Developing Your

Buyer’s Journey
What is the
buyer’s journey?
Buyer’s Journey
The active research process someone goes through
leading up to a purchase
Every potential buyer is focused on:
Every potential buyer is focused on:

• Identifying their problem

Every potential buyer is focused on:

• Identifying their problem

• Understanding what options could alleviate their problem
Every potential buyer is focused on:

• Identifying their problem

• Understanding what options could alleviate their problem
• Comparing their top choices when they’re ready to make
a purchase
Using the buyer’s journey will help
you attract, engage, and delight
your prospects and customers by
meeting them where they are and
providing the needed guidance and
value they’re seeking.
These stages are connected to
the inbound methodology.
To attract, engage, and delight, you need to
know where your potential customers are in their
buying process.
Awareness Stage
When your prospect is experiencing and expressing
symptoms of a problem or opportunity
Consideration Stage
When your prospect has clearly defined and given a
name to their problem or opportunity
Decision Stage
When your prospect has decided on their solution
strategy, method, or approach
By meeting your prospects
where they are, you can
reduce the friction leading up
to making a purchase.
To keep your business’s
flywheel spinning smoothly,
you want to reduce friction as
much as possible.
The buyer’s journey is a
powerful tool you can use to
personalize your prospects’
experiences with your business.
 Marketers can use the buyer’s journey
to create different content at every stage.
Use the buyer’s journey to
segment and nurture your leads.
Salespeople can use the buyer’s
journey to better understand how to
sell to your prospects and guide them
through the buyer’s journey.
Service professionals can think
of customers as having their
own type of buyer's journey.
Your marketing, sales, and service
teams need to be aligned on the
different stages of your buyer’s journey.
Knowing the buyer’s journey for your personas
will be key to creating the best marketing,
sales, and service experiences possible.
How do you
develop your
buyer’s journey?
Your buyer’s journey will be
personalized to your personas to
create a buying experience that will
build trust and be human and helpful.
Create the buyer’s journey for
your business:

1. Understand your buyer persona.

2. Develop each buyer’s journey stage around your

business’s specific needs and persona’s intent.
Create the buyer’s journey for
your business:

1. Understand your buyer persona.

2. Develop each buyer’s journey stage around your

business’s specific needs and persona’s intent.
 By understanding their unique process of becoming aware of
their problem, considering solutions, and deciding on the right
solution, you’ll be able to create an effective inbound strategy.
The awareness stage is when your prospect is experiencing
and expressing symptoms of a problem or opportunity.
They’re doing research to more clearly understand, frame,
and give a name to their problem.
Someone has recently
joined a company as the
Director of Marketing.
Someone has recently They're looking for a
joined a company as the content management
Director of Marketing. system to house all
company content.
Someone has recently They're looking for a They might research
joined a company as the content management what a good content
Director of Marketing. system to house all management system is.
company content.
The awareness stage does not
mean that your prospect is
now aware of your business.
At this point, they’re just aware they
have a problem.
In the consideration stage, your prospect has now clearly
defined and given a name to their problem or opportunity.
They’re committed to researching and understanding all the available
approaches or methods to solving their defined problem or opportunity.
Director of Marketing trying
to find a solution to manage
all the company content.
Director of Marketing trying They might be considering a few different
to find a solution to manage content management systems, looking at
all the company content. examples or reviews of the product.
In the consideration stage
engagement is key.
In the decision stage, your prospect has decided on their
strategy, method, or approach.
This is where they might be compiling a long list of all available vendors and products
in their given solution strategy.
Your content can serve each stage of the buyer’s journey.
Create content focused on the problem your
buyer persona is experiencing.

You could develop blog posts or pillar pages

that describe the problem and show your
knowledge and understanding of it.
Create content about the
solution to a problem.
Create content that answers questions
about your product or service.
Use the formats that are best
suited for you and your business:
Use the formats that are best
suited for you and your business:

• Video
• Blog posts
• Pillar pages
• Webinars
The buyer’s journey is not just about the content
you produce but the experience you provide.
Remember that inbound is all
about building trust and creating
human and helpful experiences
throughout the stages of the
inbound methodology.