Customer Purchasing Behaviors

Understanding Your Organic Buyer's Journey

Once you find what makes your buyers similar, the next step is understanding the behaviors your customers did as they engaged with your brand before becoming a customer, which will allow you to take future prospects through the same journey.

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Understanding Your Customer Interactions

Personally, this may make more work on the backend, but for me, I make a point to give every engagement a 1-1 campaign in your CRM. When creating a marketing campaign, I don't say a contact engaged with the campaign, I share every aspect of the campaign they engaged with.

Digging into these details allows you to not only build better campaigns but also allow you to understand all the different aspects a prospect engaged with before becoming a customer, which could include:

• Website visits and page interactions
• Social media engagements
• Webinar and video engagements
• Whitepapers, reports, case studies, or other written content
• Chat conversations, sales decks, phone calls, text messages

Having a CRM will capture most of these details automatically but ensure you set up your content gate forms to pass submissions to your CRM as well as a way to capture conversations in chat platforms, development teams, or sales teams can paint a clear picture of everything a prospect went through.

You need to make a point to press documenting everything so that you can understand what is working and what isn't.

Finding Behavioral Patterns

Once you've compiled all these engagements, like the step before, it's about finding the patterns of behaviors each prospect took before becoming a customer.

I find this useful by building out a visual framework in Figma to illustrate the journey a prospect took and breaking all the steps in the framework of the buyer's journey.

Doing this step allows you to understand what content and conversations you need and at what point in time to share them.

Are there certain webinars every customer viewed, highlight them on the homepage.

Are there certain case studies for specific verticals that carry a lot of weight that your development team should share when trying to qualify a lead for sales?

Are there certain conversations that sales had with an opportunity that handled a common objection, maybe add that to the sales deck and speak to it intentionally instead of waiting on prospects to ask the question.

Once you understand the organic buyer's journey, you can then build out automated nurture programs that utilize email, advertising, phone calls, text messages, and other engagement platforms to assist prospects in taking this same journey themselves and becoming a future customer.

Buying Behaviors Opportunities

Understanding buying behaviors can open the doors for numerous opportunities, including buying intent and understanding if someone is interested in buying based on behaviors, ad targeting, and conversation timing of when and what to say at the right time.

If you want to take things one step further, you can look at the behaviors of those contacts who churn out and find the patterns there so that your customer service team can engage with future customers when you start to see these same behaviors and give them some extra TLC in hopes of reducing their chance of churning out.

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Customer Pain Points

Customer pain points are inevitably the golden nuggets you are solving for with your platform but understanding exactly how your prospects and customers describe those problems will decide how you position yourself in the market to respond to them.

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