If you’re a B2B sales pro, you already know the old-school approach—endless email threads, scattered PDFs, and clunky decks—just isn’t cutting it. Prospects get lost, deals stall, and “personalization” turns into a mail merge with their company name. This is for anyone who wants to actually build a buyer journey that feels tailored (and, let’s be real, actually gets deals moving), using Flowla.
Let’s skip the hype and get straight to building a personalized buyer journey that works for real buyers—not just your sales dashboard.
Step 1: Map Out the Real Buyer Journey (Not the One in Your CRM)
Before you even open Flowla, get clear on what’s actually happening in your buyer’s head.
- Who’s Involved? Most B2B deals have a small crowd making decisions. List the roles—not just “the decision maker,” but the blockers, the legal person, the person who actually uses your product, etc.
- Decision Stages: What questions do they ask at each step? When do they get cold feet? Where do deals usually stall?
- What Do They Need? Is it a demo? A comparison sheet? A case study? A security doc? Write it down.
Pro tip: Talk to your last three buyers (or sales reps, if you’re a leader). Find out where things got stuck or sped up.
What to ignore: Don’t just copy the sales stages from Salesforce. Your CRM is built for you—not for buyers.
Step 2: Set Up Flowla and Get the Basics Down
Now that you know what your buyers actually need, log into Flowla.
- Create an Account: Pretty straightforward, but make sure your team has access to the same workspace. If only one person can edit journeys, you’ll end up with a mess.
- Learn the Lingo: In Flowla, you’ll be working with “Flows” (think: a guided web page for your buyer) and “Steps” (the pieces inside). It’s meant to be self-explanatory, but don’t be afraid to poke around.
- Templates Exist—But Don’t Trust Them Blindly: Flowla has starter templates. They’re fine as a base, but don’t assume they fit your buyer’s process. Most are generic.
What to ignore: Fancy design for design’s sake. Buyers care about clarity, not gradients.
Step 3: Build Your Core Buyer Journey Flow
This is the heart of it. You’re building a single “Flow” for a real deal. Here’s how to actually make it personal (without spending all day):
a) Start With a Friendly, Human Introduction
- Use a short video or a few sentences. “Hey {{Name}}, here’s everything you need to make a decision. No endless threads, just one place.”
- Make it sound like you, not a robot.
b) Lay Out the Steps (Think Like a Buyer)
Each “Step” should answer a question or remove an obstacle. Some must-haves:
- Overview: What’s the problem you solve? Why should they care?
- Product Demo or Walkthrough: Real video beats a PDF. Even a Loom is fine.
- Case Studies or Proof: Pick ones that match their industry or use case.
- Pricing: Don’t hide it behind a “Contact Us.” If you can, show ranges or sample deals.
- Implementation/Next Steps: What happens after they say yes? Who does what?
Optional, but useful:
- Security & Compliance Docs: For IT buyers or regulated industries.
- ROI Calculators: Only if they’re actually simple to use.
What to skip: Don’t dump your whole marketing library in here. More isn’t better—curate.
c) Personalize With Context
- Swap in individual names, company logos, and relevant case studies.
- Reference topics or concerns from your actual calls. “You mentioned X—here’s a resource on that.”
- Set due dates or “next step” suggestions based on their timeline, not yours.
Pro tip: Save your Flow as a template once you nail the structure. That way, you can reuse and tweak instead of starting from scratch every time.
Step 4: Make It Collaborative (Not a One-Way Pitch)
Buyers don’t want another pitch deck—they want to feel in control.
- Invite Stakeholders: Use Flowla’s share link or invite feature, so buyers can loop in others on their end.
- Enable Comments or Questions: Let them ask right in the Flow. Answer quickly—don’t let questions linger.
- Track Engagement: Flowla shows you who’s viewing what. If someone spends all their time on the security doc, that’s a hint where you’ll get pushback.
What works: Flows that feel like a shared workspace, not a sales monologue.
What doesn’t: Locking things down so much that buyers can’t share or ask questions. If they’re stuck, the deal’s stuck.
Step 5: Iterate and Actually Use the Data
Here’s where most teams drop the ball—they build a nice buyer journey once, then leave it to gather dust.
- Watch What Gets Used: If buyers keep skipping certain steps, cut or rework them.
- Ask for Feedback: After deals close (or stall), ask what helped and what didn’t.
- Tweak for Different Buyer Types: Maybe technical buyers need more documentation, while business buyers want ROI upfront. Build branch templates for each.
Pro tip: Don’t be afraid to cut. If a step isn’t helping close deals, it’s just noise.
Step 6: Keep the Experience Simple (and Human)
It’s easy to get sucked into adding more steps, more visuals, more “wow” factor. Resist.
- Flows should load fast and work on any device.
- Avoid jargon. If you wouldn’t say it on a call, don’t stick it in your Flow.
- Always check: If you were the buyer, would you find this useful—or overwhelming?
What to ignore: Anything that feels like you’re doing it “because marketing said so.”
Step 7: Roll Out to Your Team (and Set Some Ground Rules)
If you’re a sales leader, don’t just say “use Flowla now.” Make it clear:
- Which templates to use for which deals.
- Who owns updating the flows?
- How to handle feedback and improvements.
Encourage reps to personalize, but not to reinvent the wheel every time.
Pro tip: Run a quick internal contest—who can build the most effective (not the prettiest) buyer journey Flow? Reward what actually moves deals.
A Few Honest Takes
- Flowla is great for organizing and personalizing the buyer experience, but it won’t magically fix a broken sales process.
- Buyers appreciate clarity and relevance. If you can’t explain why something is in your Flow, cut it.
- Templates help, but real personalization happens when you reference actual buyer needs—not just swap in a logo.
Quick Recap: Start Simple, Iterate Often
Don’t overthink it. Build a Flow that answers real buyer questions, keep it human, and watch how your buyers actually use it. Cut what isn’t working. Improve what is. If you’re stuck, ask yourself: would you like getting this if you were on the other side?
Personalization isn’t about fancy tech—it’s about making the process feel less like a funnel, and more like a helpful guide. Start small, tweak as you go, and don’t let perfect be the enemy of done.