buying journey process

What Is the Buyer's Journey?

Updated: July 21, 2022

Published: April 21, 2021

Today's buyer is more informed than ever before, thanks to the vast amount of information available at their fingertips. Because of this, the balance of power has shifted from the sales rep to the buyer in most sales conversations . This is why pushy sales tactics are no longer effective the way they used to be.

Instead, to be successful in sales in today's day and age, sales reps must adapt their mindset from selling to helping . And the best way to start this process is becoming intimately familiar with who the buyer is and the journey they take on their path to purchase : The buyer's journey .

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What is the buyer's journey.

The buyer's journey describes a buyer's path to purchase. In other words, buyers don't wake up and decide to buy on a whim. They go through a process to become aware of, consider and evaluate, and decide to purchase a new product or service.

By understanding the buyer's journey , the pains and problems they experience along that journey, and the influencing factors that shape their thinking, sales reps can better empathize with the buyer and position their product or service along that path. So let's dig in a little further.

What are the three stages of the buyer's journey?

The buyer's journey can be broken down into three steps or "stages" that describe how they advance along their path to purchase: the awareness stage, the consideration stage, and the decision stage.

Here's how to conceptualize each stage:

• Awareness Stage: The buyer becomes aware that they have a problem.
• Consideration Stage: The buyer defines their problem and considers options to solve it.
• Decision Stage: The buyer evaluates and decides on the right provider to administer the solution.

Now that the overall journey has been defined, let's take a look at each stage in greater detail, from the buyer's perspective:

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What is the buyer doing during the awareness stage?

The buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.

• Example: "Why do my feet hurt all the time?"

What is the buyer doing the consideration stage?

The buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

• Example: "How do you treat arch pain?"

What is the buyer doing during the decision stage?

The buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.

• Example: "Where can I get custom orthotics? How much will they cost?"

If you don't have an intimate understanding of your buyers, it may be difficult to map out the buyer's journey in a way that will be helpful from a sales perspective. In this case, be sure to conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey.

Tailoring Your Sales Process to the Buyer's Journey

With all of this in mind, buyers don't want to be prospected, or demoed, or closed when they're not ready. These steps add zero value, from their perspective, when offered at the wrong time.

However, where a sales rep can shine is in the instances when buyers are looking for additional information about your product that can't be found online.

Free Customer Journey Map Templates

Fill out the form to access these visual aids., awareness stage.

Buyers are identifying the challenge or opportunity they want to pursue. They are also deciding whether or not the goal or challenge should be a priority.

Consideration Stage

Buyers have clearly defined the goal or challenge and have committed to addressing it. They are now evaluating different approaches or methods available to pursue the goal or solve their challenge.

Decision Stage

Buyers have already decided on a solution category and are now evaluating providers. For example, they may have written a pro/con list of specific offerings to decide on the one that best meets their needs.

Some of these considerations may fall more under the marketing umbrella than the sales umbrella, but ultimately the answers to these questions will provide a robust foundation for your buyer's journey.

The process of getting to know how your buyers buy is invaluable as you create or refine your sales process. You'll be better able to empathize with prospects, handle objections, and provide the right information at the right time, helping you close more deals and win more business.

Thank you for reading this post from HubSpot . 

Editor's note: This post was originally published in October 2018 and has been updated for comprehensiveness.

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What is the buyer journey? Definition, stages, and examples

Step into the realm where choices weave the intricate fabric of consumer decisions — the buyer journey. As we navigate this landscape, we'll uncover the definition, stages of such a journey, and real-world examples that demystify the process. 

Join us on this expedition — no fluff, just the essential roadmap to unravel the buyer journey and decode the patterns that drive purchasing decisions.

Ready to explore the journey that transforms curiosity into commerce? Let's unravel the layers together.

• 1.1 Why is the buyer journey important?
• 2 Buyer journey stages
• 3 Buyer journey optimization
• 4.1 Amazon and its seamless e-commerce experience
• 4.2 HubSpot and its inbound marketing excellence
• 4.3 Buyer journey templates
• 5.1 Key takeaways

What is the buyer journey? Why is it important?

The buyer journey represents the holistic path a buyer takes as they move through the various stages leading to a purchase. It’s a comprehensive process that encapsulates the entirety of a customer's experience, from the initial awareness of a product or service to the final decision-making and post-purchase evaluation. The depth and complexity of such a journey are heightened by the fact that it can be online, offline, or a mix of both. Here are the examples:

• Online journey: A customer discovers a digital product through a targeted social media ad, researches online reviews, and makes a purchase on an e-commerce website. Post-purchase, they use the online product and engage with the brand through email newsletters and online customer support.
• Offline journey: A customer learns about a product through a traditional print advertisement, visits a physical store to explore the item, consults with in-store staff, and makes the purchase. The post-purchase phase involves using the product and potentially providing feedback through physical channels.
• Mixed journey: A customer first encounters a product via an online influencer's review, then visits a brick-and-mortar store to examine it physically. They might purchase online using a mobile app, receiving post-purchase updates through both email and in-store promotions.

Why is the buyer journey important?

Understanding the buyer journey is of paramount importance for businesses for many reasons.

• Customer-centric approach

By comprehending the buyer journey, businesses can adopt a more customer-centric approach. It means aligning products, services, and digital marketing efforts with the needs and preferences of the customers at each journey stage . This customer-centricity fosters a positive and engaging experience, enhancing the likelihood of conversion.

• Tailored marketing strategies

The buyer journey provides businesses with insights into the specific touchpoints and channels that customers engage with during their decision-making process. Armed with this knowledge, organizations can tailor their marketing strategies to be more effective at each stage. For instance, deploy inbound marketing and educational materials to capture attention, especially during the awareness stage.

• Building trust and credibility

Trust is a crucial element in any purchase decision. Understanding a buying journey enables businesses to build trust by delivering consistent messaging, quality content, and positive interactions at each touchpoint. This trust-building process is vital for establishing credibility and driving long-term customer relationships.

• Optimizing user experience

A seamless and enjoyable user experience is critical to guiding potential buyers through the journey. With buyer journey analysis, businesses can identify pain points and areas of improvement in their processes. This could include optimizing website navigation, streamlining checkout processes, or enhancing customer support.

• Data-driven decision-making

The buyer journey map is a valuable source of data that businesses can use to inform their decision-making. Analyzing customer behavior, preferences, and feedback at each stage provides actionable insights. This data-driven approach enables companies to refine their strategies, allocate resources efficiently, and stay agile in a dynamic market.

• Maximizing customer lifetime value

Understanding the buyer journey goes beyond the point of purchase. Post-purchase stages of the journey, such as customer loyalty and advocacy, are crucial for maximizing customer lifetime value. Businesses that continue to engage and delight customers even after the sale are more likely to benefit from repeat business and positive word-of-mouth marketing.

In essence, the buyer journey serves as a roadmap for businesses to navigate the complex landscape of customer decision-making. It empowers companies to meet customer expectations, build lasting relationships, and ultimately drive sustainable business growth.

Buyer journey stages

The buyer journey consists of stages a potential customer goes through before making a purchase decision. All journeys are somewhat different, but it's possible to identify broad stages common to each. Let's explore these stages in detail:

• Awareness stage

This is the initial stage where the buyer becomes aware of a problem or need. They may not be aware of specific solutions yet.

Example: Someone realizes they need a new smartphone because their current one is outdated and struggles with performance.

• Research and discovery stage

At this stage, the buyer actively seeks information to understand and define their problem. They research potential solutions and gather relevant data.

Example: The individual might explore various smartphone brands, read reviews, and compare features to find the best fit for their needs.

• Consideration stage

At this point, the buyer narrows down their options and is evaluating specific products or services. They compare features, prices, and benefits.

Example: The person may be deciding between two or three smartphone models based on factors like camera quality, battery life, and overall performance.

• Decision stage

The buyer is now ready to make a decision and commit to a particular product or service. They might look for discounts, compare final prices, and explore additional incentives.

Example: The individual decides to purchase a specific smartphone model, adds it to the cart, and proceeds to check out.

• Purchase stage

This is the point of transaction where the buyer completes the purchase. It could happen online, in-store, or through various other channels.

Example: The person confirms the purchase, enters payment information, and receives confirmation of the order.

• Post-purchase stages

After the purchase, the buyer uses the product or service and forms their experience about it. This stage is crucial for customer satisfaction and potential loyalty.

Example: The individual starts using the new smartphone, and their experience is positive. They might leave a review, share their experience on social media, or consider the brand for future purchases.

• Loyalty and advocacy stage

There is an additional stage focusing on turning customers into loyal advocates. This involves fostering ongoing relationships, encouraging repeat business, and leveraging satisfied customers for viral marketing. This stage is often overlooked by businesses, and it's a mistake.

Example: The satisfied smartphone user recommends the brand to friends, engages with loyalty programs, and becomes an advocate for the product.

Read also: How to create a journey map step-by-step + examples

Understanding and visualizing these stages allows businesses to tailor their marketing, sales, and customer support strategies to address customers' specific needs and concerns at each step. It helps create a more personalized and effective approach, ultimately increasing the likelihood of conversion and building long-term customer relationships.

Buyer journey optimization

Buyer journey optimization involves refining and enhancing the various stages of the customer's path to purchase to improve overall efficiency, effectiveness, and customer satisfaction and experience. 

By strategically optimizing each stage of the journey, businesses can maximize conversion rates, build stronger customer relationships, and increase long-term loyalty. Here's a detailed exploration of buyer journey optimization with examples and potential outcomes:

• Data-driven analysis

Example: A company collects and analyzes data on customer behavior, interactions, and preferences at each stage of the buyer journey using analytics tools and customer relationship management (CRM) systems.

Outcome: Insights gained from data analysis help businesses identify patterns, pain points, and opportunities for improvement in the buyer journey.

• Personalized content and messaging

Example: Leveraging data insights, a business tailors its content and messaging to match the preferences and needs of specific buyer personas at different stages of the journey.

Outcome: Personalized content increases engagement and resonates more effectively with potential customers, leading to a higher likelihood of conversion.

• Seamless multichannel experience

Example: An e-commerce platform ensures a consistent and seamless experience for customers across various channels, including online platforms, mobile apps, and physical stores.

Outcome: A unified multichannel experience reduces friction, enhances customer satisfaction, and provides a cohesive journey regardless of the chosen interaction channel.

• Optimized website and user experience

Example: A company invests in user experience design , making its website intuitive, easy to navigate, and optimized for both desktop and mobile users.

Outcome: Improved website usability enhances customer satisfaction, reduces bounce rates, and encourages visitors to move smoothly through the buyer journey.

• Marketing automation

Example: Implementing digital marketing automation tools to deliver targeted and timely messages, such as personalized emails, based on customer behavior and interactions.

Outcome: Marketing automation streamlines communication, helps to nurture leads, and ensures that potential customers receive relevant information at the right moment in time, increasing the chances of conversion.

• Streamlined checkout process

Example: An e-commerce platform simplifies its checkout process, minimizing the number of steps required and offering various payment options.

Outcome: A streamlined checkout process reduces cart abandonment rates and friction during the purchase stage, leading to higher conversion rates.

• Post-purchase engagement

Example: After a customer makes a purchase, a business engages in post-purchase communication, seeking feedback, offering support, and providing additional resources or exclusive offers.

Outcome: Positive post-purchase engagement contributes to customer satisfaction, encourages repeat business, and fosters brand loyalty.

• Continuous iteration and improvement:

Example: Regularly reviewing analytics, customer feedback, and market trends to identify areas for further optimization and adjustment in the buyer journey strategy.

Outcome: Continuous iteration ensures that the buyer journey remains responsive to changing customer needs and market dynamics, maintaining high levels of effectiveness over time.

In summary, journey optimization is an ongoing process that requires a combination of data analysis, personalization, technological integration, and a customer-centric mindset. By strategically implementing these optimizations, businesses can create a more seamless, engaging, and efficient journey for their customers, ultimately driving higher conversion rates and long-term customer loyalty.

Buyer journey examples

Let's consider a couple of examples of buyer journeys in well-known companies, what they do to improve it, and how it works in practice.

