The Buying Journey has become a buzzword for marketers, but what does it really mean?
Keeping in mind that the Buying Journey is not linear and applies to both prospects and existing customers, The Pedowitz Group (TPG) defines the Buying Journey as the unique stage-by-stage decision process that a prospect or a multiple-persona buying center goes through or experiences in order to purchase a product or service from your organization. It is composed of individual and group needs, goals, behaviors, emotions, activities and triggers.
An important distinction – the Buying Journey is NOT the sales cycle. When engaging with clients, the Buying Journey is often confused with the sales cycle. While the sales cycle is crtical to ensure your business can forecast and report effectively, it is NOT the Buying Journey. The Buying Journey is what your prospects and customers experience through website, email, and social media activity.
TPG offers custom Buying Journey Development services where we leverage our unique skill set to capture your audience’s specific buying experience. We then assist you with implementing the Buying Journey throughout your inbound and outbound campaigns, website, campaign strategy and content plan.
This service also includes:
- Socialization roadmap
- Company-wide adoption plan
The combination of Personas and the Buying Journey are critical needs for the modern day marketer, but the development of these often fail.
The most common reasons are:
- Improper Development
Far too many marketers create the Buying Journey without input or collaboration from members inside and outside of their organization that understand your audience
- Poor / Missing Data
Without the data to identify where your audience is in the journey, it is impossible to develop an accurate Buying Journey or Personas
- Too Many Journeys
Organizations often think they need a unique Buying Journey for every business unit or product and that simply isn’t the case most of the time
- Product-Focused Content
Content should be reflective of the journey and encourage your audience to proceed to the next stage.
- Doesn’t Incorporate the Strategy
The Buying Journey is rarely integrated into marketing strategies properly as marketers tend to revert to what they’ve done in the past
Prospects and customers demand more from organizations they do business with or want to do business with. Leveraging Personas and the Buying Journey are catalysts to a more customer-centric approach. Wherever your organization interacts with your customer, there’s an opportunity to leverage your buying journey.
The time to put your prospects and customers first is now – contact a TPG expert today!