A prospect’s buying experience is critical for their likelihood of buying, using, and evangelizing your products or services.
When working with customers to build the foundation of their prospecting strategy, I often recommend starting at a high level to see how each workflow is interconnected. One of the best methods to do this is by creating a prospect journey map.
In this context, the “journey map” is a visualization for the Outreach workflows your team will use to move prospects through the funnel.
What prospect journey mapping does for you
Without a prospect journey map, you’re likely to experience:
- Lost leads – Prospects slip through the cracks and go cold.
- Prospect confusion – When your reps are confused, your prospects are confused.
- Misaligned content – Prospects don’t get targeted messaging.
- Slower response times – Reps take longer to respond to interested prospects.
With a defined prospect journey map, you can:
- Identify and address any gaps in your process.
- Effectively funnel prospects from one stage to the next.
- Deliver content specifically designed for your prospects.
- Test ideas and make data-driven improvements.
Below is an example of a typical prospect journey map, which outlines some of the ways you can leverage Outreach for each step along the path.
Note: Click on the image to expand — from there, you’ll have the ability to download the file.
How to build your prospect journey map
When building your prospect journey map, consider the following elements:
Points of entry
How did the prospect come in contact with your organization?
For example: Your prospect requested a demo through the website, they were found hunting on LinkedIn, or the rep met them at a trade show.
What stages should be reflected in your prospect journey map?
For example: Prospects newly discovered but not actioned are considered “new.” Once the prospect is added to the sequence, they update to “approaching.” When the prospect accepts the meeting invite, they update to “meeting booked.”
Key decision points
When should reps adjust tactics?
For example: If the prospect responds with “not right now,” reps should transfer from an initial outbound sequence to a drip sequence.
Do reps know what to do next?
For example: Do your reps know how to book a meeting while on a call? How about how to respond to a common objection or the best way to follow up an ongoing thread?
Points of exit
When should reps stop working with a prospect?
For example: If the prospect’s email address bounces, the rep determines the prospect is a bad fit, or the prospect remains unresponsive even after finishing several sequences.
Identifying the path your prospects should take is the first step in developing a comprehensive engagement strategy. Your next steps should include further defining particular sections and building the supporting workflows your team will use to execute your vision.