When was the last time you set aside time to consider a potential customer’s experience from the first time you recognize them to the moment they sign the contract or make a purchase?
If you’re like most business leaders and marketers, you probably answered “not recently” or maybe even “never.”
I get it. As business leaders and marketers, we’re so busy managing the day-to-day activities required to do our jobs that it’s tough to find additional time to consider the buyer’s journey. However, intentionally setting aside time to consider the experience you’re creating for customers could be one of the most valuable ways to spend your time.
How to Evaluate and Optimize the Entire Buyer’s Journey
So, how do you go about evaluating and optimizing the buyer journey? Whether you’re a senior-leader or marketing leader, here are three ways you can begin the process:
- Get Everyone Together to Consider the “Ideal Buyer Experience.” It’s natural for different departments to operate in silos around the buyer’s journey. Once marketing has qualified the lead, they’re handed off to sales to close the deal. However, optimizing the entire buyer’s journey requires taking a step back and determining what the ideal experience would be from the first time someone engages with your brand to the time they become a client or customer. Getting everyone together to talk about what the ideal experience would be will open up invaluable conversations and collaboration.
- Evaluate and Optimize Your Current Process. Once you define the ideal buyer experience, it’s important to determine what needs to change in order to create it. Take time to identify the gaps between your current experience and the ideal experience. Consider the strengths and weaknesses of your current processes. Then, define the next steps everyone should take for improving the experience based on the roles they play.
- Look for Ways to Work Smarter. The final step in optimizing your efforts is to consider the processes and systems you use to create it. What are the things that are keeping you from implementing this new approach? Are there certain aspects you can automate? Evaluating the processes and systems that are currently being used by your marketing and sales teams will enable you to restructure the ways each team works around the ideal buyer experience.