Remembers that the customer journey is theirs not yours.
Denoting it as non-linear implies that it’s linear to begin with, which is wishful thinking at best.
Here’s how I think about this: all interactions with your touchpoints are signals, not advancements down your funnel. Some interactions are stronger signals than others, and for certain ICPs a combination of signals tell a clearer story of buying intent.
Example:
in a PLG motion, a prospect starts a 14-day free trial and consumes educational content during that period.
You know that prospects that demo are more likely to convert.
T-1 day, you offer them a 7-day trial extension. If they bite, ask what they would use the extra time for, then offer to demo the solution to their question/problem.
You now have 3 strong signals instead of 1: free trial, customer problem statement/JTBD, and a demo.
