What is the “Buyer’s Journey”?

This is the process all customers go through as they become aware of, evaluate, and purchase a new product or service. The journey is generally comprised of five(ish) steps: Awareness, Consideration, Preference, Decision, and Purchase. Not all of your prospects will start at the same step, so it’s important to tailor messaging for each stage. The Wrench platform can segment prospect/customer data by the buyer’s journey stage.

For example, you would talk to someone who is just figuring out they have a problem or need at the Awareness stage differently than you would someone who is weighing solutions at the Consideration or Preference stages.

Each segment of your adoption curve will go through the buyer’s journey; if your marketing efforts are successful, you will see a drop-off in prospects at each stage, but a higher rate of engagement and conversion.