Journey
B2B complex sale
A buying group discovers a category, evaluates vendors, and only later becomes a customer who expands or leaves.
Use this map for professional services, B2B software, and any offer that needs a champion plus a budget holder.
Open on the map- 01
Discover
How do they first hear that a problem like theirs has a name?
Organic content & SEOBe findable for a real job-to-be-done, then move the reader toward a useful next action.
Social & communityStay present, useful, and on-voice without turning every channel into the same broadcast.
Events & webinarsTeach something useful, capture intent, and follow up as if you remember who was in the room.
Website & landing pagesHelp a visitor understand the offer, trust the brand, and choose a next step without hunting.
Outbound prospectingReach the right people with a specific reason to talk, then get a meeting without sounding like a blast.
Account intent & identificationSpot the buying group while they are looking, then alert a human who can show up with a specific reason.
AI search visibility (AEO / GEO)See how ChatGPT, Perplexity, and other answer engines talk about you, then fix crawl, content, and citations.
Paid creative & testingGet a specific promise into the ad, then test it against the real landing experience.
Campaign operations & media buyingDecide what to launch, bid, pause, pace or reallocate today — with guardrails, not an unsupervised spend agent.
Revenue attributionSee the journey that includes ads, SDR interactions and an opportunity, then pick a model without pretending it is causal truth.
- 02
Evaluate
How do they compare options without talking to sales yet?
Website & landing pagesHelp a visitor understand the offer, trust the brand, and choose a next step without hunting.
Web experience build & iterationShip a contained experience fast. Public production still needs an owner for code, analytics, accessibility, performance, SEO, privacy and security.
Website conversationAnswer from owned knowledge, guide the next step, and capture intent before the visitor leaves. Do not buy a contact-centre platform for this job.
Organic content & SEOBe findable for a real job-to-be-done, then move the reader toward a useful next action.
Enquiry & formsMake it easy to raise a hand, collect enough context, and route the request to the right person.
Account intent & identificationSpot the buying group while they are looking, then alert a human who can show up with a specific reason.
Self-serve product demoLet a serious buyer try the product with safe data, personalise the path, and tell sales who cared — better than an avatar for most SaaS evaluation.
- 03
Decide
What helps the buying group say yes with a straight face?
Sales conversationListen well, capture what was said, and follow up with a proposal that reflects the real need.
Proposal & quoteTurn discovery into a clear recommendation, scope, and price the buyer can share — and see whether they opened it.
Sales presentationGet from a brief to a shareable story fast, then pair it with an approved content library so AI does not invent claims.
Checkout & contractClose cleanly, collect what operations need, and start the relationship without a scramble.
RFP & security questionnaireDecide whether to pursue, find approved answers with sources, draft with evidence, and keep legal, security, and product aligned.
Negotiation preparationWalk in knowing the stated need, the risks, and what you will not give away — with the contract issues already visible.
Sales-meeting rehearsalRehearse the conversation that matters this week and get specific feedback, not a generic training module.
- 04
Onboard
How do they reach first value before enthusiasm fades?
OnboardingGet the customer to first value quickly, in their language, with a clear owner if they get stuck.
Internal knowledgeKeep one current source of truth so every customer-facing person (and agent) says the same thing.
Messaging (WhatsApp, chat)Reply in-channel, stay on-voice, and hand off to a human before the thread goes stale.
- 05
Adopt
What keeps the product or service in weekly use?
Product or service useHelp people do the job they paid for, notice friction, and surface the next useful capability.
Support & careResolve quickly, escalate cleanly, and keep answers consistent with policy and product truth. HEA-World is not a contact-centre replacement.
Email nurtureContinue a relevant conversation until the person is ready to act — without feeling like a drip machine.
- 06
Expand
When is it honest to offer more — and through which surface?
Sales conversationListen well, capture what was said, and follow up with a proposal that reflects the real need.
Email nurtureContinue a relevant conversation until the person is ready to act — without feeling like a drip machine.
Billing & adminMake commercial admin predictable, and flag exceptions before they become churn.
Pipeline & forecastSee which deals are real, which are theatre, and what to do this week — without a spreadsheet archaeology project.
- 07
Advocate
Where can a happy customer say something true in public?
Review & referralInvite advocacy at the right moment and make it easy to say something true in public.
Events & webinarsTeach something useful, capture intent, and follow up as if you remember who was in the room.
Social & communityStay present, useful, and on-voice without turning every channel into the same broadcast.