Understanding the Client Value Journey






I discovered the “Client Value Journey” early on in my career. It has changed the way I think about building a marketing strategy. While there are many schools of thought on what the exact steps are, I have created a system that pulls together the 6 areas I believe each founder needs to think about when creating a marketing program on their own.


Marketing that Supports Sales


The Client Value Journey must work in concert with your sales processes. A marketing funnel and a sales process are two different systems that work together. The marketing journey cues up prospects and gets them prepared to hear your sales pitch or act on that campaign or promotion to buy your product.

Let's Get started


There are 6 steps to the Client Value Journey that I created. You can get started by downloading the Client Value Journey worksheet. This will layout each step and get you thinking. Do you have a comprehensive marketing strategy that works together towards a common goal? Or are you employing despondent tactics that feel like throwing spaghetti at the wall to see what sticks?


I invite you to ask yourself the following questions:

  1. Aware: How are you getting new eyeballs on your business and reaching a new audience every month?

  2. Engage: What content are you producing to engage with your audience to get them interested in your business? How is that content helping you gather contact information to grow your email list?

  3. Nurture: In what ways are you fostering a relationship with prospects and helping to establish the "like, know, and trust factor" consistently?

  4. Invite: Do prospects understand what your product is or exactly how you can help them? Are you inviting them to take the next steps in a way that is exciting and easy?

  5. Delight: Are you delivering the best possible experience for your customers?

  6. Advocate: How are you utilizing the experience of happy customers to help drive referrals and repeat business?

<< DOWNLOAD the worksheet>>


If you are struggling in any of these areas, you may a have a leak in your marketing system. I invite you to double down and listen in to today’s episode to help you tighten up your Client Value Journey before the year begins.


Ready for growth marketing? Let's talk. I am a Marketing Growth Strategist and virtual Chief Marketing Officer. I love helping entrepreneurs grow and scale their businesses. Let's schedule your free 30 min discovery call where I'll share tangible, tactical advice on how you can create or improve your sales-focused marketing strategy. Book Now.