There is much discussion in the technology sector about the “Buyers’ journey” in that the steps and stages a buyer will go through to make a decision. It is estimated that the number of touchpoints and associated pieces of content required exceeds 27 articles, blogs, white papers, news items, etc. And this is all before a face-to-face meeting (or even a telephone call or online meeting) takes place with the potential supplier.
Interestingly Forrester report that this is NOT only being experienced in the technology sector but across all industries as there are now buying committees, (more people in line-of-business roles involved in decisions) and more influence from outside sources and content than ever before.
This means that all of us need to understand the Buyers Journey so we can nurture prospects on that journey. If you struggle to visualise that prospect journey don’t feel shy, it is a common conundrum. Bring in some help to workshop the discussion so you know who, what, where, and when prospects are looking for information (watering holes) and how you can influence what they consume.