The process potential buyers go through before deciding whether to make a purchase. Although it's been broken it down into many sub-stages to align with different business models, it can universally be boiled down to these three lifecycle stages:
- Awareness: Leads have either become aware of your product or service, or they have become aware that they have a need that must be fulfilled.
- Evaluation: Leads are aware that your product or service could fulfill their need, and they are trying to determine whether you are the best fit.
- Purchase: Leads are ready to make a purchase.