Amazon and its seamless e-commerce experience

Even if you don't use Amazon products, you've definitely heard about them. 

Amazon excels in creating awareness through targeted ads, personalized recommendations, and a vast product catalog. For example, if a user searches for a specific product, Amazon's algorithms provide relevant suggestions, increasing the chances of discovery.

The product pages on Amazon are rich in information, featuring detailed product descriptions, customer reviews, and frequently asked questions. This assists customers in making informed decisions during the research stage.

Amazon leverages personalized recommendations and targeted emails to remind users about products they viewed or added to their cart. Special promotions, such as lightning deals, create a sense of urgency, influencing the decision-making process.

The one-click purchase option streamlines the decision-making process, offering a frictionless checkout experience. Amazon's transparent shipping and return policies contribute to the customer's confidence in their decision.

• Post-purchase stage

Amazon invests in post-purchase engagement through order tracking, delivery notifications, and follow-up emails. Additionally, their customer service is readily available to address any issues, enhancing post-purchase satisfaction.

HubSpot and its inbound marketing excellence

HubSpot is a comprehensive inbound marketing, sales, and customer service platform designed to help businesses attract, engage, and delight customers. And they do delight. 

HubSpot built a robust online presence through inbound marketing. Their blog, webinars, and downloadable resources provide valuable information, attracting businesses looking for marketing and sales solutions.

HubSpot offers free tools, such as CRM and marketing analytics, allowing users to explore and understand the platform's capabilities before making a commitment. Their educational content assists businesses in the research stage.

HubSpot's sales team engages with potential customers through personalized email outreach, offering product demonstrations, and addressing specific pain points. This approach helps businesses evaluate HubSpot's fit for their needs.

HubSpot's pricing transparency and scalable solutions cater to businesses of different sizes. They provide flexible payment options and a clear onboarding process, making it easier for businesses to decide.

HubSpot focuses on customer success through continuous education, regular updates on new features, and a vibrant community. They encourage users to maximize the platform's potential, fostering long-term loyalty.

These examples showcase how companies like Amazon and HubSpot strategically engage with customers at each stage of the buyer journey, leading to successful conversions and sustained customer relationships.

Buyer journey templates

Visual aids can often speak louder than words. Therefore, here are some templates for various scenarios. They'll be a great asset to your initiative.

• Case 1: A bicycle buyer journey, where a potential buyer, filled with excitement and a quest for the perfect bicycle, navigates the online realm in search of their two-wheeled companion.
• Case 2: An offline grocery buyer journey, where our persona embarks on the classic journey to the neighborhood supermarket, weaving through aisles in search of sustenance and delights.
• Case 3: A sneakers' buyer journey, where a persona sets out to find the ideal pair of sneakers, exploring the vast world of online options and paving the way for stylish strides.

Wrapping up

In unraveling the complexities of the buyer journey, we've delved into its definition, stages, and real-world examples. This journey is not merely a linear path from awareness to purchase; it's an intricate process that demands a nuanced understanding of customer behavior.

Key takeaways

• Businesses must align products, services, and marketing efforts with customer needs at each stage, fostering positive and engaging experiences.
• Analyzing the buyer journey provides valuable data for refining strategies, optimizing user experiences, and staying agile in a dynamic market.
• Building trust through consistent messaging, quality content, and positive interactions is crucial for establishing credibility and fostering long-term relationships.
• The journey doesn't end with a purchase; positive post-purchase experiences contribute to customer satisfaction, loyalty, and advocacy.
• Buyer journey optimization is an ongoing process involving data analysis, personalization, technological integration, and a customer-centric mindset.

As we navigate the ever-evolving landscape of consumer decisions, understanding and effectively leveraging the buyer journey is not just a strategy; it's a fundamental approach that can drive sustainable business growth. So, let's continue to unravel the layers of this intricate journey, adapting and refining our strategies to meet the ever-changing needs of our customers.

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What Is the Buyer’s Journey — and Why Should You Care About It?

Learn how to map out your buyer's journey to improve the path to purchase.

Erin Hueffner

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Today’s buyers are more informed than ever. In fact, 81% of reps say customers are conducting their own research before they ever connect with sales. Canned scripts and one-size-fits-all methods won’t cut it when dealing with savvy buyers — they want more detailed information, more personalized solutions, and a tailored sales approach. That’s why it’s so critical to understand the buyer’s journey. Once you know what a prospect needs to move from interest to purchase, you navigate the sales road with ease and close quickly.

Here’s how you get there.

What you’ll learn:

What is the buyer’s journey, what are the stages of the buyer’s journey, why is understanding the buyer’s journey important, how does the buyer’s journey relate to the lead funnel, how to tailor your sales process to the buyer’s journey, buyer’s journey example, drive pipe faster with a single source of truth.

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The buyer’s journey accounts for all the steps a customer takes to move from discovery for a product to purchase. This includes their behaviors and attitudes toward your brand and how they interact with your marketing and, eventually, your product or service.

This journey is typically segmented into three stages: awareness, consideration, and decision. Don’t assume, however, that every buyer steps through those three stages in 1-2-3 order every time. Buyers’ journeys often wind up taking very non-linear paths. We’ll get into that below.

As noted above, the buyer’s journey can be summed up in three stages. Each stage factors in the psychological state of the buyer, including their needs, behaviors, and decision-making processes. These help inform the actions a seller can take to move the deal forward. Let’s take a closer look at each one:

Awareness stage

Buyers at the awareness stage want something that solves a problem or meets a need, but they don’t know exactly what that is. They start to gather information about solutions, but this information is driven by knowledge of a specific product, service, or brand. Typically, this research involves online research or conversations with others dealing with similar problems/needs.

Tip: At this stage, it’s all about making a strong and credible first impression that lays the groundwork for a relationship based on trust and value. How? By focusing on solutions. Don’t pitch a product — solve a problem. This is when your marketing content, especially on social media, can shine. Video content is a great way to answer questions, provide examples, share testimonials, and deliver in-depth information that promises a helpful solution. As part of this, you’ll want to gently introduce your product — while keeping the focus on the solution it offers, not the features it includes.

Consideration stage

As buyers move into this stage, they are actively researching, comparing, and considering different options. Online shopping and review sites, social media, and email newsletters give customers multiple channels to explore. Take advantage of these by making them next steps in the buyer journey. If you find the buyer is engaging with awareness content like a blog post, for example, create a promo for a newsletter signup in the post to encourage continued engagement.

Tip: Engage potential customers in this stage by providing detailed, comparative, and solution-focused content like blog posts and personalized emails that highlight the unique benefits and features of your offerings.

Decision stage

By now, buyers understand their problem, have done their research, and are ready to make a purchase — but they haven’t crossed the finish line yet. Everything they’ve explored up to now, including price, value, features, benefits, customer reviews, and brand reputation, will be considered and factored into their final decision. The seller’s job? Package all of these as part of the original solution the buyer was looking for.

Tip: In this crucial stage, you want to address any remaining concerns and help the buyer make a purchase decision. To overcome objections , your interactions with customers should be persuasive, reassuring, and clear. Reinforce the value and benefits of your offering. Remember: Selling a solution rather than a product can help set you apart from competitors.

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More than just a throwaway sales concept, the buyer’s journey lets you see and understand the choices your buyers make at each stage of the sales process so you can meet their needs in the moment. Understanding the buyer’s journey can give you:

• Enhanced customer insights: Studying the buyer’s journey gives you a deeper understanding of your customers’ needs, pain points, and decision-making processes. This data then helps you create content and strategies that resonate with potential customers.
• Improved content strategy: By knowing what buyers think and want at each stage, you can create content that addresses specific concerns and questions. The right content can provide the guidance customers need to make informed decisions and can also help you field objections.
• Increased sales efficiency: With insights from the buyer’s journey, you can anticipate needs, counter objections quickly, and tailor pitches more effectively. You’re not just selling. You’re providing solutions and guidance at the moment the buyer is most receptive.
• Enhanced customer experience: When you anticipate and address needs at each stage of the journey, you deliver a smoother, more personalized customer experience. This not only increases the likelihood of conversion but also fosters loyalty, leading to repeat business and referrals.

Understanding the buyer’s journey is a key part of building lasting relationships with customers. It’s about moving beyond sales to build genuine connections based on trust and value and ensuring satisfaction at every touchpoint. This ultimately redounds to the seller’s benefit; with strong relationships and loyalty often come repeat sales.

The lead funnel and the buyer’s journey look at the sales process from different perspectives. The lead funnel represents the process from a seller’s or company’s perspective. It outlines the stages a seller walks through on the way to a close. In contrast, the buyer’s journey sees things from the customer’s perspective. It’s all about their experience on the path to purchase.

Aligning your sales process with the buyer’s journey ensures that you meet customer needs at each stage and can guide them toward a purchase decision without delays. Let’s combine what we’ve learned so far into actionable items:

Awareness stage actions

• Understand your audience: Identify and analyze your potential customers’ needs and behavior. Pro tip: Use your CRM to help! An AI-powered tool such as Sales Cloud Einstein can do a lot of the heavy lifting for you via prompt-based research.

• Generate awareness: Use educational content to draw prospects in and establish your brand as a credible source.

Consideration stage actions

• Provide more details product content: Offer comparative, solution-focused content that highlights your product’s benefits.
• Personalize communication: Tailor your interactions with information you’ve gathered about your potential customers.

Decision stage actions

• Address objections: Prepare your team to counter any concerns or objections with clear and compelling information.
• Simplify the purchase: Streamline the buying process, offer clear pricing, and be transparent about contracts.

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The buyer’s journey is not linear. It’s a fluid relationship between brand and customer. Here’s an example that illustrates this:

Raina wants to cut down on her bills and realizes there’s an opportunity to cut down her monthly entertainment spend. Rather than pay for streaming services and cable TV, she wants something that consolidates both.

To start, Raina maps out what she wants. She lists her must-watch shows and researches which streaming platforms offer them (awareness). She narrows her choices to two platforms, including one ad-supported and one premium service. She’s also thinking about adding a live sports package but isn’t clear on which packages carry her favorite teams’ games, so she contacts the streaming service companies for more information (consideration). After chatting with several sales representatives, Raina asks for a demo of one of the service’s sports add-ons. She and the rep discuss subscription plans and go over which games will be available for streaming.

Ultimately, Raina decides to subscribe to both streaming platforms without the additional sports package (decision). Lucky for her, she’s offered a free three-month trial of the live sports add-on at sign-up. After realizing how much she enjoys the add-on in the trial period, Raina decides to keep it.

In this case, Raina’s buyer journey doesn’t end after her purchase. Her experience with the streaming services will influence how she feels about the brands and shape her future interactions with them, including future purchases.

Map to the buyer’s journey for better outcomes

If you pay close attention to the buyer’s journey and deliver high value, your customers are more likely to stay loyal and explore other products in your portfolio, which means more sales. Remember, each interaction with a prospect is an opportunity to understand, engage, and nurture. By aligning your sales process with each stage in the buyer’s journey, you can increase sales while building long-term relationships.

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Erin Hueffner is a writer from Madison, Wisconsin. Her career spans two decades in tech, journalism, and content marketing. At Salesforce, Erin’s work focuses on sales fundamentals and best practice content for Salesblazers. Erin has a bachelor’s degree in English from the University of Wisconsin-Madison.

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Buyer Journey Mapping in 7 Easy Steps [EXAMPLES + TEMPLATE]

Apr 15, '22 / by Beth Carter

Editor’s Note: This blog post was originally written by Christina Bockisch and published in 2018. We have refreshed and updated the post to include more helpful examples!

I had just moved to Boston. In November. My legs were freezing, cold air was whistling up the back of my jacket and I couldn’t stop shivering.

I recognized I had a problem, so I turned to Google to do some research. I read a couple of articles and browsed some different styles of jackets. Soon I realized the best solution for me was a parka, instead of the warm-but-too-short jacket I currently had. So, I braved the Boston cold, went to multiple stores all over the city, and found a thick The North Face parka that saved me from freezing.

In other words, I completed my buyer’s journey.

