Why You Should Plan for Buyer and User Journeys in Your MSP Marketing

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. 

Ravi Jain

Ravi Jain is the Chief Executive Officer for Technijian, with a demonstrated history of working in the information technology and services industry. Skilled in Enterprise Software, HP Products, Storage, ITIL, and IT Service Management. <a href="https://technijian.com/ professional with a BS focused in Physics from University of California, Los Angeles. For over a decade, Technijian has strived to provide Fortune 500 IT Support in Orange County for the small to mid-size businesses. During this time our client base has grown from small office with less than 10 people to mid-size businesses with over 50 employees. We offer corporate wide Managed IT Services for Orange County clients with hotels all across the country as well as IT support for medical device startups here in Orange County. Regardless the size Technijian strives to deliver "Technology Support Your Way".