The Eight Stages
A human-centered journey from awareness to advocacy
The Value Path has eight stages. Each represents a distinct phase in how relationships develop with your business.
The Eight Stages Overview
Before we dive into each stage, here's the complete path:
Notice what's different from the traditional funnel: The path doesn't end at purchase. Half the stages happen after someone becomes a customer.
Stage 1: Audience
"Awareness without engagement"
Definition:
They're aware you exist, but haven't engaged deeply.
Audience members might follow you on social media, have heard your name mentioned, or visited your website once. They're in your orbit, but that's about it.
Your job:
Provide value that earns attention. Don't push — attract. Make them curious enough to learn more.
Stage 2: Researcher
"Learning before buying"
Definition:
They're actively learning about their problem and possible solutions.
Researchers consume content with intent. They're reading blog posts, watching videos, comparing options. They're educating themselves.
Your job:
Be a trusted source of information. Help them understand their problem clearly. Don't sell yet — educate.
Stage 3: Hand-Raiser
"Interest declared"
Definition:
They've explicitly signaled interest in your specific solution.
Hand-Raisers take action that says "I want to know more about you specifically." They request a demo, fill out a contact form, or ask for pricing. This is an invitation to engage.
Your job:
Respond promptly and helpfully. Understand their specific situation. Begin the conversation they've requested.
Stage 4: Buyer
"Decision in progress"
Definition:
They've decided to purchase and are in the process of buying.
Buyers are evaluating proposals, negotiating terms, and making decisions. They've moved past "should we?" to "how do we?"
Your job:
Make the buying process easy. Remove friction. Answer questions clearly. Help them succeed in their internal process.
Stage 5: Value Creator
"Investment made, value pending"
Definition:
They've purchased but are still implementing or getting started.
Value Creators have committed but haven't realized the value yet. They're in onboarding, setup, or early adoption. This is a critical and vulnerable stage.
Your job:
Ensure successful implementation. Provide support and guidance. Help them reach their first meaningful outcome quickly.
Stage 6: Adopter
"Value realized"
Definition:
They're actively using your product and seeing value.
Adopters have integrated your solution into their operations. They've experienced the value. They're beyond the initial learning curve.
Your job:
Deepen engagement. Help them discover additional value. Support their ongoing success. Understand their evolving needs.
Stage 7: Advocate
"Willing recommender"
Definition:
They recommend you when asked.
Advocates are satisfied customers who speak positively about you when the topic comes up. They'll give referrals when asked and provide testimonials.
Your job:
Make it easy to recommend you. Express genuine gratitude. Continue delivering value that reinforces their positive opinion.
Stage 8: Champion
"Active promoter"
Definition:
They actively promote you without being asked.
Champions go beyond recommendation. They proactively tell others about you. They become part of your growth engine, driven by genuine enthusiasm for what you do.
Your job:
Recognize and appreciate their advocacy. Involve them in your community. Give them tools and content to share. Treat them as partners.
How Movement Happens
Unlike a funnel, the Value Path isn't strictly linear:
Forward movement
Person progresses through stages as relationship deepens
Backward movement
Disappointment or life changes can move someone back (an Adopter who has a bad support experience might regress)
Stage skipping
A strong referral might bring someone in as a Hand-Raiser, skipping Audience and Researcher
Re-entry
A former customer might re-enter the path later
The path describes reality, not an ideal. People move how they move.
Mapping to HubSpot
HubSpot's native Lifecycle Stage property can be customized to reflect the Value Path. Instead of the default stages, you can configure:
Custom Lifecycle Stages
Configure HubSpot to track the Value Path
This allows you to track and report on where people actually are in their relationship with you — and take stage-appropriate action.
Exercise: Where Are Your Customers?
Now that you know the eight stages, let's make this real. Think of actual people you work with and map them to stages:
Map Your Customers
Take 5 minutes to think through where your actual customers are in their journey
Pre-Purchase Journey
Audience
Who's in your world but not yet researching?
Think: Newsletter subscribers, social followers, event attendees...
Researcher
Who's actively learning but not ready to buy?
Think: Downloaded content, joined community, asking questions...
Hand-Raiser
Who's signaling readiness to talk?
Think: Booked demo, pricing request, ROI calculator...
Buyer
Who's actively evaluating and making a decision?
Think: In proposal stage, comparing vendors, negotiating...
Post-Purchase Journey
Value Creator
Who's new and working toward first value?
Think: Onboarding, implementation, first 90 days...
Adopter
Who's using and seeing results?
Think: Active user, hitting goals, renewing...
Advocate
Who's sharing their success story?
Think: Testimonial, case study, referrals...
Champion
Who's actively helping others succeed?
Think: Speaking, co-marketing, strategic partner...
Now reflect:
Which stages are empty?
That's where your gaps are
Which stages are overcrowded?
That's where movement is stuck
What would move people forward?
That's your next action
Quick Check
Someone fills out a demo request form on your website. Which Value Path stage are they in?
Scenario: Stage Identification
A contact fills out a demo request form. What Value Path stage are they in?