In the story above, my buyer’s journey began the moment I realized I had a problem: I’m cold. I then went on to define my problem: My short jacket doesn’t keep my legs warm enough. Next, I identified a solution: I need a parka. And finally, I chose the right brand to solve my problem: The North Face.

It’s a simple example, sure. But whether you’re selling something as straightforward as winter jackets or as complex as SAP cybersecurity software, it’s important to understand how your potential customers think about their pain points as they move through this buyer’s journey and make their buying decision. This enables you to create content that directly aligns to each stage in that journey, which in turn enables you to deliver a far superior customer experience. And yet, it’s surprising how many B2B marketers ignore the buyer’s journey in their content strategy process.

What is the buyer’s journey?

The buyer’s journey describes the process your buyers go through as they become aware of a problem, evaluate potential solutions to their problem, and ultimately decide on the specific solution that’s right for them.

In marketing terms, we think of these stages of the buyer’s journey as:

• Awareness stage
• Consideration stage
• Decision stage

Awareness Stage

In the awareness stage, a person is experiencing symptoms of their pain point, but they don’t quite understand exactly what their problem is. Their goal at this stage is to help your customer more clearly define the problem they’re experiencing.

• I have a sore throat. Am I getting sick?
• I’m not getting enough traffic to my website. Why?
• Our production machinery is getting old. Is it time to replace it?

To create content that helps buyers in the awareness stage, focus on addressing pain points, challenges and goals at a relatively high level. Make sure the content is informative and resist the urge to start selling the buyer on your particular solution to their problem. Keep it low pressure.

Useful content like guides, blog posts, infographics, and quizzes will help your buyers wrap their heads around their pain points, so they can figure out what their next step should be.

Consideration Stage

In the consideration stage, the person understands what the problem is and begins researching possible solutions.

• I have all the symptoms of strep throat. Should I see a doctor, or should I try a home remedy?
• My website is not properly optimized for search engines. Would it help to start a blog?
• We should begin planning now to replace our machinery next year. What features of a new model will be important for us?

Businesses often struggle with creating consideration stage content because it feels like the right time to start promoting your business as the best solution. Don’t! Instead, the consideration stage is the perfect opportunity to serve up in-depth content that acknowledges different approaches that could possibly work for the buyer. Among these options, you can still (subtly) position your company as the best solution.

Consideration-stage content is also a terrific way to identify potential good-fit leads – the buyers who are right for your business and can benefit from product or service you sell.

Decision Stage

In the decision stage, the person has settled on a specific approach and is putting together a short list of vendors to possibly buy from. Their goal here is to narrow down that list and ultimately make a final buying decision.

• I think I should go to urgent care. Here are the urgent care centers near me that also accept my insurance.
• I would like to blog, but I need help. Here is a list of three agencies that might be a good fit for me.
• We need better production automation capabilities. Here are the models on the market today that offer what we need.

With decision-stage content, you can finally openly promote your product or service. Show how you solve your buyer’s problems and explain why your option is the best approach. Be honest yet humble, and wherever possible back up any claims with data. For example, rather than unprovable statements like “We are the best in the market,” instead try to be more specific: “We have a 4.9 out of 5 rating on this industry site” or “We helped Company XYZ grow by 50% last year.”

Data sheets, comparison blog posts, case studies, ROI calculators, and buying guides are powerful content for the decision stage.

An important note about the buyer’s journey stages

In an ideal world, every person would move through the buyer’s journey exactly the way I described above – in a straight line from awareness to consideration to decision. And as they move through that journey, they’d have all the information they needed to make a purchase decision once they arrive at the decision stage.

Unfortunately, real life is rarely so neat and tidy.

People today don’t always move through this journey in a linear fashion. Buyers are human. They’ll jump around, skip stages, and sometimes go backwards rather than forward. They can even get all the way to the decision stage only to realize they misidentified their pain point, which means they have to start the whole buying journey process all over again.

Your job as a marketer is to plan for as many of these situations as possible. The best way to do this is to create a content strategy that covers all the stages of the buyer’s journey. This will ensure that no matter where someone is in their specific journey, when they find your brand, they’ll find all the information they need to make an informed buying decision.

Related Content: Content With Purpose: How to Align Content to the Buyer’s Journey

7 steps for mapping the buyer’s journey.

Now that you have a better understanding of what the buyer’s journey is, here is a helpful buyer journey framework for you to follow when building your content strategy.

1. Define your buyer personas.

I think I say this every time I write a blog, but if you haven’t already created your buyer personas, stop what you’re doing and create them now. Seriously.

If you don’t know who your buyers are – and specifically if you don’t know your buyer persona’s challenges, questions, and goals they’re trying to accomplish – you’ll have a hard time creating a buyer journey map and accurately aligning your content to that journey.

For guidance on getting started with buyer personas, check out this post that highlights specific questions to ask during buyer persona interviews.

These sample buyer persona templates may also be helpful.

Okay, so let’s assume you have your buyer personas fully identified and documented. Now you’re ready to start building your journey map.

2. What are your most important buyer persona challenges?

To map the awareness stage of the buyer’s journey, first, identify the obstacles and problems that prevent your buyer from accomplishing their goals.

Next, think about how your buyer first begins to realize this obstacle or problem even exists. What challenges begin to emerge? What concerns do they begin to have? What puts this on their radar?

There will be a lot to think about here, so write it all down. (Side note: Now would be a good time to download the Buyer’s Journey Toolkit we provided above. Trust me, it’ll help tremendously.)

3. What are all the possible solutions to these problems?

To map the consideration stage of the buying journey, think about the different approaches your buyer might consider as they try to figure out how to solve their problem. After all, there’s usually more than one way to skin a cat. Is there a do-it-yourself approach? Are there off-the-shelf solutions? Or does the problem require something more specialized or customized?

As the buyer explores these different solutions, what questions will be top of mind for them? What concerns will they likely have?

4. What other companies offer your type of solution?

To map the decision stage of the buying journey, list the other companies that offer a type of solution comparable to yours. (I’ll admit that thinking about your competitors is no fun, but it needs to be done.)

What questions will your buyer have when they vet each of these competitors? How will they evaluate these options? Which features will be most important to their decision?

For example: Your buyer might quickly cross “do nothing” off the list. But they’ll also probably look closely at all their software options, looking at things like cost, functionality, and ease of use. They might conduct a few demos to get a feel for how the different software options work.

Similarly, they might start building a short list of IT service providers. They might look for case studies to see how the different service providers work. And they might even contact you for a consultation to see if you’d be a good fit for them.

5. Identify points of friction along the buyer’s journey.

Whew – you’ve mapped out the awareness, consideration and decision stages of the buyer’s journey. Congratulations! But your work isn’t done quite yet.

What might prevent the buyer from moving smoothly from one stage to the next? What challenges do they encounter during their journey? What might cause them to move backward? What might prevent them from making a purchasing decision?

And what can you do to ensure this doesn’t happen and that you’re providing the smoothest customer experience possible?

This is going to require you to think hard about what your buyers are actually doing rather than what you hope they’re doing. But by identifying these possible points of friction that might prevent a buyer from becoming a customer, you’ll be able to create content that truly helps and sells.

6. How does your existing content fit into this buyer’s journey?

You likely already have some content on your website, like blogs, ebooks, guides, consultations and more. Audit your existing content , and think about where each piece falls in in this customer experience map. Which content addresses pain points and challenges at a high level? Which content is focused on specific solutions? Which content proactively sells your business as the right partner?

Don’t rush through this step.

Once you have a good handle on what role your content can play, map each piece of content to the corresponding stage of the buyer’s journey.

7. Create new content to fill in the gaps.

Now that you know where your existing content fits into the buyer’s journey, identify any gaps. Many B2B marketers find they have a lot of awareness-stage and decision-stage content but that they don’t have enough consideration-stage content. Don’t stress – this is totally normal.

As you strategize how to fill in these content gaps, we recommend starting at the end of the buyer’s journey and moving backward. In other words, first create your decision-stage content, then consideration, and then awareness. This accomplishes two things: First, it helps you keep your eye focused on converting buyers into customers . And second, it ensures that for every new content piece you create, you already have a “next step” to point to.

For example, if you first create a decision-stage vendor comparison checklist and then you create a consideration-stage ebook, when a buyer downloads the ebook you're able to share your vendor comparison checklist with the buyer as a natural next step. But if you start by creating the ebook, you won’t have any next-step content ready to share with those buyers.

As you’re creating all this new content, continually refer back to your buyer journey map. Make sure each piece of content addresses the specific questions, challenges, and goals your buyers have at each stage of the game.

When you do this, you’ll provide helpful, valuable and relevant information that provides your buyers with the information they need when they need it and reduces friction along the way – ultimately leading to happy, satisfied customers who will turn into promoters of your brand.

Now that you know what the buyer’s journey looks like for your customers, it’s time to create content for each stage of this journey. Download our free editorial calendar template and start planning your content today!

Topics: Content Marketing , Strategy

Written by Beth Carter

I love to write and I'm a total grammar freak. I also passionately believe that conversational, approachable and insightful content can help people solve real problems and can make a real difference in the world.

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Customer journey map: How to visualize the buyer experience

El customer journey o recorrido del cliente es el camino que realiza el cliente desde que tiene una necesidad hasta que compra el producto o servicio. Mientras que el customer journey map es una representación visual de este viaje del consumidor. Sigue leyendo y aprende cómo crear un customer journey y utilizar un customer journey map.

If you skip to the end of a book, you’ll know where every character ends up. But without reading the middle, you won’t understand what took place. A story can’t occur with just a beginning and end—you need the journey between. The buying process is like a story. Analytics show you where each customer ends up, but to understand why they got there, you must examine the buyer journey. 

A customer journey map helps you visualize a customer’s experience from point A—their pain points—to point B—their purchasing decision. When you know what leads people to one decision versus another, you can tailor your business strategy accordingly.

What is a customer journey map?

A customer journey map is a tool that helps you track a customer’s behavior through the buying process. The map includes the customer’s thoughts and feelings about their problem, as well as the corresponding actions they take. 

Simply put, customer journey maps help you:

1. Identify and understand which customers are interested in your product or service.

2. Tailor your messaging so customers understand the benefits of your product or service.

What are the 6 components of a customer journey?

A customer journey map has six components that—when observed together—give you a clear picture of why a customer behaves the way they do. While these components are all relevant to a customer journey map, they don't necessarily happen in order.

The buying process: Start by outlining what you know about your customer’s buying process. How do they move from awareness to interest to eventual purchase?

Customer actions: Customer actions focus on the specific actions your customers take. This can include actions like reading an article, downloading an ebook, or requesting a sales demo.

Customer touchpoints: Different from user actions, touchpoints are company-focused. What does your company do to engage with your customers? These may include posting an ad on social media or distributing an email newsletter.

Emotions: For every action your customer takes, they’ll have a specific thought or feeling tied to that decision. Knowing these emotions provides the “why” for customer behavior. 

Pain points: Pain points drive a customer to purchase your product. They either have a problem to solve or want to fill a need in their life.

Expectations: Customers looking to fix their pain points will have certain expectations for what they’re seeking. This is how they narrow down their product search. 

When you analyze customer actions, make sure you’re taking all six elements into account. For example, emotions happen throughout the entire process, whereas pain points and expectations typically influence the buying process. 

How do you map a customer journey?

You’ll map the customer journey by working through each action your customer takes and assigning emotions to accompany them. Marketing and sales teams often use customer journey maps to assess their current strategies and improve them. You can also use customer journey maps when developing new marketing or sales campaigns. That way, your customer stays front of mind. 

Use the steps below to build a customer journey map. Consider the different stages of the user experience, from their first interaction with your company to their last. 

1. Set your map objectives

Any time you begin a new project or build a new tool, you’ll need to set objectives . When you know what you want to accomplish with your map, you can move through the development process with clarity. Your customer journey map objectives may include:

Determining why customers abandon their carts

Understanding what makes a customer commit to a purchase

Identifying areas where you can influence the customer journey

When setting objectives, pull together a cross-functional team to provide insight. Make sure to ask individuals on the sales, customer support, and marketing teams about how they perceive customer behavior. By incorporating everyone’s viewpoints, you can round out your goals and achieve greater success.

