Customer journey in marketing and sales: from inbound to outbound, what to do?

Customer journey in marketing and sales: from inbound to outbound, what to do?

The journey is long, but in the end it will have been worth it.

This phrase applies not only to our own personal journey, which depends on the choices we make throughout life.

It also applies to the customer’s journey to purchase, which depends on their decision to close or not with you and, of course, on your ability to convince them.

We understand that this journey will not be easy, we will encounter difficulties along the way, but in the end the feeling of satisfaction and accomplishment will be worth it.

In this text we are going to talk exactly about how the customer’s purchase journey works, both within marketing and within sales. Come on?

What is the Customer Journey?

Quite simply, the customer journey is the combination of steps that a potential customer or lead goes through before becoming an actual customer.

We will consider the following stages that lead to the purchase:

  • Conscience;
  • Education;
  • Decision.

Understood the concept of the customer journey, let’s understand how marketing and sales will drive lead behavior along that journey.

The Client’s Journey into Marketing

Customers, for the most part, do not arrive at a site ready to buy.

Often they’re gathering information in search of a solution because they’ve recently awakened to a need or problem, but they still don’t really understand what it’s about.

When you have the right kind of content like the content on nova city rawalpindi website, you start to drive your lead very smoothly towards the purchase, offering those content that makes sense according to their need.

We can call this the lead education process.

It usually occurs before handing that lead to sales or before he even raises his hand to get in touch with your team.

As the lead is educated in the process, it advances through the stages mentioned above: awareness, education and decision.

Content Types for the Awareness stage

This is the stage when the lead becomes aware that he has a problem or a need. These are the least polite leads.

The focus of awareness is to encourage them to discover that they really do have a problem or need, making it even more latent.

At this stage, as much value as possible must be offered, but with minimal commitment or pressure.

The blog post is the most common content in the awareness stage.

It helps fill the sales funnel, is an accessible media format, and can also be useful at other stages of the purchase.

Here, they can be more general, without going too deep into the topic discussed, precisely to arouse the lead’s curiosity to find out even more about the subject and the problem he has.

The videos are also good content at this stage.

People are currently consuming a lot more content in a video format because it’s so much easier to access and consume.

In this segment we can highlight YouTube, which is a great marketing and sales tool. In it we can include videos that will guide the lead throughout the buyer’s journey.

Here, for example, we have Flipchart Friday, with both top content, for the newest leads, and middle and bottom content, for the most educated leads.

Social networks can also be considered a great option. Less popular than those mentioned above, they are more focused on interacting with the audience that follows you and is interested in your content.

Infographics are also widely used in this awareness stage.

They are easy to consume, easy to share, very engaging, and convey important data about topics in a fun and interesting way.

The Types of Content for the Education internship

Here the lead begins to realize his need for a solution and begins to consider hiring a solution to solve the problem he has.

In the decision phase, with the problem identified and possible solutions mapped, he begins to choose which option is best for him.

When the customer enters this phase, after reading some content on the blog during the awareness phase, the ideal is that he has access to eBooks and other richer resources.

Some examples of richer resources can be eBooks, guides, whitepapers, reports, slideshows, and webinars, among others.

You can show your potential client that there are solutions to the problem they discovered during the first phase by demonstrating your authority and implying that one of them might be you.

Blog posts continue to bring a lot of value at this stage.

You can create content around the various problem-solving options and position your brand in a positive way, appealing to the ideal buyer.

Content should be fuller and richer, showing the problems, the negative consequences, the implications of these problems, and possible solutions.

Webinars are important when you feel that people are interested in your content and you can invite them to participate for a few hours live.

Content Types for the Decision stage

Phew, we’ve reached the most anticipated stage.

Here customers are ready to buy. At this stage, you will be able to spread the benefits of your product and/or service with much more propriety.

Customers will be interested to know how you were able to help other companies in the same industry.

At this stage, you can present your company’s success stories to leads.

It’s important to have successful cases for your social proof, after all, leads will also be looking for your competitors’ case studies.

You can also go back with your potential customer to all the content and learning they had during the previous stages, going even deeper in this stage.

The blog posts can also be used in with even richer content, trying to show the customer how your business can be a guarantee of success for him.

You can also invest in pages that detail features and benefits, interactive demos, and other materials related to your solution.

At this point, the sales team should already be eager to get in touch with the educated leads that have made it this far.

The Journey of the inbound lead to outbound

At first, it is necessary to define, between the sales and marketing areas, which will be the ideal customer profile and who is their persona.

This will be essential to guide your process through to the end.

The commercial area uses this profile to qualify its leads and, from there, manage to build a correct approach.

The marketing process and automation tools also allow you to identify what content your lead has already had access to.

But how to proceed with this information after this analysis? The step we call inbound to outbound leads fishing begins.

If you still don’t know what lead fishing is, the ideal is that you take a look at this blog post, a complete guide on the subject.

The seller must fish at what time?

Usually through fishing we can identify which content the lead has consumed and which stage of the customer’s journey it is.

From there, we can begin to understand when the seller should act.

It is necessary to understand characteristics that link this lead to the company, understand the interaction it has built, how it got to the base, the time it has been there and also what it has already consumed in terms of content.

With this information added to the logic we call lead scoring, we will already have enough data to contact that lead.

Remembering that the higher the lead scoring, the more polite your lead. Furthermore, the more advanced he will be on the marketing journey (awareness, education, decision).

This information will be very relevant for the seller to be able to trace the best prospecting approaches.

After getting as much information as possible about the lead, it’s time to get in touch to get a connection. The seller chooses the best prospecting stream here.

If connected, the lead will normally advance through the sales funnel:

Hand raised

If the goal of marketing is to get the lead to raise their hand at the end of the journey, how can the salesperson use all the content the lead has consumed to their advantage?

It is interesting that during this hand-raising process, the marketing and sales areas are well aligned.

By the time you receive a hand-raise, ideally, you should check to see if that lead really fits your ICP.

From there, you will be able to assess whether it is interesting to contact this lead. If it’s ideal, you should get in touch immediately.

Getting in touch within 5 minutes increases your chance of connecting by 100x, compared to calling 30 minutes after the hand-raise (The Lead Responded Management Study).

If the lead doesn’t pass this ICP assessment, you can put it in what we call the qualification flow, to understand if it’s really interesting to continue.

It is necessary to understand the points that may be misaligned.

When the lead comes through the survey, qualification is a little easier, as salespeople are able to access the content that the lead has already consumed and the data that they filled in the form.

During the preparation of a call, for example, or sending an email, the seller can use the consumed content to their advantage.

Outbound leads

When the lead is driven by outbound, coming from your business intelligence process, this education is a little more difficult.

Generally, the salesperson can only find out how polite and qualified the lead is after a first call. Here it’s even interesting to know if this lead has already accessed some of your content.

Sometimes it is easy to identify, but leads do not always use the same data for email marketing, having a different email registered in your automation tool.

In this first call, the salesperson tries to find out what the real problem of the lead is and, from there, starts to direct the contents, with the intention of educating and qualifying him until the decision phase.


Now that you’ve seen the different steps for this journey to take place, you can understand how marketing and sales will drive your lead behavior.

It also understands that marketing and sales are a successful partnership, which aims to improve Capital Smart City’s sales and ensure success in the end.

How is the customer journey going in your company? If you