Buyer journey cheatsheet

A buyer goes through several stages when considering making a purchase. This cheatsheet explains what marketers need
to do at each stage of the journey to move prospects towards a sale. Complete the matrix so that you can easily monitor
Demand Generation activity and adapt elements to fit your audiences’ needs and behavior.

Name: Key responsibilities:

Job role/function: Do they make the buying decision?

WHO ARE THEY?

Industry: Other Information: Existing customer? Install base?

LOOSENING THE COMMITTING EXPLORING COMMITTING JUSTIFYING MAKING THE

BUYER STAGE STATUS QUO TO CHANGE POSSIBILITIES TO A SOLUTION THE DECISION SELECTION

DISCOVERY CONSIDERATION DECISION

‘I need other stakeholders

WHAT ARE ‘I don’t have a problem.
I am happy with what I have
THEY THINKING? and the suppliers I am using.’
‘I need to know how I can fix
‘I know I have a problem and
this issue and find someone
need to improve XYZ. I need to
know more about the problem!’
who understands this problem
and can help.’
‘This is the best solution, who is
best at providing it?’
‘I need to validate my selection.
to be in agreement that this
change/action is needed.
Show me facts, proof and
examples of how others
Help me demonstrate this
is the right solution, and with
have benefited to help justify
the decision.’
the right supplier.’

AWARENESS SOLUTION VENDOR

We need to show them what
WHAT WE they haven’t considered, why it
is important what they do and
NEED TO DO that doing nothing is part of
the problem.
We want to install urgency to
take action by showing how
the problem applies to their
situation.
We need to show them that we
understand their problems and
have a unique way of how we
can solve them.
We must communicate
how their business needs can
be met with our solution and
working with us.
We need to demonstrate how
our core features, functionality
services and solutions solve
their need.
We must provide evidence
and proof of client customer
satisfaction, value, commercial
and business benefit.

Provocative, challenging, Logical, rational,

TONE bold, impactful, direct understanding, stimulating
Credible, knowledgeable, helpful, approachable Authoritative, assured, factual, experienced

Pain – What is their pain?

What keeps them awake
at night?
Why can’t they solve it?

Grabber – In 3 seconds how do

you get their attention?
What information will shock/
provoke interest?

Evidence – How do we know this

is their pain/challenge?
Analyst reports, studies,
research.

Impact – Why should they care?

What is the risk if they do not
do something?
Promote a sense of urgency and
why they need to act now.

Contrast – What is the better

outcome they desire?
Demonstrate how they can
solve or avoid the pain.

Proof – What evidence do we

have of solving this problem or
working with a similar company?
Case studies, reports
and evidence.

How do they consume

information?
Where do they research and
find information?

What media channels do

they use?

RECOMMENDED Video, Checklist, Self-running Business case, Webinar, White paper, Webinar,
Infographic, presentation, Quick guide, Report, Analyst document, Product selection guide,
FORMATS Headline Webinar Case study Brochure

THE CONTENT Short, highly digestible,

Precise, detailed with
visually engaging and
SHOULD BE impactful
good level of depth

BRANDING Less of a priority than

Clear branding
SHOULD BE engagement

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