Sales reps and marketers can guide prospects toward choosing your product with content like case studies, demos, and testimonials.
The goals here are to maximize funnel conversion by converting leads into customers.
At this stage, our example shopper might Google “Best mouth guards for mild TMJ.” They are now ready to start actively comparing and selecting the brands they plan to purchase from.
At first glance, the buyer’s journey framework seems risk managers email lists surprisingly simple and straightforward. It’s also a big buzzword in sales; it’s easy to dismiss this concept as “Sales 101” without giving it much thought.
But marketers need to consider the buyer's journey in the context of how the average buyer makes purchases today:
72% of shoppers use Google to research pain points and products.
67% of a buyer's decision is determined through independent research, long before they contact sales.
99% of shoppers report they would be happy to purchase products through a self-service model and would be comfortable doing so with a budget of up to $50,000
Sellers can use what they know about the buyer's journey to align their pipeline accordingly.
In other words, the buyer’s journey framework allows marketers and sellers to leverage what they know about their personas’ purchasing habits and then meet them where they are with the right content to nurture the buying process.
Custom content
The more you know about how a potential customer behaves throughout their buying process, the better you can generate content that answers the exact questions they have.
The buyer’s journey helps marketers create digital marketing strategies aimed at guiding prospects according to their own needs and timeline rather than forcing them.
Qualifying prospects
A funnel designed in conjunction with the buyer's journey will make the lead qualification process quick and easy.
Marketers and salespeople can gauge how ready a prospect may be by analyzing how they interact with their content marketing throughout the buyer’s journey. Personalized content can also speed up the process of generating poor fits.
