Can you sharpen your positioning + messaging? Part 5

Do you know where your target buyer goes to find a new agency?

Not really? You're in the right spot. 

If you're just joining us, we're in the middle of a series on the 5 key buying criteria to uncover in client interviews. 

Here are buying criteria one, two and three in the series.

Today, we're on buying criteria number four: How and where they researched alternatives to their current solution.

Goal: To understand what they did the moment they decided to find a new agency, and then the next moment, and the next … all the way until they decided to sign a contract with you. What were their steps, where did they go, and who did they talk to? 

Why this is important: Knowing your buyer’s journey gives you clues as to where your future buyers will go to find you, trust you, and ultimately buy from you. This road map will greatly influence which marketing channels you invest in (e.g., conferences, podcasting, PPC, thought leadership, etc.).

Continuing with the previous example, you learn that once your family law attorney client decided to make a change, the first thing they did was go on Google to see which of their competitors rank on the first page of results. Then they tried to discover which agencies those competitors use. They then asked attorneys in their professional networks and groups which agencies they use and recommend. Next, they listened to law firm marketing podcasts to hear what influencers, thought leaders, and their peers have to say. Last, they went to review sites like Clutch.co to read reviews from other attorneys using your agency.

While the actual buying process isn’t always this linear, what’s important is to find the patterns in how your current vertical clients find their next agency. 

Tomorrow, we'll wrap up this series with the fifty buying criteria to uncover in client interviews.

CQ

Frequently Asked Questions

What is the fourth buying criteria in this series?

Understanding how and where a buyer researched alternatives once they decided to find a new agency, the specific steps and sources they used, from the first search all the way to signing a contract.

Why does mapping this journey matter for marketing strategy?

Because it reveals exactly where future buyers are likely to look, trust, and ultimately buy. That road map directly shapes which marketing channels are actually worth investing in.

What did the family law attorney example reveal about this journey?

They started on Google checking which competitors ranked on page one, then tried to find out which agencies those competitors used. From there, they asked their professional network, listened to law firm marketing podcasts, and finally checked review sites like Clutch.co.

Is the buying journey always this linear in practice?

Not necessarily, the actual path can vary. What matters more is identifying the patterns across how current vertical clients found their agency, rather than assuming every buyer follows the exact same sequence.

Why does finding these patterns matter more than mapping one single buyer's exact path?

Because patterns reveal where future buyers are likely to go too. A single buyer's journey is one data point, but recurring patterns across multiple clients reveal where marketing investment will actually pay off.