2. Building B2B Customer Insight
2.4 Video: Hubspot Academy: Why Inbound Sales (Understanding the Buyer’s Journey)
Practitioners, who do marketing and sales in practice, have developed their own models for buying processes. Go back and rewatch the second half of the “Why Inbound Sales” video (from 3:34 to the end) and review Hubspot’s definition of the Buyer’s Journey (which is the term they use for their buying process model)
Comprehension Questions
- How does Hubspot define the buyer’s journey?
- What are the three broad stages in every customer’s journey, according to Hubspot?
- What are buyers doing in each stage of the journey? What defines the transition to the next stage?
- In each stage of the journey, what What insights are you looking to build about customer behaviors and preferences at each stage of the journey? (The answers to these questions are key hypotheses
Application Questions
- What important similarities and differences do you see between the this model of the buyer’s journey and the two models described in the Kotler/Armstrong textbook excerpt?
- How might you integrate them into a more general model?