Using CustomerOS
Buyer’s Journey
Understand how CustomerOS classifies leads into 5 stages and what content moves them forward.
Overview
CustomerOS maps every company in your workspace to one of five journey stages:- Target → Matches ICP but no engagement yet
- Education → Engaging with problem/industry content
- Solution → Evaluating solutions and approaches
- Evaluation → Comparing vendors and gathering stakeholders
- Ready to Buy → Demonstrating strong intent and purchasing signals
Journey Scoring Logic
| Stage | Score Range | Typical Behaviors | Content Influence |
|---|---|---|---|
| Target | 0–2 | ICP match, little or no engagement | Sees ads, social mentions, ungated blog posts |
| Education | 2–4 | Reads problem/industry blogs, subscribes, downloads explainers | Blogs, thought leadership, explainers, glossaries, trend reports, newsletters, gated diagnostics |
| Solution | 4–6 | Longer sessions, “how-to”/frameworks, ROI calculators, customer outcomes | Playbooks, frameworks, webinars, ROI tools, verticalized success stories |
| Evaluation | 6–8 | Visits pricing/comparison pages, downloads case studies, multi-stakeholder visits | Transparent competitor pages, case studies by vertical, detailed docs, integration guides |
| Ready to Buy | 8–10 | Demo requests, pricing revisits, legal/security checks, stakeholder meetings | Demos, onboarding previews, procurement docs, SOC2/security pages, implementation timelines |
What Moves a Lead Forward
Target → Education
System triggers:- 3+ blog views within 2 weeks
- Industry report/diagnostic download (attention ratio >1.2)
- Webinar attendance >75%
- Problem-first blogs and explainers
- Thought leadership POVs that frame pain clearly
- Lightly branded glossaries, checklists, or trend reports
- Awareness ads and ungated tools that give language to the problem
Education → Solution
System triggers:- “How-to” guide or framework download (>60% completion)
- ROI calculator use
- Product/solution webinar engagement
- 2–3 pricing/features visits in one session
- Vertical-specific playbooks and ROI models
- Benchmarks and calculators that arm champions
- Success stories with clear “before/after” outcomes
- Nurture sequences pointing to frameworks and solution assets
Solution → Evaluation
System triggers:- Demo/trial request
- Case study or comparison downloads
- Multiple stakeholders active on site
- Repeat pricing or product page visits
- Transparent comparison pages (vs. competitors / status quo)
- Case studies by vertical, role, or use case
- Technical docs and integration playbooks
- Buyer checklists and differentiated positioning
Evaluation → Ready to Buy
System triggers:- Proposal/contract engagement (auto-score 9.0)
- Sales meeting attendance (+1.0 bonus)
- Onboarding or implementation doc views
- Requests for references/security info
- ROI calculators, references, and onboarding previews
- Procurement-friendly docs (SOC2, security, integrations)
- Success plans and implementation timelines
- Sales briefs that pre-empt objections
Decay & Regression
- Scores decay −1 per week without engagement.
- Negative signals (unsubscribe, competitor visits) accelerate regression.
- Use evergreen hubs and re-engagement campaigns to recover stalled accounts.
Velocity Bonuses
- Multiple sessions in 7 days = +20% progression
- Increasing session duration month-over-month = +15%
- Fast consumption of problem → solution content = +25%
Cheatsheet
| From → To | Triggers | Content that helps |
|---|---|---|
| Target → Education | • 3+ blog views • Industry report download • Webinar >75% | • Problem blogs, explainers, glossaries • Thought leadership POVs • Trend reports & diagnostics |
| Education → Solution | • Framework/guide download • ROI calculator use • Solution webinar • Pricing/features visits | • Playbooks & ROI models • Success stories • Benchmarks & calculators • Framework nurtures |
| Solution → Evaluation | • Demo/trial request • Case study/comparison downloads • Multi-stakeholder visits | • Comparison pages • Case studies by vertical • Technical/integration docs • Buyer guides |
| Evaluation → Ready to Buy | • Proposal/contract engagement • Sales meeting attendance • Onboarding doc views | • ROI calculators, references • Procurement/security docs • Implementation timelines & previews |
Next Steps
- Learn how Leads are scored and displayed.
- Configure Notifications to alert you on stage movement.
- Review Use Cases to see stage progression in action.