Customers, like you, go through a series of steps, quickly or slowly,  to consider if they want to spend their money on things. It's easy to waste money by not understanding where the Marketing Funnel isn't targeting the right people, or the Sales Pipeline is leaking. 

The diagram shows some channels for tactical nudges and key metric for a B2B journey, but the 'so what' questions must be from the customer's view-point
o    Awareness: I have a problem…
o    Discover: I’ve seen that product online…
o    Interest: I wonder if it would solve my problem…
o    Research: What does it do v alternatives…
o    Consideration: I like it because…
o    Visit: The website was useful…
o    Intent: They have payment options…
o    Evaluation: Do I want it or need it right now…
o    Sales: I have the money and want/need it now…
o    Adoption: It was easy to use…
o    Retention: I would replace it with the same…
o    Expansion: What other things do they do...
o    Advocacy: I’m telling my friends about it...