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Next-Step Marketing

September 6, 2017

I’m a big fan of the buyer journey. It’s one of the most powerful marketing tools available. I’m also a big funnel geek and spend a lot of time counting leads and tweaking conversion rates.

The buyer journey and the funnel are essentially the same idea – mapping the process a prospective buyer takes before becoming a customer. Understand how sales happen, and you can scale your business. Otherwise, you are merely hoping, which is not a strategy.

Despite the power (not to mention the stress relief) of understanding the buyer journey, I routinely run into marketers who merely pay this concept lip service. From my experience, nonbelievers fall into two camps: those who find it too daunting and those people don’t buy into the sequential, linear path of the journey.

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