You should differentiate MSP marketing outreach approaches based on several factors. First, ask yourself: are you marketing to buyers or users? A buyer’s journey is static, extant, and a bit more axiomatic than a user’s journey which is crafted. This writing will focus on differentiating between these two as a means of converting prospects into clients. Consider these points:
Buyer’s Journeys Are Uniform, User’s Journeys Are Unique
You must look at clients from the user and the buyer perspective. A buyer may never have encountered your business before but know they need something of what you offer. A user might have used what you have to offer before and so is looking for that which best fits their needs. Both buyers and users have pain points.
The basic buyer’s journey guides a new prospect down the sales funnel. A basic user’s journey seeks to guide a prospect down a path they were already taking. With the user’s journey, you are following a sort of free-form approach to a conversion.
Keep Pace with Exceptionally Swift Tech Transition
Technology today is developing faster than it has before in recorded human history, and that which is antiquated oftentimes has barely spent any time in the mainstream.
Since technology is transitioning so swiftly, you’re likely going to have users who demand to have a more personalized approach which veers away from the traditional buyer’s journey.
Determining Which to Use
Some prospects will be more responsive to a user’s journey approach, some you’ll want to guide along down the “sales funnel”. Both are guiding prospects toward conversion. MSP marketing outreach should design buyer’s personas which help teams anticipate whether to use buyer or user journey etiquette.
Prospects in today’s world are naturally headed toward one sort of tech solution or another. The key here is making it so your MSP marketing outreach matches where prospects are headed and helps them get there in a way that’s beneficial for everyone.