the buyer feels will best fit their situation.
A clearly defined buyer’s journey can improve an account-based marketing strategy including process improvement, brand messaging, and content marketing efforts. Since buyer’s have different motivations in each stage of the buyer’s journey, buyer’s react to different messaging and consume different content depending on each stage. For example, earlier in the buyer’s journey, buyer’s will most likely react to more broad, high level messaging. As the buyer moves throughout the buyer’s journey, the buyer will consume more and more defined, in-depth content. Each stage in the buyer’s journey can guide strategy for sales and marketing teams. For example, sales and marketing teams can map out their messaging and content pitches at each stage. This content can be designed in a way that helps move the buyer to the next step in the buyer’s journey.
Once a buyer’s journey is defined and utilized, sales and marketing teams can track leads based on a buyer’s interactions. Since the types of content a buyer is consuming can indicate their position in the buyer’s journey, marketing website content can be tagged and tracked corresponding to where the content in the buyer’s journey. For example, high-level blog posts can be tagged in the awareness stages and white papers and research papers can be tagged in the consideration stage. Once this website tracking is set up, website interactions with their corresponding buyer’s journey position can flow into a CRM tool and/or marketing automation tool for further nurturing and analysis.
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