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Mike Lieberman, CEO and Chief Revenue ScientistMon, Aug 8, 2016 11 min read

How Inbound Marketing Helps Create The Ultimate Buyer Journey And Why You Should Care

Inbound Marketing Maps To The Buyer Journey

Creating The Experience Is The First Step To Getting All The Inbound Marketing Leads You’ll Ever Need

Inbound Marketing Maps To The Buyer JourneyI know you don’t really care about the buyer experience. Sure you pay lip service to it and you kind of understand why it’s important conceptually but I know it’s not what keeps you up at night. What keeps you up is the lack of leads for your sales team, right?

You don’t have enough to hit your revenue goals. You don’t know what to do about it. You know cold calling isn’t right nor is it working like it used to. In fact, most of your marketing just doesn’t produce like it used to but you don’t really know what else to do. Sound familiar?

You’re not alone, CEOs across the planet are struggling with the same challenges. If only you had more leads. Let’s not dismiss this idea of the buyer journey and the prospect experience so quickly. If I told you you’ll have all the leads you need and more if only you create a truly remarkable prospect experience—would I have your attention?  I hope so.

Let me show you how this experience for your prospect’s buyer journey contributes to more and better leads.

People Buy Emotionally

In this wonderful article I found on Psychology Today’s website, they dig into the “whys” behind a human being’s emotional purchase behavior. Despite many of us thinking we’re smart and logical consumers, the reality is every person buys emotionally first and then rationalizes the decision secondarily as part of their buyer journey.

You have to keep this in mind as you start to craft your click to close experience. Your prospects have to pick up that emotional connection quickly, usually within the first 10 seconds of visiting your website, or they’re gone. You do that with images, words, stories and the feelings your home page delivers. This is critical and one of the most overlooked parts of an inbound marketing effort.

The better you make them feel, the more visitors will stick around and check out your site and the more leads you’ll get down into your sales funnel.

People Buy When They Feel Safe

Inbound_Marketing_Helps_People_Feel_Safe.jpgYour prospects are thinking emotionally first, but they’re not buying anything until you make them feel safe. This means you have to help them get to know, like and trust you as fast as possible. Keep in mind that outside influences might be breaking down everything you do. For instance, you tell a prospect that they don’t need an SEO firm and then they run into their friend who works at an SEO firm and they tell her you’re crazy, you definitely need an SEO firm. Now they’re confused and not feeling safe.

Your marketing and your sales process have to be specifically designed to get them to safe, as fast as possible and keep them feeling safe despite all these unpredictable outside influences. Your inbound marketing is going to help them feel safe through your content. The more and the better you educate them the more they’ll like your company and the more they’ll feel like they know you.

The more you help them, advise them and counsel them, the better they’ll like you and the safer they’ll feel. Try to sell them and forget about it. You’re done.

The Smarter They Feel, The Faster They’ll Buy

In most scenarios, your prospects have never done what you’re asking them to do, so they’re anxious. They never bought $500,000 worth of software, they never switched accounting firms before, they never hired an inbound marketing agency and they never refitted their entire factory with new safety rails. They need help. You have to make them comfortable, you have to make them smart, you have to give them so much information that they feel like they’re making a smart decision for their company.

They’re not buying anything until they feel safe and their pain is acute. Since you can’t control the acuteness of their pain, let’s focus on making them safe. The more you get them talking about themselves, the safer they’ll feel. This also makes them feel good about you. Since you’re taking the time to get to know them. Prospects like this.

Since they’re on a buyer journey, recognize that and get on the journey with them, as their guide. Let them know you’re here to help, no matter what they buy. That might sound crazy, but done authentically, you’ll gain the control you’re looking for while you actual help them.

Use educational information all the way through both marketing and sales processes. Give them your stuff, but outside stuff too. Listen to their concerns and share information that helps them resolve those concerns—one by one. Eventually you would have gotten them safe and comfortable and that’s when they’ll tell you—you’re hired.

Marketing Helps Automate And Systematize The Experience

Creating, managing, and optimizing the experience can be daunting. To help deal with that, marketing automation tools allow you to create the experience, automate much of it and then create the templates and tools your people need to deliver the experience.

By automating and systematizing the experience you get a repeatable experience that produces predictable results. Think Disney World. Each of those rides has an experience in mind, with the result being happy guests as they get off the ride. You want the same experience for your prospects. Every step, every interaction, every turn, every element must be positive, remarkable and 100% planned out.

The Experience Itself Generates Even More Leads

You already know this. Not every prospect who lands on your website and not every lead your sales team speaks with is going to be a qualified opportunity. In fact, most will not be. However, those unqualified leads and unqualified prospect cannot be thrown away like trash. They have to be treated in the same exact way you would treat your best prospect.

More times than I can remember, we’ve had referrals from prospects who did not have the budget to hire us, but they knew someone who did and once they shared their experience, the qualified prospects wanted to get a taste of the same experience and we got a new, qualified lead to take through our process. You never know who people talk to, who they’re related to or who they’re connected with. Treat everyone like they’re your best prospect even when they’re not.

The Better The Experience, The Higher All The KPIs Go

I talk a lot about how marketing is now 100% mathematical. Here’s where I get very excited. If you understand your numbers and your conversion rates all the way through you funnel from website visitor to new client, then you must know that the percentage of website visitors who become customers is very low. In a great company, half of one percent. In a badly marketed company, perhaps .00002%.

Here’s an illustration. Five thousand visitors converts into 50 leads, which produces five sales opportunities, which produces three proposals and then one or two new customers. This means .02% of all website visitors turn into customers.  

But create an amazing click to close experience and now you take those same 5,000 visitors and you get 150 leads, which produces 20 sales opportunities, which turns into 15 proposals and then 12 new customers and you get—major revenue improvements.

Now .24% of total website visitors turn into customers. A 10x improvement that has the potential to change your business. But what if you could do this and get 10,000 website visitors to your company site? Instead of 12 new customers you’d be looking at 24. This is the power of inbound marketing, inbound sales and creating a remarkable buyer journey experience for your prospects.

I hope you see the connection between inbound marketing strategy, planning, program build and inbound marketing program optimization. Even inbound sales gets into the game to create the full “click to close” experience for your prospects. In the future, the company with the best click to close experience will win most of the business. How do you stack up today?

Square 2 Marketing – Inbound Results Start With ME!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.