Buyer's Journey Example

	A	C	E	G	I	K
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"
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4	Note: need to break Product Free Trial into a separate journey with each step in the trial broken out - Time to Wow! analysis
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7	Buyers Steps	Vendors Steps	Guess as to why this step has lower conversion than desired	Friction for the buyer in this Step	Buyer Concerns	Motivations to get through the Friction & Concerns
8	Trigger that makes them aware they have pain, and create desire to find solution	Content 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 solutions	Content comparing different ways to solve the pain
10	Visit Review Sites	Ensure there are many excellent reviews on G2 Crowd, Capterra, etc.
11	Shortlist vendors	Web page showing why vendor is better than named competitors
12	Visit Vendor Website	Website 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.
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14		Capture their email address as a Raw Lead	Vendor 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 immediately	Most 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 Product	Free Trial (Break out each step in a separate sheet for Time to Wow! analysis)
17		Sales call to qualify the customer	Hate getting calls from salespeople		Hate getting calls from salespeople	Call 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 colleagues	Make it easy to invite colleagues to use the product
21	Get comfort that this is a safe vendor to buy from	List of customers with testimonials on the website Offer reference calls with existing customers
22	Present to Boss	Presentation template for how to present the benefits of Vendors solution
23	Run through purchasing process
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25	Implementation	Implementation
26	On-boarding	On-boarding
27		Customer Success work to keep customer happy
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29		Renewal
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