We have all heard about the buyer’s journey and all of the different variations of it. Some companies prefer a process look, while others like McKinsey prefer a circular journey map. Neither approach to the buyer’s journey is incorrect; it is up to the company to decide which process is a better fit for their business. Here at Sponge Software, and previous companies I have worked for/with, tend to prefer the process look.
For this post we will walk three each of the three stages of the buyer’s journey discussing the importance of each, and explaining what we can do as marketers to help guide prospects to the decision phase.