> ## Documentation Index
> Fetch the complete documentation index at: https://docs.customeros.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Buyer's Journey

> Understand how CustomerOS classifies leads by stage and what content moves them forward.

## Overview

CustomerOS maps every company in your workspace to one of four stages:

1. **Target** → Matches ICP but no engagement yet
2. **Education** → Engaging with problem/industry content (in nurture)
3. **Solution** → Evaluating solutions and approaches (in nurture)
4. **Evaluation** → Comparing vendors and gathering stakeholders (in nurture or needs sales attention with high engagement)

Leads move through stages based on depth of content engagement, attention ratios, form interactions, velocity/decay mechanics, and cross-stakeholder signals. High-engagement evaluation leads flag for sales attention.

***

## Stage Definitions

| Stage          | Status              | Typical Behaviors                                                                                | Content Influence                                                                                |
| -------------- | ------------------- | ------------------------------------------------------------------------------------------------ | ------------------------------------------------------------------------------------------------ |
| **Target**     | Not engaged         | ICP match, little or no engagement                                                               | Sees ads, social mentions, ungated blog posts                                                    |
| **Education**  | In nurture          | Reads problem/industry blogs, subscribes, downloads explainers                                   | Blogs, thought leadership, explainers, glossaries, trend reports, newsletters, gated diagnostics |
| **Solution**   | In nurture          | Longer sessions, "how-to"/frameworks, ROI calculators, customer outcomes                         | Playbooks, frameworks, webinars, ROI tools, verticalized success stories                         |
| **Evaluation** | In nurture or sales | Visits pricing/comparison pages, downloads case studies, multi-stakeholder visits, demo requests | Transparent competitor pages, case studies by vertical, detailed docs, integration guides        |

**High-engagement evaluation** leads (demo requests, pricing revisits, legal/security checks, multiple stakeholders) automatically flag for sales attention.

***

## 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%

**Content that helps:**

* 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

**Content that helps:**

* 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

**Content that helps:**

* 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 → Sales Attention

**System triggers (high-engagement evaluation):**

* Proposal/contract engagement
* Sales meeting attendance
* Onboarding or implementation doc views
* Requests for references/security info
* Multiple pricing revisits with long session times

**Content that helps:**

* 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

* Leads regress to earlier stages without continued engagement
* Negative signals (unsubscribe, competitor visits) accelerate regression
* Use evergreen hubs and re-engagement campaigns to recover stalled accounts

***

## Velocity Signals

* Multiple sessions in 7 days accelerates stage progression
* Increasing session duration indicates growing intent
* Fast consumption of problem → solution content shows active buying journey

***

## Cheatsheet

| From → To                    | Triggers                                                                                                          | Content that helps                                                                                              |
| ---------------------------- | ----------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------- |
| **Target → Education**       | • 3+ blog views <br /> • Industry report download <br /> • Webinar >75%                                           | • Problem blogs, explainers, glossaries <br /> • Thought leadership POVs <br /> • Trend reports & diagnostics   |
| **Education → Solution**     | • Framework/guide download <br /> • ROI calculator use <br /> • Solution webinar <br /> • Pricing/features visits | • Playbooks & ROI models <br /> • Success stories <br /> • Benchmarks & calculators <br /> • Framework nurtures |
| **Solution → Evaluation**    | • Demo/trial request <br /> • Case study/comparison downloads <br /> • Multi-stakeholder visits                   | • Comparison pages <br /> • Case studies by vertical <br /> • Technical/integration docs <br /> • Buyer guides  |
| **Evaluation → Sales Ready** | • Proposal/contract engagement <br /> • Sales meeting attendance <br /> • Onboarding doc views                    | • ROI calculators, references <br /> • Procurement/security docs <br /> • Implementation timelines & previews   |

***

## Next Steps

* Learn how [Leads](/leads) are classified and displayed
* Configure [Notifications](/notifications) to alert you on stage movement
* Review [Use Cases](/use-cases) to see stage progression in action