From Struggling Moment to Hiring Moment: Mapping the B2B Buyer Journey

Pinpoint the real triggers, frustrations, and situations that push buyers out of the status quo and into the market.

Recognize early emotional and functional signals that shape how buyers define their problem and begin their search.

Use the Wheel of Progress® to understand how buyers move from first thought to hiring—and what creates momentum or stalls it.

Understand what reduces switching friction and increases confidence at each stage of the decision-making process.

Reveal the pushes, pulls, habits, and anxieties that influence whether buyers switch solutions, delay decisions, or stay put.

Understand what reduces switching friction and increases confidence at each stage of the decision-making process.

Turn causal insights into sharper messaging, clearer value propositions, and a GTM strategy aligned with how buyers actually buy.

Align your GTM motions to the buyer’s real progress, motivations, and criteria—not assumptions or personas.

Learn to speak in the buyer’s own words—capturing their struggles, desired progress, and decision language to build trust quickly.

Craft headlines, narratives, and proof points that resonate instantly because they mirror the way buyers talk, think, and evaluate options.