It\u2019s a tool that allows you to identify gaps in your marketing, sales and service processes. And you\u2019ll see where your tactics, online and off, may break down.<\/p>\n
Buyer Journey Defined<\/h2>\n
Understanding the buyer (or \u201cclient\u201d in the B2B professional services context) journey involves researching and detailing the steps a buyer takes to move through the purchasing and use cycle. It\u2019s a systematic and comprehensive view of their experience that you can summarize in a buyer journey map.<\/p>\n
Download the Inside the Buyer’s Brain Executive Summary<\/a><\/p>\n<\/div>\n The buyer journey mapping process puts you in your clients\u2019 shoes so you can understand and enhance their experience. And better client experiences are a\u00a0critical ingredient to building your firm.<\/p>\n You\u2019ll be compelled to answer questions like, \u201cWhat goes on\u00a0inside your buyer\u2019s brain<\/a><\/u>\u00a0before they launch a project with a service provider?\u201d, \u201cHow do buyers make decisions?\u201d or \u201cWhat factors impact client satisfaction?\u201d By wrestling with these questions, you\u2019ll be able to improve the way you connect with prospective clients \u2014 and\u00a0boost your chances of closing the sale.<\/p>\n But many firms end their mapping process at the point where a prospect becomes a new client. That\u2019s too bad. You should never think of closing a new client as the end of the process \u2014 after all, it could be the beginning of a years-long relationship. So your buyer journey map should also explore what goes on during the client engagement, what happens between engagements and how you can encourage former clients to become reliable referral sources. Such a comprehensive, detailed buyer journey map helps you analyze your clients\u2019 experience and better communicate with them. But where do you start? The rest of this article introduces you to a simple model you can use to map out and enrich your B2B client\u2019s lifecycle.<\/p>\n To get started, your map will consist of four parts, each representing a stage of the B2B buyer\u2019s journey:<\/p>\n The pre-purchase experience starts when potential buyers realize they have a problem \u2014 one they can\u2019t solve themselves. As they look around for answers, they become aware of your firm (as well as your competition, of course). That\u2019s great! You\u2019ve overcome the first hurdle \u2014 your prospects are aware you exist. Next, B2B prospects need to determine whether you can help them. They might talk to colleagues,\u00a0check out your website\u00a0(and those of your competitors) or get on social media to find out how others have solved similar problems. Ultimately, B2B buyers want to find out if your firm\u2019s expertise and past experience are\u00a0relevant<\/em>\u00a0to their problems. Once your potential clients decide which service providers make their short list, they usually\u00a0do further research<\/a><\/u>, interview the finalists and ask for pricing before making a final choice. At this point in the B2B buying process, there are three possible outcomes:<\/p>\n Okay, now let\u2019s consider what happens\u00a0after<\/em>\u00a0you\u2019ve been hired.<\/p>\n During a client\u2019s initial engagement, they find out what it\u2019s like to work with you and the value you provide. While one-and-done projects generate incremental revenue, repeat clients fuel long-term growth. So it pays to build enduring client relationships. To win repeat business, you need to meet or exceed your clients\u2019 expectations. So as you map out your B2B buyer journey, ask yourself some questions: Are you living up to your promises? Are you easy to work with? Are you hitting deadlines and staying within budget? And during every engagement, you need to ask yourself how the project is going and what you can do to improve the client\u2019s experience.<\/p>\n Eventually, your initial engagement will wind down. What happens next?<\/p>\n Download the Inside the Buyer’s Brain Executive Summary<\/a><\/p>\n<\/div>\n After you\u2019ve completed your first project \u2014 especially if you\u2019ve made a positive impression \u2014 the client may decide they want to use your services again. They may not have an immediate need, but you will be the first firm they call when they are ready. \u00a0Consumer marketers might call this a loyal customer or regular user. In the B2B buying process this stage is pivotal.<\/p>\n Now, most buyer journey mapping models ignore the stage between engagements, but we believe it\u2019s critical. That\u2019s because it represents a significant opportunity, one that\u2019s often missed.<\/p>\n Let\u2019s consider an example. Suppose at the end of a successful engagement you determine there is a chance you could work again with the client in two to three years. That\u2019s a long time for any company to remember you. If you don\u2019t reach out in the interim, they are likely to slip away forever.<\/p>\n Here\u2019s another example. Often, clients hire you to solve one kind of problem, and in their minds that one thing is the\u00a0only thing<\/em>\u00a0you do. Just as any actor who has played James Bond becomes typecast, your firm runs the risk of being pigeonholed. You can easily lose out on a future job that should be yours simply because the client doesn\u2019t associate your firm with other services you provide.<\/p>\nBuyers Journey Stages<\/strong><\/h2>\n
![\"MappingTheClientJourney\"](\"\/wp-content\/uploads\/2017\/04\/MappingTheClientJourney.png\")
Here\u2019s how to tackle each part:<\/p>\nStage 1. The Pre-Purchase Experience\u00a0<\/strong><\/h4>\n
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Stage 2. The Professional Services Client Experience<\/strong><\/h4>\n
Stage 3: The Between Engagement Experience<\/strong><\/h4>\n
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