Ninth step. Buyer journey map for the chosen persona — from "unaware" to "advocate". At each stage: what they think/ask, what triggers the move further, the main objection, the relevant touchpoint/content, the channel. This is a bridge to 10 (materials) and 11 (channels) — we build them against this map. Without a gate.
Input — 03 (persona/JTBD), 06 (positioning), 07 (VP, dream outcome, objections), 05 (alternatives), 08 (offers/ladder).
Read ${CLAUDE_PLUGIN_ROOT}/reference/agency-stages.md.
Reuse
deep-company-analyser (customer language per stage) · buying-process fields from the VP canvas (07).
Stages (adapt the names to the market)
- Problem unaware — doesn't see the problem ("that's just how we work").
- Business trigger — an internal/external event that triggers the search (peak season, revenue drop, complaints, new management). Often this is exactly what outbound hooks onto — a separate, important stage.
- Problem aware — has become aware of the pain, not yet looking for a solution.
- Solution aware — looking for viable solutions (incl. ours); often a skeptic.
- Alternatives — considering other ways to solve it (incl. do-nothing / in-house; details — 05).
- Objections — reasons NOT to buy a solution like yours.
- Consideration — what makes them consider you specifically (prices, tailored proposal, guarantee, easy start).
- Decision — what makes them choose your company specifically (business case, references, low-ticket offer).
- Onboarding / first value — from contract to first result.
- Expansion / advocacy — upsell/referral.
Buying process (absorbed from persona 03). awareness = 1-3 → consideration = 4-7 → decision = 8 → post-sale = 9-10. In 03 the buying process stays brief (at the persona level); the full map is here.
For each stage — 6 fields
- Mindset / questions (what they think, what they google, what they ask — customer language).
- Trigger to advance (what pushes them to the next stage).
- Main objection / blocker.
- Touchpoint / content (what is relevant here — feeds step 10).
- Channel (where it happens — feeds step 11).
- Who leads (role: outbound/marketing/sales/AM).
Principles
- Start from the real level of awareness. At Stage 0-1 outbound often starts the buyer 1-2 earlier (we trigger awareness ourselves) — don't invent an "inbound customer journey" that doesn't exist yet.
- Content/channels — consequence of the customer journey, not the other way around (otherwise we're "spraying blindly").
- Objections are taken from 07 (VP) and real alternatives (05).
Journey example (narrative)
Besides the table — a concrete touch-by-touch exampleof how a real buyer goes through the journey from business trigger to decision (with real touchpoints/messages). Makes the customer journey tangible and checks the logic of the transitions (as an example narrative in Viktor's content-plan document).
Stage-adaptive depth
- Stage 0-1: 1 persona; focus on stages 1-5 (outbound-driven); 6-7 — briefly.
- Stage 2: full customer journey + content map per stage (inbound turns on).
- Stage 3-4: per-segment customer journey + attribution + lifecycle/expansion detail.
Output (Notion)
Sub-page «09 · Buyer's Journey»: stage table × 6 fields + a note that feeds 10/11 + a "Sources / assumptions" block. In Ukrainian; customer-language phrases — as is.
Definition of Done
- All relevant stages (for Stage 0-1, focus 2-8: from business trigger to decision) with 6 fields.
- Mindset/objections — in customer language (from 07/05), not invented.
- The real starting level of awareness is explicitly marked (where outbound turns on).
- Є Journey example (touch-by-touch narrative) for the main persona.
- Touchpoints/channels are marked as input for 10/11. Notion page created.