As marketers, we know that everything affects the bottom line. Attracting and retaining customers – as efficiently as possible – can help you achieve a high ROI.
Similar to plots of great adventures, a customer goes though certain stages in their buying process. In order for your marketing to affect the customer purchasing decision you have to understand the complete journey they are on. This may be similar to an easy stroll near Minnehaha Falls, or it may be more like a grueling trek along the Superior Hiking Trail.