Content Purchase process diagram
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Buying cycle diagram with persona development.
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Content Purchase process diagram
- 1. Purchase Process Diagram Instructions: 1. Review our Product Marketing Plan Methodology: Click Here 2. Understand the Purchase Process Stages: 1. Need 2. Research 3. Evaluation 4. Purchase 5. Review 3. Document your Purchase Process. Review the example provided on slide 2. 4. In slide 3, document key buyer and seller actions at each stage: • Buyer Action – Description, Duration & Influencers • Seller Action – Description 5. Communicate your findings with the rest of your team. 6. Manage your products with our suite of Product Management Tools.
- 2. Purchase Process Diagram NNeeeedd RReeccooggnniittiioonn 11.. NNeeeedd BBuuyyeerr AAccttiioonn Research Research ##22 Evaluation Review Evaluation Purchase Purchase Review 22.. RReesseeaarrcchh 33.. EEvvaalluuaattiioonn 44.. PPuurrcchhaassee 55.. RReevviieeww Description of Activity: • Research: o Search for solutions to problems and/or opportunities Description of Activity: • Need Recognition: o Identification of Problem or opportunity Description: • Buyer becomes aware of a problem or opportunity • Buyer agrees they have the same problem Duration: 1 day Influencers: Thought leaders Description of Activity: • Purchase: o Purchase of the product/service that satisfies the need Description of Activity: • Evaluation: o Assessment of alternatives o Gather detailed information about solutions Description of Activity: • Review: o Did the purchase accomplish its objective? o Were any risks realized? ##11 ##33 ##44 BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn Description: • Buyer finds our solution • Buyer finds competitive solutions Duration: 30 days Influencers: Thought leaders, review sites, customers Description: • Buyer evaluates our solution vs. competitive solutions • Buyer enters “trial” of our solution and competitive solutions Duration: 30 days Influencers: Customer service Description: • Buyer makes decision to purchase a solution Duration: 1 hour Influencers: IT, Marketing, Sales Description: • Buyer reviews product or service • Buyer becomes a product/service enthusiast, critic or they are indifferent Duration: On-Going Influencers: Customers, Internal departments SSeelllleerr AAccttiioonn SSeelllleerr AAccttiioonn Description: • Online “Free” Trial • Email marketing & lead nurturing SSeelllleerr AAccttiioonn Description: • Secure checkout • Provide a safe purchase environment Description: • Satisfaction survey • New releases • Product development schedule SSeelllleerr AAccttiioonn Description: • Optimized website • Whitepaper • Case Studies • Lead capture SSeelllleerr AAccttiioonn Description: • Build “need” into key messaging • Write problem and solution copy
- 3. Purchase Process Diagram NNeeeedd RReeccooggnniittiioonn 11.. NNeeeedd BBuuyyeerr AAccttiioonn Research Research ##22 Evaluation Review Evaluation Purchase Purchase Review 22.. RReesseeaarrcchh 33.. EEvvaalluuaattiioonn 44.. PPuurrcchhaassee 55.. RReevviieeww Description of Activity: • Research: o Search for solutions to problems and/or opportunities Description of Activity: • Need Recognition: o Identification of Problem or opportunity Description: • Enter Description • Enter Description • Enter Description Duration: X day(s) Influencers: Enter Description of Activity: • Purchase: o Purchase of the product/service that satisfies the need Description of Activity: • Evaluation: o Assessment of alternatives o Gather detailed information about solutions Description of Activity: • Review: o Did the purchase accomplish its objective? o Were any risks realized? ##11 ##33 ##44 BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn BBuuyyeerr AAccttiioonn Description: • Enter Description • Enter Description • Enter Description Duration: X day(s) Influencers: Enter SSeelllleerr AAccttiioonn SSeelllleerr AAccttiioonn SSeelllleerr AAccttiioonn SSeelllleerr AAccttiioonn SSeelllleerr AAccttiioonn Description: Description: • Enter Description • Enter Description • Enter Description • Enter Description Description: • Enter Description • Enter Description • Enter Description Duration: X day(s) Influencers: Enter Description: • Enter Description • Enter Description Description: • Enter Description • Enter Description • Enter Description Duration: X day(s) Influencers: Enter Description: • Enter Description • Enter Description Description: • Enter Description • Enter Description • Enter Description Duration: X day(s) Influencers: Enter Description: • Enter Description • Enter Description