2. Create buyer personas

Buyer personas—also called customer personas—are fictional customers that represent your target audience . The persona profiles who the customer is, what they like and dislike, and their general motivations or frustrations. By looking at a buyer persona, you’ll have the information you need to tell your customer’s story. 

Target market: Women

Target audience: Mothers 

Buyer persona: Daniela Vargas, 32, married with one child.

The target market for your product may be women, but if you serve all women, you’ll still have various audiences. By building out a fictional persona, your team can more easily empathize with your potential customer and create messaging that’s relevant to them. 

Your marketing and sales teams likely have multiple buyer personas—one for each type of person who buys your good or service. After all, people have unique buying experiences depending on who they are. Therefore, you’ll need a unique journey map for every persona.

3. Label customer actions and touchpoints

Customer actions focus on every action the customer takes, while touchpoints are the vehicle for those actions. Touchpoints can include interactions before a customer finds your website or once they’re on your website. Use analytics from past customers to assess how the buyer from your target audience might interact with you online. 

Customer touchpoints outside of your website:

Social media posts

Email newsletters

Customer actions outside of your website:

Searches for your website on Google.

Navigates to your website from a paid ad on Google.

Clicks your website link from a social media post.

Navigates to your website from an email.

Opens your email but doesn’t take action.

Likes your social media ad but doesn’t go to your website.

Customer touchpoints on your website:

Website landing pages

Customer actions on your website:

Puts items in their shopping cart.

Stays on a page for a specific period of time.

Clicks an ad on your website. 

Leaves your website.

Abandons their shopping cart.

Completes a purchase.

Make a timeline of these touchpoints to use as the foundation of your buyer’s story. With this visual representation, write down each customer action associated with the touchpoints.

4. Map the customer journey

You should now have a timeline of how your customer got from their awareness of your product to their final action—whether they decided to purchase or something else. Divide the timeline into stages based on the buyer’s journey.

Stages of the buying process

Awareness: The customer realizes they have a problem that needs solving and determines that your product or service may be the solution. 

Consideration: The customer considers whether to buy your product or service.

Comparison: The customer may compare your product to others on the market.

Decision: The customer decides that your product is best. 

Purchase: The customer buys your product or service.

Retention: The customer likes your product or service and returns for another purchase.

Advocacy: The customer likes your product or service so much that they recommend you to others.

Your first three touchpoints may fall into the awareness stage, while the next two may move into the consideration stage. Not every customer will move through these stages seamlessly, but these transitions can show you where to improve. 

Fill in the story

To complete your journey map, write a step-by-step storyline to fill in the gaps between your touchpoints. Since you know the background of your persona, use what you know to explore what they were thinking when they initially searched for your product. If the customer abandons their cart, consider how they went from being interested to jumping ship. 

Add customer emotions

Your customer will have unique thoughts to accompany every action or situation of their journey. Put yourself in the customer’s shoes and try to understand how they feel. Emotions are hard to determine, but with support from your buyer persona, their touchpoints, and your storyline, you can make confident assumptions.

5. Evaluate your marketing strategy

Your completed customer journey map will show you turning points where a customer hesitated to buy your product or abandoned it altogether. For example, a customer that goes to your website but bounces quickly has made it to the awareness stage but may not move into the consideration stage. 

Assess what customers need to move between these stages and adjust your marketing strategy accordingly. In this scenario, ask the following questions:

How long did they stay on our website?

Did they move past the homepage? If not, why not?

What are the weaknesses in our homepage?

How could we improve our homepage to engage customers?

If a customer bounces from your website after viewing the homepage, then the first impression you’re giving them may not be strong enough. It’s possible that your homepage design isn’t intuitive or your content doesn’t stand out. By examining the turning points in your map, you can find ways to make the next customer’s journey more linear.

Customer journey map example

In this customer journey map example, Sally’s pain points are that she struggles to stay organized at work. As Sally makes her journey from problem to solution, there are various touchpoints that guide her. For example, she decides task management is a good solution because she’s heard success stories from friends. She then sees a social media ad for a project management software company that influences her to consider the company’s brand. Sally’s emotions throughout the buying process explain how she processed each step.

Company: Project management software company

Scenario: Sally needs a task management solution to get organized and improve her work performance. 

Expectations: Easy-to-use tool, holds her accountable at work, affordable solution 

1. Realizes she has an organization problem at work

2. Determines task management can solve the problem

Touchpoint: Word of mouth, radio/TV/print

Corresponding emotion: “I need to solve this problem.”

Consideration

3. Sees social media ad for task management software

Touchpoint: Online ads

Corresponding emotion: “This product looks interesting”

Comparison:

4. Compares software to others on the market

5. Reads user reviews of software

Touchpoint: SEO, blog

Corresponding emotion: “What tool best fits my needs?”

6. Decides your product is worth trying

Touchpoint: Customer reviews

Corresponding emotion: “Did other users like this product?”  

7. Goes to software website and signs up for trial offer

Touchpoint: Blog, website

Corresponding emotion: “This looks like the best option, I’ll try it."  

Retention/Advocacy

8. Purchases software once trial period is complete

9. Recommends software to coworkers

Touchpoint: Email, website, word of mouth

Corresponding emotion: “This tool is worth the investment. I should tell my team.”

What are the benefits of customer journey mapping?

Customer journey mapping is beneficial because it gives you a new perspective on how customers act, think, and feel when interacting with your brand. Other benefits include:

Inform your customer service: When you can see your customer pain points clearly, you can use them to better support customers and improve their experience. 

Eliminate ineffective touchpoints: The customer journey map will show you which touchpoints aren’t working. If a customer interacts with your brand but doesn’t move forward in the buying process, then you may need to adjust that touchpoint. 

Focus strategy on specific personas: The customer journey map helps you find a strategy that works best for one group. When you create a map for each target audience, you can customize your strategies for each one.  

Increase understanding of customer behavior: Understanding your audience is crucial to selling products or services. The journey map shows you how customers behave and gives you insight into why they behave that way. 

You can make maps for the current state of your customers or a predicted future state. Both types of customer journey maps can help you learn the customer’s perspectives.

Use a customer journey map to better understand your audience

Your maps can serve as a resource for marketing and sales teams. Once you create one, store it in an accessible place so others can reference it. When you keep your map digital, you can also change it as your audience changes. 

Work management software provides a central source of truth for your team and stakeholders. Whether you’re sharing your customer journey map or putting your improvements into action,  Asana  will keep your team on the same page.

Related resources

How Asana uses work management for organizational planning

How Asana uses work management to optimize resource planning

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Optimizing the buyer’s journey.

16 min read What are the different buyer’s journey stages? And how can you optimize all your potential solutions, from the awareness stage through to the decision stage? Here’s everything you need to know…

What is the buyer’s journey?

Whenever you buy something – whether it’s a big lifestyle purchase like a car, something for your business like a software suite, or even a fast-moving, disposable consumer product like a coffee – you never do so without having gone on what we call the buyer’s journey .

That journey may or may not be a conscious one, but either way, the particular cup of coffee you end up with, from a particular store, is the result of a bunch of external and internal factors all working to move you along a route – a route that ends with your buying decision.

Free Course: Understand and map the customer journey like never before

In other words? The various buyer’s journey stages describe the path along which people move towards making a purchase.

Buyer journey vs customer journey

Buyer’s journey and customer journey seem like incredibly similar terms, but there’s a big difference between the two, and they each require distinct focus:

The buyer’s journey describes the steps that lead up to a purchase decision but stops right there.

That means it’s all about persuasion and influence aimed at brand new customers. The customer journey, on the other hand, follows on from this, referring to the steps businesses can take to build relationships with existing customers.

In practice, that means adopting a focus on things like customer support and customer experience , as well as using existing customer data to create content marketing strategies that influence repeat decisions, recommendations, and customer loyalty.

In super simple terms, the buyer’s journey is all about saying “our product is great, you should give it a try,” while the customer journey is more about saying “remember that great experience you had with us? We’ve got more for you!”

Buyer’s journey stages vs the sales funnel

Similarly, the buyer’s journey is a different concept from the sales funnel. That’s because the former is all about a customer’s intent to purchase generally, while the latter relates only to their intent to purchase from you. Because of this, the traditional funnel typically has more steps, since you can track things specific to your organization – like leads and negotiations.

Buyer’s journey stages: How many steps are there?

As with all good journeys, the buyer’s journey has a defined beginning, middle, and end. It’s universally broken out into three stages: the consideration stage, the awareness stage, and the decision stage.

Let’s explore how this works…

How does the buyer’s journey work?

So how do those buyer’s journey stages actually flow? While they’re all slightly different depending on things like industry, target audience, and product type, some commonalities run through every single buying process.

Here’s what every stage of the buyer’s journey looks like:

1. Awareness stage | Buyer’s journey

This is the first stage of the buyer’s journey, and it often gets mixed up. In the sales funnel, awareness refers to a customer becoming aware that your company exists. In the buyer’s journey, however, things are slightly different. Here, the awareness stage really means that they have become aware of a pain point.

In a B2B environment , that might be that they’ve discovered their business is losing precious time and resource on an internal sales process that they think could be streamlined. In a B2C environment, perhaps they realize that their home-office chair makes their back hurt.

At this point, they won’t be exploring clear solutions, but rather they’ll be doing general research or asking around about the issue, intending to understand its scope better.

In the awareness stage, the buyer is aware of a problem:

“I have an issue with [X], I wonder if there’s something I can do about it.”

2. Consideration stage | Buyer’s journey

The consideration stage sees the customer move from basic research toward building a list of possible solutions. So from your point of view as a business, this stage is about showing how you can help resolve consideration stage buyers’ pain points in a way that builds confidence in the quality and competitiveness of your offering.

Using the examples described above, the prospective B2B customer has determined that either a better internal sales process software suite, or a package of training is the answer they need, and will use this stage to compare and contrast different options. The B2C customer has determined that they need either a new office chair or a standing desk solution.

In the consideration stage, the buyer is aware of possible solutions:

“One of these options will fix my problem.”

3. Decision stage | Buyer’s journey

At the decision stage, your potential customers will be making decisions on which products or services will work best for them. So, while the consideration stage was about building out solutions, here they’ve picked a solution and are now narrowing down actual products or services.

Again, with the examples above, the decision stage will see the B2B customer comparing sales process software pricing and reviews, while the B2C customer has a shortlist of new chairs to choose from.

A host of things ultimately affect their final decision, from price, features, and competitiveness, to reviews from others and overall brand reputation.

In the decision stage, the buyer is aware of providers and products:

“I’m either going to purchase [X] or [Y], depending on which one seems better.”

B2B vs B2C buyer journey

It’s worth keeping in mind that the buyer’s journey relies on different factors depending on whether you’re in a B2B or B2C market.

In the B2C market, potential buyers are usually individuals or families, with specific needs particular to themselves. So they might be most concerned with convenience, or their financial ability to buy your products or services.

That means relationships might be formed over a shorter period, resulting in sales and outbound/inbound marketing targeted at a very broad customer base via market segments or through buyer persona work.

In the B2B market, we think of the concept of a customer a little differently. Often there are up to ten stakeholders – from the executive buyer to the end-user – with varying interests, concerns, and goals. A B2B purchase decision is often carefully considered and scrutinized, with long-term use in mind, so relationships are sometimes formed over a longer period.

As such, your relationship will be built with more than just the final decision maker – it’s the connection you foster with all stakeholders that will make or break a sale.

Why should businesses care about the buyer’s journey?

Understanding the buyer’s journey is how you can insert your business and products as the solution to your customer’s needs at every step of the process. It’s an opportunity to be an obvious solution, even when customers aren’t even sure they need one yet.

Seizing those opportunities relies on outbound/inbound marketing efforts that land your messaging in different ways, for different times. If you can track the buyer’s journey against audience personas, you’ll be able to uncover unique needs and meet them with information that isn’t one-size-fits-all.

Some 96% of website traffic occurs during the first couple of phases of the journey before decision-making begins, and in the B2B space especially, people spend up to 90% of the decision journey educating themselves.

