Buyer's Journey Example
 Share
The version of the browser you are using is no longer supported. Please upgrade to a supported browser.Dismiss

View only
 
 
ABCDEFGHIJKLMNOPQ
1
Buyers Journey Example
2
This is a very generic buyer's journey that will need lots of customization to fit your situation. For an example of how this changes in a specific situation, look at the next tab, "Developer's Journey Example"
3
4
Note: need to break Product Free Trial into a separate journey with each step in the trial broken out - Time to Wow! analysis
5
6
7
Buyers StepsVendors StepsGuess as to why this step has lower conversion than desiredFriction for the buyer in this StepBuyer ConcernsMotivations to get through the Friction & Concerns
8
Trigger that makes them aware they have pain, and create desire to find solutionContent about the pain, and possible ways to solve

Look for ways to create the Trigger. A good example of this was HubSpot's WebSite grader, which provided a free tool with high value to the customer by showing them what was wrong with the SEO on their Website. The score that WebSite Grader offered at the end acts as a trigger because not marketer wants to have a low score associated with their work. So they would look for ways to fix this, and that would lead them to the next step: finding out how HubSpot could help fix this.
Use of a free tool like WebSite Grader that offers high value to the customer with very low work can be a very powerful way to get viral word of mouth spread about the tool.
9
Research solutionsContent comparing different ways to solve the pain
10
Visit Review SitesEnsure there are many excellent reviews on G2 Crowd, Capterra, etc.
11
Shortlist vendorsWeb page showing why vendor is better than named competitors
12
Visit Vendor WebsiteWebsite journey
Often worth breaking out each step on a separate sheet to make sure this flow works properly
Ensure that there are clear journeys for each different buyer persona that might visit the site.

And if there are multiple different pain points that they might be looking to solve, make sure there are separate journeys for each pain point.
13
14
Capture their email address as a Raw LeadVendor doesn't have strong enough motivation to get them over the concern about giving their email address?Get too many vendor emails and don't want to give out their email address to avoid getting more
15
Nurture the lead if they are not ready to do a free trial immediatelyMost of the prospects that find your website will NOT be ready to purchase, and you will need to find a way to nurture them over time, while waiting for the right moment when they are able to consider using a new product, or when a trigger happens that makes them want to try something new.
16
Evaluate ProductFree Trial
(Break out each step in a separate sheet for Time to Wow! analysis)
17
Sales call to qualify the customerHate getting calls from salespeopleHate getting calls from salespeopleCall comes from knowledgeable expert that can provide value on the call, and who avoids overly sales tactics
18
Consider if the product will fit in their current environment (integrations, etc.)Web page with listing of integrations and examples of how well this works
19
Evaluate ROI (cost vs benefit)Pricing pages

ROI calculator

Testimonials from customers on cost effectiveness of solution
20
Get feedback from colleaguesMake it easy to invite colleagues to use the product
21
Get comfort that this is a safe vendor to buy fromList of customers with testimonials on the website

Offer reference calls with existing customers
22
Present to BossPresentation template for how to present the benefits of Vendors solution
23
Run through purchasing process
24
25
ImplementationImplementation
26
On-boardingOn-boarding
27
Customer Success work to keep customer happy
28
29
Renewal
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
Loading...