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The Buyer’s Journey—Not Quite as Linear as We Thought

Gartner created a PowerPoint slide to illustrate just how complex the actual buyer’s journey is (see below). The main points being:

1. The journey isn’t as predictable as we believed

2. It’s also a lot more complex.

So much for the sales funnel. If you are using Microsoft Clarity (a free tool that shows you exactly how users are navigating your webpages) or another tool such as StatCounter (a low-cost tool with the same functionality as Microsoft Clarity, but much better data) you have probably been startled to see just how randomly people navigate your webpages.

What this tells me is that our clients need to have an impressive presence EVERYWHERE B2B buyers are looking—especially search results and LinkedIn—and every page on their website needs to do its part in convincing buyers to buy.

Another insight this slide implicates is that if you have a survey on your contact page asking those who fill out your form how you got on their radar—the question shouldn’t be “How did you hear about us?” It should be “Check all the places you heard about us” and include a menu of possible choices. This will give you a much clearer picture of how they got to your Contact page—the entire journey, not just the last touch.

For a no cost discussion of your situation and how we can leverage metrics-based content development to grow your business call 630-363-8081 or email


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