So it stands to reason that businesses can massively benefit by broadening their marketing and outreach efforts to include material that caters to people not yet at the decision-making part of the process.

For instance, relevant content marketing can be more powerful than advertising, if it hits at the right part of the journey. 80% of B2B decision-makers , for instance, prefer to get their information from a series of articles than from an advert.

Being able to provide that collateral is what will edge your business out ahead of your competitors.

Buyer Journey optimization

Analyst firm IDC famously once described the buyer’s journey as follows:

“The buyer journey is nothing more than a series of questions that must be answered.”

And if the buyer is asking questions – consciously or subconsciously – it’s your job as a business to be able to provide answers at every step of the journey. In practice, that means optimizing your marketing and advertising and looking to create content so that everything together can tell a customer, in no uncertain terms, that you’re the best solution.

It might seem initially complicated and time-consuming to split your marketing, advertising, website, social, sales strategy, and content strategy up into three chunks like this, but your potential customers will be interacting with your brand at each stage of the buyer’s journey (whether they realize it or not), and don’t necessarily want to be put off by stumbling onto something that attempts to force them into a sale.

Understanding that it’s a journey – and that you can be there at each step with something useful and relevant – is the key to success. Here’s how:

Buyer’s journey: Optimizing the awareness stage

In the awareness stage, the last thing people want is a pitch from sales reps or advertisement-heavy content. Instead, they need information that answers broader questions around their issue.

If we take the B2C example above of someone suffering from back pain while working from home, they might Google ‘is sitting all day bad for you?’ or something similar. As marketers and business owners, we need to create content that answers that question, without it being overtly advertorial.

In that sense, the awareness stage can be optimized by providing rich, SEO-friendly, relevant content around the broad-strokes topics your category frequently deals in. In this example, that might be a series of articles around the evolution of the home office, a video on best practices when working from home, and/or a webinar on home working ergonomics.

In social, that might also mean performing social listening to find people Tweeting or posting about their issue, and responding with links to helpful information – not necessarily that your business owns. Why? Well, because simply being helped is enough to form a positive association with your brand in their minds.

When it comes to advertising and more traditional marketing here, you’ll want to be very top line. Buyers in the awareness stage are more receptive to brand messaging and brand identity content, than “here’s a product you’ll love” messaging.

Buyer’s journey: Optimizing the consideration stage

During the consideration stage, we need to get personal. That means conducting market research to develop personas and using historical operational data to find out how each buyer persona can best be served.

If, for instance, people are coming to your site with a specific problem during the consideration stage, you can design the information and resources across your site to better funnel them towards a specific solution, without it seeming like a race to the checkout basket. Think about the omnichannel steps each persona uses on their buying journey, and meet them there.

That might mean using paid search ads against specific keyword terms or designing information flows that educate on the way towards decision-making. The balance is in creating educational pages, posts, and resources that fully convey your solution as one of many, without it feeling like a pitch from a sales team.

When it comes to consideration stage content, case studies are a great way to tick that box, as they help put your prospective customer in the shoes of a real person who has had a similar problem to them.

Buyer’s journey: Optimizing the decision stage

In the optimization stage, we can get right to the point. Here, you need to be sure your product or service messaging is crystal clear in terms of benefit, features, and price – especially as to how it compares to your competitors.

This is a great stage to leverage third-party reviews; if you know your company has had praise on sites like TrustPilot, that should be integrated into your website. If you have customers that you know are loyal and satisfied, post testimonials from social media or CSAT or NPS surveys .

This is also where a B2B lead generation strategy comes in. If you provide gated assets or collect information from any other means, formalize a process by which your sales team can contact these leads and offer to show them how your product works and what it can do for them.

You need to be able to create content across every touchpoint – website, social media, in-store, on the phone – that creates a compelling package and leaves potential customers in no doubt that your product will solve all their problems and then some.

Buyer’s journey: Making customers feel understood

Whether you’re looking at the buying journey, the customer journey, or a funnel that generates leads, the most important thing is to ensure that prospective and existing customers feel listened to and understood.

With today’s customers preferring to interact with brands on a multitude of channels, as well as to self-teach and zig-zag around different information sources, the best way to make them feel understood is twofold:

1.    Perform a thorough journey mapping audit

2.    implement a comprehensive experience management suite.

It’s only when you can listen to everything customers say (online, in-app, or on the phone) alongside data that shows audience and persona behavior that you’ll be able to make meaningful actions that strengthen your brand’s offering.

How to map the B2B buyer journey

Get that right and you’ll be able to retain customers, foster brand loyalty, and decrease churn.

How Qualtrics can help

The Qualtrics Experience Management Platform™ is built to enable that powerful workflow, bringing real-time and historic data together to proactively suggest actions and changes that can help influence purchasing journeys on an individual basis, no matter the stage. Click here to learn more .

Understand and Map the Customer Journey Like Never Before

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How to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, customer journey management 14 min read, request demo.

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The Buyer's Journey: Unlocking Success, One Stage at a Time

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It’s about the journey, not the destination. 

Understanding buyer journey stages empowers marketers to deliver the right message at the right time. Using buyer journey stages as part of a greater marketing strategy is like having a treasure map that guides brands toward measurable success, one stage at a time. Not only will you be able to increase conversions and create exceptional customer experiences through marketing but you’ll also make it possible to boost engagement with enviable specificity. 

Without further ado, here’s everything you need to know about what the buyer journey stages are and how to maximize their potential. 

Buyer’s Journey 101: Definition, Stages, and More

For a marketer, to say understanding the buyer's journey is important is an understatement. 

Here’s why:

The number one reason why marketers need to care about the buyer's journey is that it makes it possible to understand their customers' needs, behaviors, and motivations throughout the entire purchasing process. 

By understanding the buyer's journey, marketers can create a more effective inbound marketing strategy that targets potential customers with the right content strategy, at the right time, and in the right format. 

This not only increases the likelihood of converting leads into customers but it also helps to build trust and loyalty with existing customers. This is becoming more and more critical. As Salesforce’s 2022 State of the Connected Customer finds, “88% of customers believe trust becomes more important in times of change”.

All of that to say, in today's competitive marketplace, understanding the buyer's journey is crucial. Not only does it help with staying ahead of the competition but it’s also fundamental for achieving long-term business success more than ever before. 

So what is the buyer journey, really? 

The buyer's journey is the process that a potential customer goes through when they become aware of, consider, and decide to purchase a product or service. Understanding the buyer's journey allows marketers to create more effective content marketing strategies and target their ideal customer .   

The main buyer journey stages

The buyer's journey is often described as having three stages: the awareness stage, the consideration stage, and the decision stage. But it really all depends on who you ask. 

Some experts have claimed that the buyer's journey actually has four distinct phases. Then there are the thought leaders who say it actually includes six life cycle stages instead. 

So what’s really going on here and why can’t we all just agree on a number? 

Simply put, the concept of the buyer journey is a jumping-off point for a few different marketing and sales models . The terms stages, phases, and life cycles are often used interchangeably which only adds to the confusion. The model and terms you use to define your own buyer journey stages will be unique to your account-based strategy at the end of the day. 

To focus our discussion, we are going to focus on the four universally agreed upon buyer journey stages. You’ll find these exact concepts at the root of every buyer journey model. 

Here’s what they are and what you can expect from buyers at each stage plus illustrative examples of each:

Stage 1: Target 🎯

In the Target stage, marketers identify and prioritize target accounts based on various criteria such as company size, industry, and buyer personas.

Here is a general overview of what buyers might do during the target stage including examples of actions a buyer might take: 

• Identify their needs. Buyers begin by identifying their specific needs or challenges. They assess their current situation and recognize the gaps or opportunities that need to be addressed.
• Define key goals. Once the needs are identified, buyers establish their goals and objectives. They determine what they want to achieve by addressing those needs and what outcomes they are looking for.
• Research options. Buyers engage in research to explore various options and solutions available in the market. They gather information from different sources such as online searches, industry publications, social media, and recommendations from peers or colleagues.
• Seek out recommendations. Buyers often seek recommendations and advice from their professional network or trusted sources. They may reach out to colleagues, industry experts, or online communities to gather insights and opinions on potential solutions or vendors.
• Evaluate alternatives. During this stage, buyers compare and evaluate different alternatives or providers that can meet their needs. They assess features, benefits, pricing, customer reviews, case studies, and other relevant information to make an informed decision.
• Engage with your content. Buyers consume various types of content during their research process. This includes blog articles, whitepapers, e-books, videos, webinars, product demos, and other resources provided by vendors or industry influencers. They use this content to gather insights, understand capabilities, and assess the suitability of solutions.
• Attending events or webinars you host. Buyers might attend industry events, conferences, or webinars to gain a deeper understanding of the available solutions and engage with subject matter experts. These events provide opportunities to ask questions, interact with vendors, and gain valuable insights.
• Look for proof. Buyers look for proof points and validation of a solution's effectiveness. They may seek case studies, customer testimonials, or success stories to understand how other organizations have benefited from a particular solution.
• Request demos or start trials. As buyers narrow down their options, they may request product demos or trials to gain hands-on experience with the solutions they are considering. This allows them to assess usability, functionality, and fit for their specific needs.
• Engage with sales reps. Towards the end of the target stage, buyers may engage with sales representatives to ask questions, seek clarifications, or negotiate terms. Sales reps provide personalized guidance and address any concerns or doubts the buyers may have. 

Stage 2: Engage 👩‍💻

In the Engage stage, marketers begin interacting with target accounts through various channels, such as email, social media, and display advertising.

A buyer in the engagement stage of the buyer's journey might do one or more of the following: 

• Contact sales. Buyers reach out to the sales team of the chosen vendor or provider to initiate direct contact. This can be done through phone calls, emails, contact forms on the website, or scheduling meetings or demos.
• Request additional information. Buyers may request further information about the product or service, such as detailed specifications, pricing, implementation process, customization options, or support services. They seek to gather all the necessary details to make an informed decision.
• Participate in demos. Buyers engage in product demonstrations provided by the vendor. They actively explore the features, functionalities, and user interface of the solution to determine if it meets their requirements and expectations.
• Evaluate proposals. As part of the engagement stage, buyers review and evaluate proposals or quotes provided by the vendor. They carefully assess the pricing, terms and conditions, contractual agreements, and any additional services or packages included.
• Review case studies. Buyers often request references or case studies from the vendor to gain insights into the experiences of existing customers. They seek validation that the vendor can deliver on their promises and meet their specific requirements.
• Consult with stakeholders. During the engagement stage, buyers may involve other stakeholders within their organization to gather additional input and perspectives. This can include decision-makers, department heads, IT professionals, or other relevant parties who will be impacted by the purchase.
• Address concerns or objections. Buyers might raise concerns, objections, or questions regarding the solution or the vendor. They engage with the sales process to address these concerns, clarify doubts, and ensure that all issues are adequately resolved.
• Negotiate terms. In the engagement stage, buyers may engage in negotiations with the vendor to discuss pricing, contract terms, customization options, or other aspects of the purchase. The goal is to reach a mutually beneficial agreement that meets the buyer's needs and fits within their budget.
• Seek proof of value. Buyers may ask for additional evidence or demonstrations of the solution's value. This can include requesting a trial period, conducting pilot projects, or seeking specific metrics or data that demonstrate the solution's impact and return on investment.
• Secure internal approvals. Buyers may need to obtain internal approvals or budgetary sign-off from relevant decision-makers or departments within their organization. This buying process involves presenting the proposed solution, its benefits, and the associated costs to gain buy-in and move forward with the purchase.

Stage 3: Convert 🤝

In the convert stage, marketers focus on converting engaged accounts into customers. They will typically provide leads with personalized and relevant content such as case studies, whitepapers, and product demos. Each piece of content can and should be linked to a specific stage of the buyer’s journey, especially this one. 

