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57%
Journey
Efficacy Score
Pre-Awareness
Awareness
72%
Evaluation
48%
Selection
81%
Adoption
65%
Renewal
88%
Think
Buyer Mindset
Frustrated by fragmentation and complexity.
Seeking better identity solution.
Finding the right solution.
Need evidence of positive ROI.
Want fast, seamless implementation.
Maximizing the solution's value.
Key Barrier
Hard to align teams on new solutions when proactive. If reactive, lack of time for deep research.
Difficult to parse and synthesize the vast amount of information across different domains.
Lack of resources to directly compare vendor products and pricing for specific use cases.
Hard to gain team alignment without clear understanding of impact and implementation details.
Engineers must often learn implementation without trials. No single source of truth exists.
Unclear how to measure ROI or understand the true value of expanding the current system.
Do
Behavior
No Existing Solution
Reactive & Bottom-Up
Proactive & Top-Down
Existing Solution
Reactive & Top-Down
Align on Solution Need
Find Vendors
Peer recommendations
Evaluate Business Value
Narrow the Shortlist
Contact Us
Download Trial
Test & Validate
Purchase
Implement
Up-Sell
Primary Driving Persona
Business Leader
Technology Leader
Business Leader
Technology Leader
Developer
Business Leader
Technology Leader
Developer
Technology Leader
Developer
Technology Leader
Developer
Technology Leader
Security Leader
Feel
+ Positive Emotional Responses - Negative
Content Content with current solution being out of mind
Frustrated Frustrated with solution causing problems
Lost Motivated but lost not knowing where to start
Overwhelmed Investigating so many different vendors & sites
Encouraged Shortlist finalized, closer to a solution
Excited Excited to test hands-on before buying
Angry Roadblocks implementing without hand-holding
At Ease Solution up and running with little maintenance
Delighted Positive ROI and continuing to get more value
Documentation
Strategy & Assets
Social Listening Assessment
ABX Strategy
Contact Form Wireframe
Download Page Design
Sales Enablement Guide
Up-sell Ads Creative Direction
Interactive Journey Editor
Navigation & Stages
Think Section
Do (Flowchart)
Feel (Social)
Personas
Documentation
Onboarding

Journey Information

Journey Stages (Columns)

Business Leader
Digital Personas

Business Leader

CMO/CDO · CPO · VP of Marketing Online — ask me anything
Hi! I'm a Business Leader — think CMO, CPO, or VP of Marketing. I focus on driving growth, optimizing customer experience, and scaling the business without compromising security. Ask me about my priorities, challenges, or how I evaluate solutions.

Profile Summary

Titles

Customer: CMO/CDO, CPO, Marketing Director, VP of Marketing, VP of Product

Workforce: CEO, CFO

Responsibilities

Optimize the user experience and conversion, rapid innovation, and business growth without risking security.

Mindset (Think / Feel / Do)

Think
  • I need to drive growth
  • I need to scale my business easily and securely
  • We need to stay ahead of the competition
Feel
  • Concerned about frictionless customer experience and driving growth without risking security or violating privacy
  • In need of personalization for customer offerings
Do
  • Talk to IT team
  • Speak to their network for advice
  • Read thought-leadership articles

Organization Chart

CEO
CFO
CMO/CDO
CPO
CTO
CIO/CISO
Dev Team
Security Team

Purchase Involvement

Solution Objectives

Workforce
  • Extended workforce access
  • Product Adoption
  • Secure customer access
  • Business & revenue growth
  • Workflow automation
Customer
  • Conversion & revenue growth
  • Frictionless onboarding
  • Customer Engagement
  • Omnichannel customer access
  • Attack protection
  • Multi-factor authentication

Influence

Workforce:
Customer:
ObserverInfluencerDecision Maker

Journey Stage Involvement

Workforce
Pre-Awareness Awareness Evaluation Selection Implementation & Adoption Renewal & Expansion
Customer
Pre-Awareness Awareness Evaluation Selection Implementation & Adoption Renewal & Expansion

Journey Challenges

  • Can't access the right information to learn about solutions
  • Free trials that don't offer full functionality for their team to test

Persona Variations Across Segments

Strategic & Enterprise

Decision influencers defining the organization's business needs and goals. Interested in technology-driven business value to gain a competitive advantage.

Commercial

Decision makers who collaborate closely with IT leaders to ensure digital solutions ladder up to outcomes like productivity, cost efficiency, and customer satisfaction.

Role in Cross-Selling

One of the main stakeholders but not the most relevant decision maker when expanding identity solutions. Will trust the advice of tech and security leaders when assessing alternatives.

Digital Behavior

Content Needs

  • Analyst reports & market analyses
  • Business-value of Identity
  • Product/Solution overview (business-value)
  • Brand reputation
  • Industry expertise
  • Pricing information
  • Overview of implementation process
  • Outstanding issues
  • Industry trends
  • Future of Identity
  • Product growth limits
  • Peer reviews and forums
  • Industry publications
  • Case Studies

UX Needs

  • SEO-friendly vendor comparison
  • SEO-friendly exec-level explanation of Identity tools
  • ROI calculator
  • Customizable solution offerings
  • Sales rep access
  • Support team access
  • Events & webinars
  • Upgraded product comparison
  • Upcoming product releases & roadmap (business value)

Preferences

Preferred Content Format:
Case Studies Demos Video Podcast
Preferred Channels:
Web Mobile

Proposed .COM Touchpoints

Main Website
Home Products Solutions Pricing Company Support Hub Resources Contact Sales Customer Portal
Developer Platform
Home Product Solutions Pricing Company & Brand Support Hub Resources Contact Sales Customer Portal
Performance Dashboard

Business Performance & Intelligence

57%
Pre-Awareness
2.4M Total Impressions
$18.2K Ad Spend
$7.58 Cost Per Mille
72%
Awareness
184K Unique Visitors
3.2% Click-Through Rate
$1.24 Cost Per Click
48%
Evaluation
1,240 Content Downloads
312 Demo Requests
8.4% Lead Conversion Rate
81%
Selection
87 Sales Qualified Leads
34% Win Rate
$4,210 Cost Per Acquisition
65%
Adoption
91% Onboarding Completion
3.2d Time to First Value
12.4K Active Users
88%
Renewal
112% Net Retention Rate
4.1% Churn Rate
$340K Expansion Revenue
88%

Conversion Funnel

2.4M
Impressions
7.7%
184K
Visitors
0.7%
1,240
Leads
25.2%
312
Opportunities
27.9%
87
Customers
96.6%
84
Retained

Key Insights

⚠️
Awareness → Evaluation Drop-off

Only 0.7% of visitors convert to leads. Content strategy and landing page optimization could lift this by 30–50%.

Critical
🚀
Strong Retention Signal

96.6% adoption-to-renewal rate and 112% NRR indicate excellent product-market fit. Expansion revenue is trending up 18% QoQ.

Positive
📊
Selection Bottleneck

34% win rate with $4,210 CPA suggests competitive pressure during vendor selection. Trial experience and sales enablement are key levers.

Monitor
⏱️
Fast Time to Value

3.2 day average onboarding with 91% completion — top quartile for B2B SaaS. This is a strong competitive differentiator.

Positive
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PRE-AWARENESS

Moments Passion Index

Bubble size = Volume

AI Insights

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Live Voices

Latest moments from across the tech community