[Resource] Buyer's Journey templates and best practices

HubSpot Moderator

How do you 'map' your buyer's journey? What resources have you found helpful in the past, or what lessons have you learned during the mapping process? Share your resources and tips below.

 

If you're just getting started with mapping, here are some templates that should help.

 

Recently, HubSpot's VP of Marketing @JonDick had this advice to offer about mapping your buyer's journey:

 

1. Look for the BIG takeaways vs. all the little details. It can be easy to become obsess with accuracy, but the big takeaways are what drive alignment and focus for your team.

 

2. Customer interviews are so, so valuable, esp in understaning someone's sentiment at different phases on the journey. What are the magic moments and the biggest pain points. Focus on those.

 

3. Back it all up with data. Prove those magic moments and pain points help / hurt monetization and retention.

 

 

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HubSpot Employee

Great tips!

One recommendation I have for anyone mapping out their buyer's journey is to also conduct a content audit side by side. 

We have some really good worksheets and guides to doing a content audit, the important part for me is to tag each content asset with a stage in the buyer's journey that it speaks to or impacts. 

This will create a resource that will act as a content library that you can consult whenever you create a nurturing strategy, aiding with finding the right content at the buyer's journey stage for your strategy. 

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HubSpot Moderator

@Cianodonoghue wrote:

Great tips!

One recommendation I have for anyone mapping out their buyer's journey is to also conduct a content audit side by side. 

We have some really good worksheets and guides to doing a content audit, the important part for me is to tag each content asset with a stage in the buyer's journey that it speaks to or impacts. 

This will create a resource that will act as a content library that you can consult whenever you create a nurturing strategy, aiding with finding the right content at the buyer's journey stage for your strategy. 


@Cianodonoghue wow, that worksheet was KILLER. This is exactly the type of how-to content we are looking for in #opslife. I made a separate post about content audits here with that info - https://community.hubspot.com/t5/OpsLife/Resource-How-to-Conduct-a-Content-Audit/m-p/368388#M265

 

Do you have any other how-to content to share, whether that's related to the buyer's journey? What other recommendations do you have for someone who is a) mapping this out for the first time or b) redoing their buyer's journey for what seems like the millionth time? Any difference in strategy between the two? Thank you in advance for your expertise here!

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