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Buyer journey.pdf
- 1. Our product is helpful but is not essential to solve the problem. Examples Aura: I got scammed on Facebook marketplace Fullfunnel: Why our ABM program underperforms and CPA is extremely high? Situation / actions What is the situation / context? What does the customer do? Questions / Objections / Concerns What objections, concerns or doubts does the customer have? Journey Steps Which step of the buying process are you describing? Decision making Why would they select us? What can influences their decision? This is the journey of a Example What are their key goals and needs? 🔊Your Product Champion THE BUYER'S PERSPECTIVE Business triggers (Awareness) Why do they even start the journey? What's happening in their business to trigger their search? Examples Aura: I got scammed on Facebook marketplace Fullfunnel: Why our ABM program underperforms and CPA is extremely high? Demand triggers (Awareness) What can attract their interest and motivate them to learn more about the problem or an opportunity? Examples Aura:PPP loan fraud (trendy topic). How do scammers steal the credit card numbers? Fullfunnel: What is ABM? How to create ICP? How to develop positioning? How to create sales funnel? How to generate enterprise clients? Discovering and evaluating solutions How do they explore different solutions? What can motivate them to learn more about our solution? Examples Aura: How to protect child from identity theft - it's hard to do it without Aura Fullfunnel: How to launch ABM efficiently from scratch? Learnings / info needs What information do they look for? What do they want to learn? Where do they look for the information? Who do they ask for advice? Actions & content The buying journey & how to influence it 20 min We're mapped out the main attributes of the different buyers involved in the buying process. It's now time to map out the buying process and how we'll influence it Introduction 1. Focus 2. Fill out each step of the journey 6 x 12 min We're working on a buying journey for the ICP. In terms of the buying committee, we'll focus on the champion — but will also consider other buyers who may be involved at each stage. For each stage: Describe the buyer's perspective: their situation, actions, informational needs and objections (work individually) - 5 min Review the results and brainstorm how to impact the buyers at this stage (actions and content). Work individually for 5 min Review and vote on the actions and content (2 min) 1. 2. 3. Other buyers Who else beside the champion is involved? What influences decision makers and blockers? What can persuade them? What questions do they ask? What objections, concerns or doubts do they have? What are their main tasks? What do they struggle with most? How can we influence the buyers? What actions can we take? What content can we produce? Content ideas There is a limited opportunity to present our product as the best solution, but it gives opportunity to share expertise and attract attention. Examples Aura:PPP loan fraud (trendy topic) Fullfunnel: What is ABM? How to launch ABM? How to create ICP? Our product is a critical or extremely helpful solution Examples Aura: How to protect child from identity theft - it's hard to do it without Aura Fullfunnel: 0 to ABM framework with case studies Offer amplifiers. Examples Fullfunnel: Detailed case studies. Niche experience in working with B2B tech companies with high ACV and long sales. Done for you (team training) instead of agency work