Mapping the Buyer Journey: A Guide for Engaging the Modern Buyer — MASS Engines

MAPPING THE BUYER JOURNEY

A GUIDE FOR ENGAGING THE MODERN BUYER

Overview The information explosion has completely transformed the way people buy. Today’s buyer is able to independently research and make informed purchases, forcing Marketing and Sales to adapt. Marketing must expand their role beyond brand and awareness, working to equip today’s modern buyer.

MASS Engines has developed this informative guide to deepen your understanding of today’s buyer, and how Marketing can map the buyer journey to funnel stages in order to serve buyers the content they need at precisely the right time.

WHO WE ARE: MASS Engines enables brands to engage modern buyers. By building adaptive systems that anticipate needs and influence behavior, we facilitate productive sales conversations that fuel ongoing revenue growth. Our Empowered Buyer™ methodology utilizes a Lead Management Framework to map and automate the purchase journey, improving conversions to deliver measurable results.

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THE BUYERS JOURNEY

FUNNEL STAGE BREAKDOWN

AWARENESS

STATE OF THE PROSPECT

In the Awareness stage, it is very likely the Prospect knows nothing about your company, industry or the problems that your industry solves. Due to this lack of knowledge, Prospect doesn’t know why they should care. Therefore, they are less likely to invest time paying attention to your message.

PROSPECT TIME

Prospect is willing to invest less than one minute of their time.

FOCUS

To nurture the Prospect and get buy-in.

KEY ACTIONS TO DRIVE ENGAGEMENT

Content should be light, informational and highly engaging. Examples include, infographics, short videos and memes.

HOW TO THINK ABOUT THIS STAGE

Make it as easy as possible for Prospect to engage, interact and learn about the problem you aim to solve.

Your content should focus on helping a Prospect understand why they should invest their time.

KEY DRIVER

Demand Generation

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

INTEREST

STATE OF THE PROSPECT

In the Interest stage, the Prospect has a better understanding of the problem(s) your industry can solve.

These problems may apply to them.

PROSPECTS TIME

Prospect is willing to invest 2 – 3 minutes of their time.

FOCUS

To nurture the Prospect and get buy-in.

KEY ACTIONS TO DRIVE ENGAGEMENT

Content is still light, but more informational. Should demonstrate potential outcomes and benefits. Whenever possible, content should be personalized to reflect Prospect industry, role, etc.

HOW TO THINK ABOUT THIS STAGE

Developing content that has a hook is of utmost importance at this stage. Content should bring potential problems Prospect is facing to light, and demonstrate how these problems can be solved.

KEY DRIVER

Demand Generation

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

EVALUATION

STATE OF THE PROSPECT

In the Evaluation stage, the Prospect understands your industry and the problems that are applicable to them.

There is likely a problem to be solved.

PROSPECTS TIME

Prospect is willing to invest 5 – 15 minutes of their time.

FOCUS

To nurture the Prospect.

KEY ACTIONS TO DRIVE ENGAGEMENT

Content should be in-depth and provide value. Content should focus on benefits, features, competition differentiation, ROI, and why the Prospect should care.

As the Prospect is willing to invest a little more time at this stage, take advantage of this additional attention to communicate your message. Influence a decision by sharing assests such as white papers, eBooks, webinars, etc.

HOW TO THINK ABOUT THIS STAGE

The evaluation stage is the Marketing close. You have the attention of the Prospect – Make use of it! Provide strongly influential and pointed communication that demonstrates how you think about the space, and how your solution is best aligned to solve their problem.

KEY DRIVER

Demand Generation

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

MARKETING QUALIFIED LEAD

STATE OF THE PROSPECT

In the MQL stage, the Prospect becomes a Lead. They understand the industry, competition and high-level differentiation. They are open to discussing the problem at hand, and learning more about the solutions you offer.

This is a hand-over stage where the prospect is transitioned from Marketing to Inside Sales.

PROSPECTS TIME

Lead is willing to invest 15 – 30 minutes of their time.

FOCUS

To qualify the Prospect for Sales engagement.

KEY ACTIONS TO DRIVE ENGAGEMENT

Marketing flags the Prospect as a Marketing Qualified Lead (MQL) and hands them over to Sales. This is the point where Sales examines the MQL, determines if they fit the Sales criteria, and whether or not they are worth pursuing.

