Purchase Journey x Sales Funnel. Impact the customer at the right time with an Inbound Marketing plan.

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Purchase Journey (or Buyer's Journey ) is a term widely used by marketing professionals to understand how a consumer/client's mind generally works until they make a purchase, from discovering the need to purchasing a product or service. In parallel, today when we talk about digital marketing actions there is another concept, also coming from the areas of marketing and sales, widely used to develop strategies that illustrate what Inbound Marketing is.

We are talking about the famous Sales Funnel . Did you know that these two terms are directly related and should be studied together for efficient execution of digital marketing planning? Discover below how the 04 main stages of the Buying Journey ws data  and the Sales Funnel intersect and how your company can act to impact the customer at the right time with Inbound Marketing strategies. Before starting, if you want to better understand digital marketing terms, including those used in this article, click here to read a complete glossary on the topic.



1- Learning and Discovery x Attraction Let's assume that you recently opened an e-commerce, but still haven't gotten the results you wanted. Browsing the internet, you came across several articles from consultancies, universities and digital marketing agencies giving tips on “how to promote your e-commerce”. Soon, interest in the topic increased, and the constant research and reading to understand more and more about the subject made you suspect that the biggest problem with your business is the lack of publicity on the web itself. In the example above, I just described a potential customer situated in the first stage of the Buying Journey: Learning and Discovery .

He is still identifying a problem and, little by little, understanding ways to solve it, and has already come across some possible service providers who can help him in this process. Analyzing from the perspective of an agency that can meet the needs of this specific client, the Learning and Discovery stage is directly related to the Top of the Funnel, that is, to the most comprehensive actions aimed at the Attraction phase of the Sales Funnel.