Here are some examples of what someone might do during this buyer journey stage: 

• Make the purchase. The primary action in the convert stage is the buyer completing the purchase transaction. This can involve placing an order, signing a contract, or making a payment to officially become a customer .
• Finalize contractual agreements. If applicable, the buyer may work with the vendor or legal team to finalize and sign contractual agreements, ensuring all terms and conditions are agreed upon and legally binding.
• Arrange payment. Buyers take necessary steps to arrange payment for the product or service. This can include submitting payment information, initiating wire transfers, setting up payment plans, or other payment-related activities as per the vendor's requirements.
• Provide necessary documentation. In certain cases, buyers might be required to provide specific documentation, such as business licenses, tax forms, or other legal paperwork, depending on the nature of the purchase or the vendor's requirements.
• Participate in onboarding or implementation. Depending on the complexity of the product or service, buyers may engage in an onboarding or implementation process. This involves working with the vendor's implementation team to set up and configure the solution, integrate it into existing systems, and ensure a smooth transition.
• Attend training or orientation sessions. Buyers might participate in training or orientation sessions provided by the vendor to familiarize themselves with the product or service, its features, and best practices. This helps ensure that the buyer can effectively utilize and maximize the value of their purchase.
• Provide feedback or reviews. After the purchase, buyers may provide feedback or reviews regarding their experience with the vendor or the purchased product or service. This feedback can be shared directly with the vendor, posted on review platforms, or shared within industry communities to help other potential buyers.
• Consider cross-sell or upsell opportunities. During the convert stage, buyers may be presented with additional cross-sell or upsell opportunities by the vendor. This involves considering and potentially purchasing additional products, services, or upgrades that complement or enhance the original purchase.
• Refer or recommend your product. Satisfied buyers may refer or recommend the vendor or the purchased solution to their colleagues, friends, or professional network. They might provide testimonials, participate in case studies, or share positive experiences to help generate further business for the vendor.
• Engage with customer support. After becoming a customer, buyers may interact with the vendor's customer support or service teams for ongoing assistance, troubleshooting, or to address any questions or concerns that arise post-purchase.

Stage 4: Advocate 📣

Finally, in the Advocate stage, marketers encourage satisfied customers to promote their products or services to others through referrals, reviews, or testimonials.

Some actions a buyer in the advocate stage of the journey might take include: 

• Provide testimonials. Advocates may offer to provide testimonials or success stories that highlight their positive experience with the vendor or solution. These testimonials can be used by the vendor in marketing materials, websites, case studies, or social media campaigns to build credibility and attract new customers.
• Write reviews. Advocates might write reviews on platforms such as review websites, social media platforms, or industry-specific forums. These reviews help potential buyers gain insights into the quality, benefits, and performance of the product or service from a customer's perspective.
• Refer friends or colleagues. Advocates often refer the vendor or solution to their friends, colleagues, or professional network who might have similar needs or challenges. They actively recommend the vendor, providing personal endorsements and encouraging others to consider the same solution.
• Participate in case studies. Advocates may volunteer to participate in case studies or customer success stories . They share their experience, the challenges they faced, and how the vendor's solution helped them overcome those challenges. Case studies serve as valuable marketing assets that demonstrate the real-world value and impact of the solution.
• Speak at your events or webinars. Advocates may be invited to speak at industry events, conferences, webinars , or user groups to share their firsthand experience with the vendor's solution. By speaking about their success and the benefits they've gained, they inspire and influence others who are considering similar solutions.
• Provide referrals. Advocates actively refer potential customers to the vendor or facilitate introductions between interested parties and the vendor's sales team. They leverage their network to help connect potential buyers with the vendor, acting as trusted intermediaries.
• Engage in online communities. Advocates actively participate in online communities, forums, or social media groups related to their industry or the specific solution. They share insights, answer questions, and provide advice based on their experience, helping others in the community make informed decisions.
• Provide feedback. Advocates continue to provide feedback to the vendor to help improve the product or service. They share suggestions, feature requests, or insights that can contribute to future enhancements and updates, demonstrating their ongoing commitment to the vendor's success.
• Renew contracts or expand usage. Advocates continue to renew their contracts or subscriptions with the vendor, indicating their ongoing satisfaction and loyalty. They may also explore opportunities to expand their usage of the solution, such as upgrading to a higher-tier plan or adding additional features or modules.
• Celebrate shared success. Advocates celebrate their own success achieved through the vendor's solution. They may share their achievements, milestones, or ROI metrics with the vendor and the wider community, reinforcing the positive impact of the vendor's offering.

As you can see from the examples above, there is some overlap between each of these buyer journey stages. However, each one is distinct and serves its own purpose, which makes it important to target and track them throughout the process. 

How to track each stage of the buyer journey

In a nutshell: learn how to track events . 

Events are specific actions that a prospect takes during the customer journey. For example,  visiting a website, filling out a form, or attending a webinar are all potential events. By tracking and analyzing these events, marketers can gain valuable insights into a prospect's interests and behavior. From there they can adjust their account-based marketing strategies accordingly to better suit the needs of the buyer at that very moment. 

Today’s Unique Buyer Journey Challenges (and Solutions)

The days of marketing and sales controlling the buyer's journey are over. At least that’s what the 2022 DemandGen report says.  

Buyers now rely on self-service as well as anonymous buying journeys, peer recommendations, and social media insights to make purchasing decisions. When it comes to demand gen, the rise of buying groups and committees (consisting of members from various departments) is highlighted as a crucial component of the modern buyer's journey. 

The other key trends in buyer behaviors revealed…

the need to expand of the buyer's journey

an emphasis on meeting buyers' desire for anonymization while providing relevant outreach

strong preferences for peer reviews

the need to strike a balance between self-service and sales outreach

Not sure how to fit all of this into the various buyer journey stages in an effective and scalable way? You’re not alone. Achieving the solutions to these major pain points is one of the reasons why many smart marketers are now exploring account-based marketing. 

How B2B Marketers Can Effectively Target Buyer Journey Stages

The traditional funnel model focuses on moving customers through a linear progression from awareness to purchase. However, given what we know about today’s marketplace, this is no longer sufficient. Instead, companies must adopt a more holistic approach that considers the entire customer lifecycle , from awareness to advocacy. Marketers will need to map out the customer lifecycle in order to do this. 

Companies can improve overall customer experiences simply through mapping out the customer lifecycle and understanding the needs and pain points of customers at each stage. This single shift can lead to increased customer loyalty, higher retention rates, and ultimately, increased revenue.

The following is a framework you can use to effectively implement ABM strategies and improve ROI for each of your buyer journey stages:

Identify target accounts. This step involves researching and selecting the specific companies that are the best fit for your product or service.

Create account profiles. This step involves building detailed profiles of your target accounts, including information such as company size, industry, key decision-makers, and pain points.

Define the account journey. This step involves mapping out the stages that a target account goes through on its way to becoming a customer. This includes identifying touchpoints and creating content that is tailored to each stage of the journey.

Measuring success. This step involves setting KPIs and metrics to track the success of your ABM efforts, such as engagement rates, conversion rates, and revenue generated.

You can create your own outline using these key points or streamline the process using a DIY account journey template . 

Frequently asked questions on buyer journey stages:

Create an exceptional buyer’s journey experience for your target audience.

In today's competitive marketplace, grasping the buyer's journey is crucial for staying ahead and achieving long-term business success. Marketers can adapt their strategies to meet the evolving needs and behaviors of buyers simply by targeting each stage of the buyer’s journey. 

At the end of the day, embracing the complexities of the modern buyer while adopting agile and omnipresent account-based marketing strategies will make it possible for organizations to drive meaningful results. And better results mean better experiences for the buyers on that journey. Talk about a win-win!

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How to Align Your Sales Process with the Buyer’s Journey

Part of improving sales enablement and maintaining a strong  customer-focus  is being aware of the buyer’s journey and how it aligns with your  sales process .

Once your reps are able to connect the two they can:

• Improve the buyer experience
• Build value for your product or service
• Increase win rate, and
• Move prospects more quickly through the sales funnel

What is the Buyer’s Journey?

As your salespeople are progressing through the stages of the sales process, their prospects and customers are on their own path—the buyer’s journey.

The  buyer’s journey  is the process buyers go through to become aware of, consider and evaluate, and make a decision to purchase a new product or service.

Sales and marketing teams that follow an inbound marketing strategy develop  buyer personas , which can help an organization map out the buyer’s journey in detail.

Your buyer’s journey will be unique depending on the solution you provide and your team’s marketing strategy, but most can be generalized as having 3 stages:

• Awareness Stage
• Consideration Stage
• Decision Stage

How to Align Your Sales Process with the Buyer’s Journey

Knowing where a prospect is in the buying process can help the salesperson to ask the right questions, solve the right problems, and move the prospect to the next step of the journey in the sales cycle.

Using a consistent, buyer-focused  sales process  allows your sales reps to quickly identify where a prospect is on the buyer’s journey, and meet them in the correct step of the selling process. (It can even help them move a prospect backwards, if necessary, which we’ll cover in this post.)

To align your sales process with the buyer’s journey, let’s define what activities or actions the prospect or client is taking during each stage of their journey.

Awareness Stage  – The buyer is beginning to realize there is a need or a challenge to be solved

Consideration Stage  – The buyer is beginning to research available options and gather necessary info

Decision Stage  – The buyer is deciding whether to make a purchase, and if so, from which provider

Steps to Align Your Sales Process with the Buyer’s Journey

Step 1: begin with the investigate step.

When a sales rep  acquires a lead , their first step should be to begin investigating. This thorough research should be the first stage in any sales process, as it allows a sales rep to gather all available information on leads upfront.

Once the investigation step is complete, your reps will begin initial sales conversations, and should adapt their communication approach to match the prospect’s  buying behavior style .

Step 2: Identify Where the Prospect Is in the Buying Journey

Through the  questioning stage , your sales professionals can determine where the prospect is in the decision-making process.

Is this a cold call, or a follow-up? Is the prospect actively seeking a solution? Are they comparing options?

Sales leaders should coach their sales team to ask the right  sales probing questions  to uncover pain points and other relevant information. For example:

“What have you tried in the past, and how has that worked out?”

When a salesperson asks this question, they can determine where the prospect is on the buyer’s journey, and identify any competitors the prospect may have experience with.

Step 3: Move the Buyer Backwards (if necessary) to Make a Collaborative Diagnosis

Most buyers today go through a large portion of the buyer’s journey before ever coming in contact with a salesperson.

This can make a sales rep’s job even harder, because often the prospect has self-diagnosed their issue.

In a perfect world, your prospect and salesperson would work together to collaboratively diagnose the issue – making it easier for your rep to present their solution as the best choice.

If the prospect has already self-diagnosed their issue, coach your reps to raise thought-provoking questions. For example:

Your sales rep is in a conversation with a prospect looking to make a purchase of dental equipment. The prospect has expressed his need for new equipment with the most up-to-date technical features to keep up with the competition.

Your rep might ask,

“Have you considered that the number one request from patients is to be in and out of the dentist office quickly?  With that in mind, you may want to take a look at the efficiency of your current equipment…”

A question like this can immediately position the sales rep as a strategic advisor in the buyer’s eyes. It can also move the buyer back in their buyer’s journey to a place where the rep is more in control—and able to add value to your company’s product or service.

From this point, your sales rep and the prospect can make a collaborative diagnosis of the challenge—giving your rep a greater chance of closing the sale. They can focus on selling value, instead of responding to a request for a quote.

The Importance of Aligning Your Sales Process with the Buyer’s Journey

Aligning your sales process with the buyer’s journey helps your reps better connect with potential customers and establish trusting relationships.

If your reps are able to achieve alignment between the two, they’ll better understand how buyers make decisions, and will be able to quickly  qualify  or disqualify prospects—so they don’t waste time chasing the wrong type of business.

A flexible, buyer-focused sales process like  IMPACT  allows reps to meet buyers where they are on their purchase journey and interact in a way that enhances their positioning and moves them closer towards the sale.

Read the full ATCOM case study  here . 

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The Sales Training Buyer’s Interview Guide

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Michelle Richardson

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The Ultimate Guide to the B2B Buyer’s Journey

What's on this page:.

The B2B buyer’s journey has changed.

Gone are the days of traditional sales tactics; buyers are more clued-up on products and services than ever before.

This presents a challenge to B2B salespeople and marketers. How can they guide prospects from awareness to purchase when so much information is freely available and influences decision-making?

