Download the
Buyer's Journey
Marketing Worksheet
One of the most common reasons for marketing campaigns not achieving their goals, is that the messaging and targeting is misaligned with the buyer’s journey.
This One Page Worksheet will help you to achieve higher converting campaigns and generate more winnable sales conversations by mapping those campaigns to each stage of the buyer’s journey.
Use the Buyer's Journey Worksheet to
Download The Worksheet
Download the Buyer’s Journey Marketing Worksheet
to improve your targeting, messaging, pipeline progression and sales.
Frequently Asked Questions About the Buyer's Journey
Who is the Buyer's Journey Worksheet designed for?
The Buyer’s Journey Worksheet is designed for senior business managers and owners, as well as those involved with the creation and implementation of marketing and sales strategy.
The latter point is key! Marketing and sales strategy should always be aligned.
The Buyer’s Journey Worksheet is a great way to get the marketing team and the sales team on the same page with regard to positioning, messaging and targeting.
How do I complete the Buyer's Journey Worksheet?
The Buyer’s Journey worksheet has been designed as an interactive PDF. It can be completed digitally.
It can also be printed out and completed the “pen and paper” way.
What is the buyer's journey?
The buyer’s journey is a process a potential customer goes through before making a purchase.
The best way to define that process is:
- Problem Unaware
- Problem Aware
- Solution Aware
- Your Solution Aware
- Ready to Transact
Why is the buyer's journey important?
If you fail to recognise the different thought processes at each step of the buyer’s journey, you will fail to impact the potential customer.
Each step of the buyer’s journey requires different targeting and messaging.
Will understanding the buyer's journey improve my sales?
Yes. By understanding each stage and the thought processes involved in the buyer’s journey, you will generate more leads, engage more effectively and progress to sale faster.
Not only will your digital marketing investment go further, but the leads generated will also be better conditioned for a fast sales cycle.
As an example, think about how targeted efforts late in the buyer’s journey can address common sales questions and objections. If you can front foot these by way of ads and marketing efforts, your sales team will have an easier job converting those leads.
What are some examples of how marketing should differ across the buyer's journey?
Let’s look at a few different channels and how they can be used across the buyer’s journey.
Google Ads is a great channel, but only when people actually know what they’re looking for. So this channel is best used to target the mid to latter stages of the buyer’s journey.
Meta (Facebook and Instagram) are excellent channels to target people early in the buyer’s journey, when they may not yet be aware of the problem your product/service solves. These channels are also excellent late in the buyer’s journey by way of retargeting (getting different messages in front of people who you know have engaged and may be closer to transacting).
LinkedIn: This channel is great early on in the buyer’s journey, particularly for B2B products and services. The ability to target based on company demographics and reach key decision makers is key. This channel works best early in the buyer’s journey, with engagers thereafter being targeted on other channels that have more touchpoints.
Those are just three channels, but it is important to remember that any one channel in isolation will be suboptimal. The best lead generation and digital marketing strategies combine channels in a holistic way, leveraging each channel for the appropriate stage of the buyer’s journey and ensuring they work together.
Are there different approaches to the Buyer's Journey?
Yes. There are many different approaches and definitions.
For instance, HubSpot defines the Buyer’s Journey as Awareness, Consideration and Decision. This is good, however, to be more accurate we advise a buyer’s journey that digs deeper and links the steps to problems and pain points.
Where can I find other complimentary resources?
We have more resources available, all complimentary and easy to use.
We’re constantly creating resources to help growth-minded businesses.
We also curate the hottest insights and share them with our community via our social media channels:
Follow Qualified Leads today to be the first to access our lead generation resources and insights.
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