Buyer’s Journey Template

{{Client}} <> Got Users

Buyer’s journey: {Persona}

Determines if product could solve problem

Trusts that your product solves the problem

Trigger

Painful Problem

How did they hear about you?

Bad alternative

ROI is justified and other objections are addressed

Purchase and pay

User receives product value

Source: User interviews

EngTrain buyer’s Journey: Tech manager

Skims blog posts, case studies, online reviews

Applies free advice, finds first win

CTO asks about Glassdoor review

Employee churns

Hears about EngTrain on Twitter

Uses a recruiter to hire employee

CTO approves budget

Purchase and pay

Great employee hired

Source: User interviews