a payroll provider’s guide to the buyer’s journey
DESCRIPTION
The “Buyer’s Journey” is the active research process a buyer goes through leading up to a purchase. Studies show up to 70% of a prospect’s buying decision is complete before their first contact with you. Are you marketing accordingly?TRANSCRIPT
THE
BUYER’S
JOURNEY
A Payroll Provider’s Guide
Up to 70% of a
prospect’s
buying decision
is complete
before the first
contact with
you.
BUYER Understand
Behavior
Create Understand Map
BUYER
PERSONAS
BUYER’S
JOURNEY
CONTENT
ACCORDINGLY
1 2 3
Create
BUYER
PERSONAS
1
Who is our
ideal
customer?
What does
he/she
value?
How does
our solution
fit his/her
needs?
2 Understand
BUYER’S
JOURNEY
Awareness
Consideration
Decision
Stages
of the
Buyer’s
Journey
AWARENESS
Buyer is experiencing and
expressing symptoms of a
problem and looking for
more information.
“My HR Assistant left the
company and I don’t have
anyone on staff to cut
employees’ paychecks.
What do I do? ”
CONSIDERATION
Buyer has clearly defined
and given a name to his/her
problem or opportunity.
“After researching online, I
found a whitepaper on
outsourcing payroll to
professional providers.
Turns out it’s pretty
common and there are a
lot of options available.”
DECISION
Buyer has defined the
solution strategy or
approach for making his/her
decision.
“Based on the products
I’ve reviewed, I’d like to
use a payroll solution
like Payentry.com. I’ve
narrowed it down to a
couple providers in the
MPAY Network.”
Map
CONTENT
3
CONTENT So which
is right?
eBooks
White Papers
Analyst Reports
AWARENESS
STAGE
Videos
Podcasts
Webinars
CONSIDERATION
STAGE
Case Studies
Product Comparisons
Live Demos
DECISION
STAGE
KNOW THE JOURNEY
