The purchase journey, or customer journey, or “buyer journey” in English, refers to all the stages through which a customer travels, throughout his relationship with a supplier.
When we consider the mechanics of B2B decision making today, we understand how important it is to optimize the customer journey. The longer the customer journey, the lower the conversion rate of your leads into customers. Most buying journeys are longer than they should be due to possible misunderstandings or lack of alignment, both internally, but also between buyer and seller. That’s why it’s up to you to make your buyer’s journey as smooth and efficient as possible.
It is for this reason that understanding and mapping your buying journey will allow you to know precisely at what level you are good, but also where you are struggling to convert your leads and prospects.
Before you start thinking about
Before you start thinking about any typical buying journey, you’ll need to take the time to explore the characteristics of your customers in depth. There are two excellent methods to do this: the development of “Buyer Personas”, in order to clearly define the typical profile of your potential buyers, and the method called “Jobs to be done”, which Tunisia Phone Number List makes it possible to perfectly identify their motivations. Then you can adjust your marketing strategy.
Obviously, there are as many buying journeys as there are buyers in practice, but most B2B marketers agree to break this journey down into stages or phases, which we will observe throughout this article. item:
From stranger to visitor: your prospect doesn’t know you yet
In B2B, the buying journey begins when the prospect becomes aware of a problem, and is motivated to find a solution. This is how about 70% of the buyer’s journey takes place, before the sales teams intervene.
This step is called “discovery”, because it is at this moment that your future customer discovers a need, but also solutions.
You need to be there for your prospect from the start of their buying journey. The sooner you contact your prospect, the stronger your relationship will be. In this discovery phase, the client seeks answers and will move into the awareness phase as they become more familiar with the subject.
This is when you need to attract your target by helping them better understand their problem and by explaining to them how it can be solved.
How to attract prospects?
For example, you can count on SEO referencing . By ranking well on specific keywords and writing good articles on your website, you will be able to attract prospects who are interested in what you are selling. Social media platforms like Facebook or LinkedIn are popular for their B2B orientation, so use them to the full.
From visitor to prospect: awareness
Once the prospect is drawn into this process, they become something of a visitor. You piqued his curiosity in a way. This could have been done via the natural referencing of your content (inbound marketing) or via outgoing marketing actions, such as prospecting, advertising, a trade show, etc. (Outbound marketing).
You must now “educate” your prospect, and convince him of the importance of his problem and especially of the advantages of facing it. This is where prospect education comes in, via appropriate content. The prospect essentially seeks to define his problem and to understand what he has to gain by solving it.
It is therefore essential to create content capable of convincing your prospect, and of pushing them to take action.
To do this, you have to make him want to take action by showing him what he can get from your product or service. At the end of this phase, if all goes well, you will have convinced him to initiate an evaluation process to find the best solution to his problem.
The evaluation phase
The prospect specifies his project and approaches a purchasing decision.
Now, the prospect knows he must act, but he does not yet know the different solutions to his problem.
Depending on what he has been given to understand during the first phase, the prospect will have more or less information on the possible solutions available to him. However, regardless of their level of knowledge, they will want to explore the issue fully and observe all of the options available.
He will therefore seek and analyze all possible information on the products and services offered to solve his problem, including yours of course, provided that you have succeeded in “capturing” it in the discovery phase. In 2020, almost 70% of the purchasing journey takes place on the digital channel, and now, B2B buyers no longer rely solely on the word of a salesperson to form an opinion. Each buyer can investigate and do their own research about the style of product or service desired, and form their opinion on the subject.