Content Strategy for Buyer’s Journey Flow: Ideal Path Trigger Event Worksheet

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Post-Close (Renewals, Cross-Sell, Up-Sell)Awareness Consideration Decision

Unknown Target

Anonymous Web Visitor

Email-to-cookie match

Warm

Hot>B

>C

50

15Lead

So

urce

Pri

mar

y C

amp

aign

So

urce

grad

ing

Profile/Persona MatchD-

Sales Dispositions Favorably

Identify Buying Committee

Establish BANT

Closed Won Service Cloud Term Date <90 days

Focus on Problem Social posts, Slideshare presentations, YouTube vids, journal articles, blog...

Focus on Problem and Suggest Solution CriteriaWhite papers, Industry Analysis, hosted webinars

Focus on Solution Criteria Survey reports, white papers, industry analysis...

Start Personalization and Frame Solution in Role ContextHosted webinars, case studies, exclusive detailed videos...

Focus on ProblemInfographics, survey reports, hosted videos,Partner webinars

Start Master Drip: Nurture to Demo and Sales Conversion1. Role specific infographic2. Industry journal hosted webinar3. Short video capturing problem to solution and results4. Customer focused webinar5. Canned demo6. Personalized demo

Non-personalized messaging and dynamic content

All pre-pipelineMarketing messaging

All non-customer marketingmessaging

Start Personalized Messages from Sales and Pass to TelequalScheduling, “How did it go?”, Single qualifying questions