In this blog, we’ll decode the modern B2B buying journey and show you how to redefine your sales and marketing strategies for this new era.

Scroll 👇 for the ultimate guide to the B2B buyer’s journey.

What is the B2B buyer’s journey?

HubSpot de fines it a s:

"The process buyers go through to become aware of, evaluate, and decide to purchase a new product or service."

In a nutshell, it’s a series of steps a buyer takes from first recognising they have a problem to ultimately selecting a solution that best solves that problem.

We’ll explore the different stages of the buyer’s journey later, but first...

Why is the buyer’s journey important in B2B?

When a buyer turns up for a product demo, they already know lots about it. They’ve already done their research, Googling your brand and comparing it to the competition.

This is backed up by the statistics. According to Sirius Decisions , 67% of the buyer’s journey is now done digitally!

What does this plethora of online info mean for sales?

It means that it’s very easy for buyers to collect information independently. And that means your outbound sales reps have fewer opportunities to influence their decisions.

In fact, Gartner research finds that when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers.

And if you consider that they compare multiple suppliers, the amount of time they spend with your sales rep may only be 5-6%.

SaaS sales leaders often attribute this lack of customer access to a failure on the part of sellers to deliver enough value in their outreach and demos.

However, the problem is rooted far less in reps’ struggles to sell and far more in customers’ struggles to buy.

The typical buying group for a complex B2B solution involves 6-10 decision-makers; each armed with 4-5 pieces of information they’ve gathered independently.

At the same time, there are more options and solutions for buying groups to consider; new B2B technologies , products and services emerge every year.

These factors make it increasingly difficult for customers to make purchases. In fact, more than three-quarters of the customers Gartner surveyed described their purchase as very complex or difficult.

Understanding the B2B buyer’s journey is crucial to solving this problem and making your B2B sales process smoother.

Once your reps know who your buyers are, what they’re looking for and where they’re looking, they’ll be able to...

• Improve the buyer experience.
• Build value for your product or service.
• Increase their win rates.
• Move prospects quickly through the sales funnel .

How does the B2B buyer’s journey differ from B2C?

1. you sell to teams, not individuals.

A B2B buyer’s journey is unique in that, a B2B customer is often more than a single customer.

In B2B, you’re selling to an entire team or group of people, all of whom might have input in the purchase decision.

According to a study, 79% of B2B buyers said there are 1-6 people involved in the purchase process. Hence, the decision-making process is longer and more tedious.

This is a clear contrast with the B2C buyer’s journey, where the buyer is often an individual and the purchase decision is faster.

2. The deal sizes are bigger

B2B transactions are typically larger, both in terms of deal/order size and total revenue per customer.

These deals can take a lot longer to develop. But when they do, you often make a lot more money on each sale.

This also means that, as compared to B2C companies, you can be more choosy and afford to pay more to acquire each B2B lead . You want to make sure they’ll be the right fit for your business.

3. The sales cycles are longer

Most B2C purchases throughout the course of a year fall in the ~$100 range. And these can often be made on impulse without too much thought, research, or in-depth analysis.

It’s the complete opposite in B2B.

When you sell a large deal to a big team of decision-makers , the inevitable result is longer sales cycles. The average B2B buying cycle is 6-12 months; this is much longer than B2C.

That means you need a much slower ramp from attention to interest to purchase. You have to break down your B2B marketing and sales strategy into bite-sized chunks that can be consumed over the course of a few months.

The trick is to provide upfront education and value that convinces all the decision-makers to get on board. In other words, you need a logical progression of micro-conversions to seamlessly lead people from one step to another.

4. B2B is more emotional

On the surface, it seems like B2B decision-making would be more logical, while B2C is more emotional. However, that’s not the case.

According to this study conducted by Google, Gartner and Motista , on average, B2B customers are significantly more emotionally connected to their vendors and service providers than B2C customers.

And according to Bain, B2B offerings provide their customers with 40 distinct kinds of value . Some of these revolve around logical decisions (does it offer the features I need? Do I have the budget for it?).

But after that, it becomes more about who’s a better ‘fit’ than which one provides the lowest price. This represents an emotional decision on the part of the B2B buyer.

What are the stages of the B2B buyer’s journey?

From a high-level perspective, the B2B buyer’s journey consists of a three-step process:

• Awareness Stage: the buyer realises they have a problem.
• Consideration Stage: the buyer defines their problem and researches options to solve it.
• Decision Stage: the buyer chooses a solution.

When we compare the buyer’s journey vs the traditional sales process, it’s easy to spot where many sales teams fall down.

Too many reps focus on automation and delivering generic, product-based messaging. Instead, they should learn how to guide buyers through their journey.

To improve your sales effectiveness , you have to invest time in your process. Good product knowledge is important, but more so is knowing which stage in the journey your buyers are at and how you can move them onto the next stage.

Now, let’s deep dive into each stage and see what you can do to align your sales process to the buyer’s journey 👇

Aligning the sales process to the buyer’s journey – in 6 easy steps

1. create an awareness of need.

At this early stage, the buyer recognises they have a problem. They identify a challenge they want to solve or an opportunity they want to pursue.

They also ask themselves if the need is significant enough to warrant action.

An example could be: “I need to improve the quality of my sales data .”

Marketing’s job is to create awareness of your product, service, or company. They must educate buyers about their product and how it helps.

To do this, they should create content focused on your buyer’s pain points - not on your own product or brand.

The best sales professionals don’t wait for the buyer’s journey to start — they start it themselves!

For instance, in order to enter the discussion in this early part of the journey, you can take cues from issues affecting your industry.

Post your thoughts about them on social media; this will build up awareness of your product and make potential clients trust you as a source of information.

2. Educate your buyers

Once your buyers acknowledge they have a pain point, then the research begins.

The first stage of research begins with general, broad search terms as buyers explore their options. At this stage, they typically look for educational material, customer reviews, online courses and testimonials.

As they do some research, they’ll begin to understand what does and doesn’t meet their needs. At this point, they might eliminate some of the vendors who don’t provide the functionality or service they’re looking for. Eventually, they’ll narrow their focus to just a few competing companies.

In this stage, they also define...

• The desired outcomes they want from a new vendor or provider.
• Which stakeholders will be involved in the buying decision.
• How they’ll measure success in the short and long-term.

They often use this information to draft an RFP and establish a budget.

Educational content like whitepapers, reports and surveys are critical at this stage. Make sure you have these types of resources on your website.

Use a marketing automation tool and build lead nurturing campaigns to gradually deliver this content to your prospects.

Sales professionals must engage with B2B prospects at this point.

Because this is the stage where buyers evaluate options and draw up shortlists.

Approach likely prospects with the educational content developed by marketing. Demonstrate how your product/service delivers results that exceed the competition. Case studies and other social proof are very useful here.

How has the B2B buyer’s journey changed? Watch this discussion from Cognism’s marketing leaders to find out 🎬

3. Qualify your buyers

At this stage, buyers have clearly defined their goal or challenge and have committed to addressing it.

Once they’ve narrowed down their choices to just a few companies, they’ll return to the research stage. This time, they’ll dive even deeper into each company’s offerings, reviewing how they address their pain points.

In this buying journey stage, they’ll reach out to sales reps for further inquiries or to sit in on personalised product demos . Your buyers will want to really drill down into the features that matter to their teams.

At this point, more stakeholders will likely enter the picture. This brings more biases and diverging opinions into the mix.

As a result, priorities might change along with decision criteria and requirements. ROI usually enters the discussion at this stage.

As your buyers continue their research, you should update their lead scores in your marketing automation tool.

Your goal is to qualify them and keep track of their growing interest.

Sales reps have to help the buyer see the benefits of making a change.

To do this, they should act like trusted advisors, solving objections and providing as much information as the buyer wants.

Don’t be afraid to let a buyer go if your solution really can’t help them.

4. Prove your product’s ROI

In this stage of the journey, B2B buyers (who aren’t always the ultimate decision-makers) often have to secure buy-in from their managers.

To get sign-off from their C-suite colleagues, your buyers will want to see content that addresses things like pricing and ROI. They’ll want to justify spending money on your brand.

When creating content for this stage, remember to speak the language of the C-suite.

Drop the jargon and keep it real - focus on numbers, statistics and testimonials that prove ROI and value for money.

You’ll find more top tips on Cognism’s ultimate guide to C-suite marketing .

At this stage, your sales reps must act like consultants. They have to help the buyer convince internal stakeholders.

Proving your solution’s value is critical. You have to convince the buyer that your solution is better than the rest.

5. Guide the buyer to a decision

Once your buyers have sign-off from the C-suite, they’re ready to select a vendor and make a purchase.

At this point, they’ll start thinking about preparation, implementation, quick start costs, and customer support - the things that determine which solution best fits their needs and budget.

At this point, the customer gets serious about costs. They’ll consider the risks of doing nothing and the risks of choosing the wrong solution. Customers need assurance that implementation will be fast and pain-free.

It’s time to get brand-specific with your content.

Have a number of case studies and customer testimonials on hand. Show your buyers what other companies have achieved in choosing you, and how positive their experience has been.

Your role at this stage of the B2B buyer’s journey is to keep up the momentum!

There will be lots of stakeholders involved and lots of questions to answer. Make sure you’re available and ready to deal with sales objections .

A good way to create urgency is to show the buyer the rewards of choosing your product vs what will happen if they stick with the status quo.

6. Ensure a smooth implementation

Finally, after all these months, your buyers have chosen your product and are ready to purchase. It’s time for paperwork, setup and implementation.

At this stage, pricing and terms enter the discussion. Negotiations will occur; customers will often seek a lower price to reduce risk and financial exposure. While procurement, finance, and other stakeholders compare the implicit and explicit costs associated with your solution, your buyer will continue to research best practices, implementation guides, and more; they’ll want to hit the ground running with their new solution.

Create a drip nurturing program containing helpful content; this will move your customers through the B2B marketing funnel . You can also supply tips for using your product more effectively and efficiently.

If you can help them see more value in your product, they’re far more likely to remain your customer when renewal time comes around.

In this last phase of the B2B buyer’s journey, the sales rep is like the glue holding the deal together!

Liaise with your product and CS teams to ensure the implementation process goes smoothly. When the deal is done, hand your new customer over to CS; make sure you manage the handoff process correctly , or it’ll leave a bad taste in the customer’s mouth.

What is the future of the B2B buyer’s journey?

Where is the B2B buyer’s journey headed?

Our take is this:

It’ll be shaped by three things: technological advancements, changing customer behaviours and evolving market dynamics.

Here are some trends and possibilities 👇

Digital transformation

The B2B buying process will be heavily influenced by digital channels.

Buyers will increasingly rely on online research, social media, and virtual interactions to gather information, evaluate options, and communicate with vendors.

Personalisation and AI

Artificial intelligence and machine learning will enable more personalised experiences for B2B buyers.

AI-driven analytics will provide insights into individual buyer preferences, allowing businesses to deliver targeted content and recommendations.

This trend is already coming to pass with the rise of ChatGPT for sales .

Virtual selling

The rise of remote work and virtual interactions may lead to a more prominent role for virtual selling techniques.

Video prospecting , virtual product demonstrations, and online collaboration tools will become even more critical in engaging buyers.

Emphasis on customer experience

The focus on delivering exceptional customer experiences will intensify.

B2B buyers will demand seamless interactions, efficient communication, and responsive support throughout their journey.

Account-based marketing (ABM)

ABM strategies will gain prominence, allowing businesses to target accounts with personalised messaging and solutions tailored to their needs.

Content evolution

B2B buyers will seek more interactive and engaging content to aid their decision-making.

Videos, virtual reality experiences, and interactive product demonstrations will become key parts of the B2B buyer’s journey.

Predictive analytics

Predictive analytics will play a role in helping businesses anticipate buyer behaviour and preferences.

The future of the B2B buying journey will be proactive, not reactive; salespeople and marketers will be able to address buyer needs in advance.

Post-purchase engagement

The buyer’s journey will extend beyond the purchase.

Post-purchase engagement, customer support, and ongoing relationship-building will be crucial to retaining customers and fostering brand loyalty.

