The path to purchase

The main purpose of companies - regardless of the channels and the route to market - is to expand their home category, win in the market, make more money and increase efficiency across channels.

The focus is on orchestrating interactions with customers, buyers, end users at every stage of the sales funnel: discover, connect, buy, advocate

When designing the path to purchase to win both off- and online, it's all about using the exact building blocks (search, social media, media, content, merchandising, advertising) and unlocking effective data tracking and storage.

The biggest challenge in generating demand within the din of competing voices in the new omni-channel universe is to ensure that brands are aligned and deliver both a better customer experience and increased customer engagement so that the business can be managed more efficiently and grow effectively. 

The quality of the user experience attracts and retains customers. Every interaction affects the rational and emotional appreciation of products and services, transforming prospects into active buyers and customers into brand ambassadors.

Accordingly, specific activities must be defined at each stage of the sales funnel, covering all disciplines related to branding, acquisition strategy and communication

Thought needs to be given to digital tools and enabling technologies (marketing automation, lead scoring, CRM) that enable brand content and corresponding calls to action to be communicated to target groups and convert the traffic generated into sales.

The main outcome is an operational master plan that identifies the types of calls to action (recognize, connect, assimilate, apply) that are most likely to capitalize on opportunities in each phase of the buying process (serendipity, discovery, interest, consideration, decision, purchase, advocacy).

Only 1 in 10 professional marketers describe their lead generation efforts are "highly efficient and effective." For most business owners, that's simply not good enough.

So, we've compiled the 30 greatest lead generation lessons into a eBook 

COVER_ebook_ Leads GenerationGet your free copy here!

These 30 tips, tricks and ideas will teach you:

  • What makes killer performing landing pages
  • The best lead-generating content
  • How to create offers that are impossible to ignore
  • Secret website optimization tips with A/B testing
  • ...and more!

This is your guide to start generating more high-quality sales leads today. 

The  user-centric approach  is instrumental to design an intimate relationship between brands and the  digital age consumers that will unleash the business performance for the future.

A top-quality execution grounded in archetypal branding features is therefore an essential, sustainable and profitable business competitive advantage.


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Down the sales funnel, a clear understanding of processes, needs and perceptions will help to align content and calls for action.

  • Customer Processes
    "How customers interact with the company throughout the relationship lifecycle. What are the phases of the relationship? What are the specific interactions or contact points at each stage?
  • Customer Needs
    "What customers expect from the company in every interaction. What do they want to achieve? How do they want to feel and be treated? Do they have unrecognized needs that could be met?
  • Customer Perceptions
    "What customers think and feel about current interactions with the company. Do they feel that their needs are being met? Are they satisfied? Do they find the interactions appropriate or particularly useful?


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