HOW TO THINK ABOUT THIS STAGE

As an MQL, the Prospect has gained a good amount of knowledge and understanding through Marketing’s efforts. The MQL fits the profile, is at the right level of engagement, and is ready to speak with a member of the Sales team.

KEY DRIVER

Inside Sales

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

SALES ACCEPTED LEAD

STATE OF THE PROSPECT

In the SAL stage, the Lead understands the industry, competition and high-level differentiation. They are open to discussing the problem at hand, and learning more about the solutions you offer.

PROSPECTS TIME

Lead is willing to invest 15 – 30 minutes of their time.

FOCUS

To qualify the opportunity.

KEY ACTIONS TO DRIVE ENGAGEMENT

Once the Lead is accepted, Sales will reach out to engage in dialogue and qualify the problem. To ensure the Lead is ready to move forward, utilize a Sales Qualification methodology (i.e. BANT - Budget, Authority, Need, and Timing).

HOW TO THINK ABOUT THIS STAGE

By accepting the MQL, Sales indicates the Prospect fits their profile of a Lead. Sales confirms the Lead is engaged enough to have a deeper conversation with a member of the Sales team.

KEY DRIVER

Inside Sales

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

SALES QUALIFIED LEAD

STATE OF THE PROSPECT

In the SQL stage, the Lead is interacting readily with the Sales Team. They are open to exploring fit. This is a hand-over stage where the Lead is transitioned from Inside Sales to Field Sales.

PROSPECTS TIME

Lead is willing to invest 30 – 60 minutes of their time.

FOCUS

To validate and convert the Lead.

KEY ACTIONS TO DRIVE ENGAGEMENT

The Lead has been fully vetted with the relevant Sales qualification methodology (i.e. BANT) and is ready for Field Sales to pursue as an Opportunity.

HOW TO THINK ABOUT THIS STAGE

Sales should actively engage with the Lead to qualify whether there is a real opportunity to sell. Sales should confirm that the Lead has the available Budget, the Authority and Need to purchase, and the required Time to invest for implementation.

KEY DRIVER

Inside Sales

©2020 MASS Engines. All rights Reserved.

FUNNEL STAGE BREAKDOWN

OPPORTUNITY

STATE OF THE PROSPECT

In the final stage, the Lead becomes an Opportunity.

They are willing to invest the time needed to explore the benefits of making a potential purchase.

PROSPECTS TIME

Lead is willing to invest 60+ minutes of their time.

FOCUS

Win the deal – Close revenue.

KEY ACTIONS TO DRIVE ENGAGEMENT

A Senior Sales Rep engages with the Lead to work towards a closed sale through thorough vetting and contract negotiations. This type of engagement can include demos, multiple phone conversations, and on-site visits.

HOW TO THINK ABOUT THIS STAGE

If the Lead is ready to buy, it is up to the Senior Sales Rep to transition the Lead to Opportunity. Those involved at this stage should think about what types of conversations and activities need to take place in order to make the sale.

The opportunity is there for the taking!

KEY DRIVER

Field Sales

©2020 MASS Engines. All rights Reserved.

EXPERIENCE DRIVEN RESULTS FOCUSED WHY CHOOSE MASS ENGINES WE SEE THE SUM OF THE PARTS

We work across all critical departments to ensure they have a seat at the funnel transformation discussion table from day one.

WE’RE MORE THAN JUST TECH

Our team is comprised of change management agents, MarTech strategists and marketing automation technicians with 35+ years of consulting experience.

WE USE A PROVEN METHODOLOGY

Our 4 step framework is based on a proven academic model for technology adoption and is supported by a disciplined adoption pathway.

WE BELIEVE IN EMPOWERMENT

We’re only as good as your ability to own the solutions we implement. We support your funnel revolution with change management, training and governance.

WE KNOW MARTECH

We are laser focused on marketing automation & CRM as essential building blocks of the revenue engine. Our experienced team knows the ins and outs of key platforms and common adoption challenges.

WE UNDERSTAND CHANGE

We help you motivate meaningful change in your organization by putting people and information at the center. Our process identifies challenges, communicates solutions and ensures long-term adoption across your organization.

We’ve built our business on referrals and are proud to have worked with:

info@massengines.com 647.952.8240 2876 Dundas Street West Toronto ON M6P 1Y8 massengines.com