How can you define your company's buyer journey?

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If you don't have an intimate understanding of your buyers, conduct some interviews with customers, prospects, and other salespeople in your company, so you get a sense of the buying journey.

Here are some questions to help you map out your company's buyer journey.

During the Awareness stage, buyers identify their challenge or an opportunity they want to pursue. They also decide whether the goal or challenge should be a priority. To fully understand list of timeshare owners your buyer’s Awareness stage, ask yourself:

How do buyers describe their goals or challenges?
How do buyers educate themselves about these goals or challenges?
What are the consequences of buyer inaction?
Are there common misconceptions that buyers have about addressing the goal or challenge?
How do buyers decide whether a goal or challenge should be prioritized?
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During the Consideration stage, buyers have clearly defined the goal or challenge and are committed to addressing it. They evaluate the different approaches or methods available to achieve the goal or solve their challenge. Ask yourself:

What solution options are buyers investigating?
How are buyers educated on the various options?
How do buyers perceive the pros and cons of each option?
How do buyers decide which option is right for them?
In the Decision stage, buyers have already decided on a solution category. For example, they might write down a list of pros and cons for specific offerings and then decide which one best meets their needs. Questions to ask yourself to define the Decision stage include:

What criteria do buyers use to evaluate available offers?
When buyers research your company's offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
Who should be involved in the decision? For each person involved, how does their perspective on the decision differ?
Do buyers have expectations of trying the offering before buying it?
Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?


The answers to these questions will provide you with a solid foundation for defining your buyer’s journey.

Types of content for each stage and how it can help your marketing strategy
Now that you know what TOFU, MOFU, and BOFU mean, it's time for you to learn what content you should offer at each stage.

TOFU Content: Top of the Sales Funnel
This is the first stage of the buying journey. Potential customers in this stage are also called suspects (a target individual who is not yet qualified to be considered a prospect) and are those who are looking for more information about the products and services they are thinking of purchasing. They are researching a problem they have, seeking to understand it better.

The ideal types of content for this stage are those that educate and help your potential lead identify a problem related to your area of ​​expertise. If you offer a time management system, for example, good funnel content could give tips on how to manage time efficiently.