To download the Buyer's Journey, visit the Babcock & Jenkins site (www.bnj.com).

1. The Buyer’s Journey — Strategic Decision Maker
Purpose em Answers needed to progress to next stage
cosyst
ustomer E
Into C
A Awareness
Move Loosening of Status Quo
Advertising and social media
Why should I change?
Exte
r
R Reputation Triggnal What could happen if I do nothing?
Social & search er
ase How will things change?
Purch
D Demand Generation
Marketing: early, mid and late L Commit to Change
A What triggers would force me to need to solve this issue?
L Lead Nurture R How is the issue impacting my industry?
Sales enablement
How are my competitors addressing the issue?
Status Quo D
What do I need to know to think strategically about
D Education solving the problem?
Loosening of What are the best practices?
Status Quo
Content Inter Explore Options
Make the Selection Triggnal
er What are the possible solutions, options and alternatives?
Interest Bu Va What do I need to know to think strategically
Social media Re sin lid about solving the problem?
as es Commit to Change
Thought leadership on s How are my peers doing this?
Traditional media Advocate
R Compare Solutions
Discover Education Business case development
Search L Education
Outbound
Commit to a Solution
Social media Decide Discover What are the best practices?
Events Justify the Decision
Who's got expertise to add most value to the project?
R Who are the thought leaders?
Criteria Consider
Analyst reports
Education R
Reviews Step Back
Search What risks would make me falter?
D Education
Email/Newsletters D Explore Whose disagreement could cost me the decision to
Consider move forward?
Options
Evaluation Which stakeholders objectives might not get addressed
Business case development by an option?
Step Back What if my end-users won't adopt the solution?
Detailed product information
Vendor comparisons How will I realign the business process the solution a ects?
R
Implementation thought leadership R
Implementation scenarios Justify the Decision
Decide
D Why should I trust your company?
Selection Compare e Beyond the initial project budget, what's the TCO?
Validation nc e
Solutions c ha th ion What's the ROI and how long will it take?
Customer how-to st in at
Service assurance La to jo vers How are people/companies nding success with this choice?
n How will this choice a ect my professional status?
Commit to a Solution co
Satisfaction
Advocate Thought leadership D Make the Selection
Solution upsell Thought leadership
Service assurance Solution upsell
Service assurance
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