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Buyer’s Journey: A Definitive Guide

Aditya Srivastava

The buyers of today try to learn and understand a product before purchasing it. They are smart and calculative. Buyers want to know ‘if’ and ‘why’ they need your product. Evaluation and research have become an inseparable part of the buying process.

Buyer behavior dictates how customers make buying decisions. And the buying process is a journey, which is taken into account while forming an inbound marketing strategy.

In fact, the framework of marketing strategies is based on the buyer’s journey.

In this article, i have had talked about buyer’s journey and all its aspects. This is a definitive guide of buyers’s journey.

What is the Buyer’s Journey?

Awareness stage nurturing, consideration stage nurturing, decision stage nurturing.

• B2B Buyer’s Journey
• B2C Buyer’s Journey

The Application of Buyer’s Journey

Final thoughts.

Now, the golden question is…

According to HubSpot , the buyer’s journey is the process buyers go through to become aware of, consider, and evaluate, and decide to purchase a new product or service.

This definition tells us that there are three stages of the buyer’s journey:

Consideration

Now, I will describe the buyer’s journey stages in detail and also tell you how to nurture your customer on each stage.

Awareness Stage

In this awareness stage, the buyer realizes or becomes aware of a problem or need. The buyer identifies an opportunity to address the problem, starts his research to find a solution, and decides the primacy of the problem.

This is the beginning of the buyer’s journey.

For example: Sam is looking at the analytics of his eCommerce store and he realizes that bounce rate has increased over the last few months. He recognizes that he has a problem.

Consideration Stage

At this stage, the buyer starts addressing his problem or challenge. Here, the buyer is searching for providers of the desired solution and knows how to reach his goal. This is the middle stage of the buyer’s journey.

For example: Sam later discovers that his website load time has increased which is increasing the bounce rate. He starts searching for ways to decrease the load time of his online store.

Decision Stage

This is the stage where the buyer makes the final purchase decision. The buyer has compared the pros and cons of possible alternatives to the solution (product or service). 

And now has solid research and knowledge to reinforce his purchase decision.

For example: Sam finds out that his web hosting service is slow and he opts to an expensive but better web hosting service. In a few weeks, his bound rates decline and traffic increases.

Here are the “leading benefits of understanding customer journeys” according to marketing professionals worldwide as of November 2016.

Well, now you know the stages of the buyer’s journey but how do you use this knowledge to help your business?

How do you move customers through the buyer’s journey funnel and convince them to purchase your product or service?

You do that by nurturing your buyer at every stage of the buyer’s journey. It is also known as customer nurturing or lead Nurturing.

What is Customer Nurturing?

Lead nurturing is the process of building a positive relationship with your buyers and reinforcing that relationship by providing value. And here is how nurturing is done:

Buyers do realize their problems or challenges by themselves. But you can also identify problems or challenges for them and give realistic goals to pursue by creating insightful content.

Create content that highlights a problem, challenge, or need and provides solutions for the same. The primary objective is to give valuable knowledge to your customer.

To nurture your buyer, you can use the following types of content:

• Articles and Blog Posts
• White-Papers
• Infographics
• Social Media Posts

In the awareness stage, you have to utilize the power of content marketing to attract buyers. 72% of marketers say content marketing increases engagement.

Proper use of content helps the buyer to identify their goals and challenges. Also, your originally created content makes the buyer notice your brand or business.

At the consideration stage, buyers have defined their targets and problems with clarity. And are actively looking for a solution. So, this is where you provide a solution and show them how you can solve their problem.

Content at this stage should be focused on providing solutions but in such a way that displays your ability to help the buyer.

The content should be insightful and suggestive.

Types of content to use at the consideration stage:

• Customers Testimonials
• Product Trails
• E-seminars or Webinars
• Product Guides

The primary role of created content at this stage is to build trust by providing valuable solutions to the buyer.

In fact, 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience.

This is the final stage of the buyer’s journey and the buyers have got it all figured out. The buyers have defined their problem, they have understood solutions provided by you, and have also looked at the alternatives.

It’s time to make the purchase decision.

You have to assure the buyer that you are the best in the business. Also, make the purchase process easy and attractive.

The role of ‘user-generated content’ is huge at this stage.

In the decision stage, it all comes down to these following factors:

• A reasonable price of your product or service
• An attractive offer on the purchase
• Suitable discount
• Available methods of payment
• Reviews and ratings that reinforce the trustworthiness of your brand
• Satisfied customer testimonials

Let me explain these factors in detail:

Price and Offers

In this highly competitive market , keeping a reasonable price, and giving a discount is important. Giving a limited-time offer also helps close the deal sometimes because it creates a sense of urgency in the buyer’s mind.

Credibility

Reviews, ratings, and testimonials are crucial nowadays because those are the first things buyers look for when they are evaluating you.

In fact, 90% of consumers read online reviews before visiting a business.So, utilize user-generated content as social proof and increase your credibility.

For reference, you can check out how we showcase our reviews and ratings at MakeWebBetter.

Ease-Of-Payment

Availability of different payment options is often undermined but it is a determining factor. You need to allow payments from payment apps, internet banking, credit and debit cards, and other popular payment systems.

Basically, you gotta make it easy for buyers to purchase your product.

Up until now, I have only introduced you to the general definition of the buyer’s journey and the content that goes along with it.

Now, I will go deeper into the subject and talk about the B2B and B2C buyer’s journey.

B2B Buyer’s Journey

Business-to-business buyer’s journey consists of the three general stages; that is, awareness, consideration, and decision but the approach is different because businesses buy collectively and there is always a group of individuals making multiple purchase decisions.

Within a business, the presence of a buying group elongates and complicates the buying process and leads to the addition of more stages in the buyer’s journey.

Let’s look at the B2B buyer’s journey stages:

Awareness: This is the stage where businesses identify a problem or a need.

Research: The buying groups start searching for all possible solutions.

Evaluation: The solutions are segmented on the basis of their affordability and applicability.

Selection: The best supplier of the solution is selected at this stage.

Purchase: Lastly, the budget allocated for that particular product or service is utilized in the final purchase decision.

This seems easy on paper but it’s not. Firstly, there is always a need for consensus on every stage of the B2B buying process because a group of buyers is involved.

Everybody needs to be on board.

Secondly, the buying process isn’t straightforward in B2B. And lastly, It lacks linearity because there is a lot of reconsideration and many stages are revisited by buying groups.

In a survey , 77% of B2B buyers agreed that they conduct a more detailed ROI analysis before making a purchase decision.

Businesses don’t make hefty purchase decisions.

Role of Content in B2B Buyer’s Journey

The role of content in a business-to-business buyer’s journey is the same but some types of content are more appreciated by the B2B buyers. Such as:

• Business Reports
• Products Comparison
• Demo Videos
• Supplier Comparison

All of these content types help the buying groups conduct an in-depth analysis of the business they are going to purchase from.

The aim of the content creators here is to provide information that makes it easier for B2B buyers to advance their buying process.

Simplification of the Buying Process

The B2B purchase process is complex and the toughest part is purchasing the product. So, increase the ease of purchase to advance your buyers through the buyer’s journey funnel.

This study shows “the most effective content types in demand generation” during various stages of the buyer’s journey according to B2B marketers in North America as of July 2018.

B2C Buyer’s Journey

The business-to-customer buyer’s journey is linear and simplistic, which makes it easy for sellers to map out.

Here are the stages of a business-to-customer buyer’s journey :

The buyers perceive their problems, challenges, and needs. To engage buyers at this stage, these content forms are needed:

Types of Content Used at Awarness Stage

• Informative Articles
• Social Media Advertisements
• Search Engine Advertisements

For example- Adam started weight training at the local gym. He read articles at bodybuilding.com to increase his knowledge of weight lighting. He became aware that he needed quality Whey protein to gain size while weightlifting.

This is the onset of a relationship between the buyer and the seller. The buyer has recognized his problems and is now searching for a solution. As a seller, you can provide the buyers with helpful content to solve their problems.

Present valuable information to awaken the interests of your buyers.

Types of Content Used at Consideration Stage

• Case Studies
• Product Demostrations
• How-to Blogs and Explainer Articles

For example- Adam read many articles on bodybuilding.com related to protein use and its benefits. He started looking for more affordable whey protein supplements.

Here, the buyer has acquired all the information he needs in order to make the purchase decision. At this stage, buyers start evaluating various suppliers that are offering the needed solution.

This research shows people trust recommendations, user reviews, and ratings to complete the purchase process.

Types of Content Used at Decision Stage

• Customer Reviews and Ratings
• Comparisons with Other Suppliers
• Buyer Testimonials

For example- At bodybuilding.com, Adam read articles, watched customer testimonials, read reviews and ratings. He also found a product comparison at bodybuilding.com which eradicated the last bit of his hesitation and he ordered Whey protein from their store.

Retention Stage

The buyer purchased a suitable product from you and has established a relationship by becoming a paying customer. Therefore, trust has already been established. Now, its all about maintaining that trust.

When a customer is rewarded after making a purchase, he or she is likely to purchase again from you because you positively reinforced his or her buying decision.

So, this is where you turn your newly formed customers into loyal customers that return to your store for more products.

Becuase, acquiring new customers can cost five times more than satisfying and retaining current customers.

Tpyes of Content Used at Retention Stage

• Offer Rewards On Purchase
• Personalized Follow-up Emails
• Relevant Product Recommendations
• Relevant Offers

In summary, offering value to customers along with your product should be your primary objective.

Like a ‘Thank you’ email to customers right after the purchase would give a personalized experience.

For example: Right after Adam made the purchase, he received an onboarding email from bodybuilding.com and also started receiving emails of best offers. He also received a 5% discount on his second product purchase.

Promotional Stage

At this stage, you have earned the loyalty of your buyers and provided them the quality product or service they were looking for. The buyers will keep using your service or products and return to you for more.

Make sure to offer great customer service and user experience to your buyers, and nurture them at every stage of the buyer’s journey.

But your product is the greatest factor responsible for making customers loyal to your brand. So, make sure you provide an excellent product.

The biggest achievement here is that the buyers willingly start promoting your products and services. You will get recognition through word of mouth.

It works better than mainstream ads because people put more trust in recommendations they get from friends and families.

You can further optimize this process of promotion by rewarding your customers for recommending you.

For this, you need an effective referral program . Let your loyal customers share the referral links on their social media and receive rewards like gift cards , reward points , gift coupons, etc.

Ultimately, this will help you get buyers that already trust your brand or company before engaging with you and increase your sales.

In the end, your objective is to turn your buyers into promoters for your products and services.

Now, you have to engage with your customers now and make them feel important.

Methods to Use at Promotional Stage

• Use Referral Rewards Program
• Give Exclusive Offers
• Assign Membership
• Personalize services

For example- Adam made several purchases for next few months. He shared referral links on his social media and earned gift coupons. He also talked about the benefits of buying whey protein from bodybuilding.com, which made his gym mates buy from the same e-store.

Okay, you have learned what a buyer’s journey is and what type of content you should use at its different stages but what remains to be discussed is how to use the buyer’s journey or….

Here is an imaginary case study to make you understand the application of the buyer’s journey.

I hope you all enjoy and learn.

Jack is an aspiring athlete and he is performing well. He wants to improve his performance on the track. So, he uses the internet to search for ways to increase his running capacity.

Jack reads an article on fastshoes.com to learn the ways to increase his running capacity and to understand the factors affecting his performance. The blog is of a famous sports goods manufacturer.

There he learns that he needs proper running shoes. He opens a recommended article that says “why proper running shoes are important” and after reading it, he recognizes that all aspects of his training and diet are fine except his running shoes.

Finally, Jack considers buying proper running shoes as he finishes the article. And then, he reads another blog post recommendation titled “Top 10 running shoes 2020.” 

He sees the list of running shoes and reads about their individual benefits and decides to buy the most affordable one.

But Jack is conflicted and is having second thoughts. He searches for alternatives and luckily, finds product comparisons available on fastshoes.com.

He learns that his selected running shoes are the best in his preferred price range. Jack makes the final purchase decision. He orders the product and recieves it in a few days.

Jack goes out for a run wearing his new running shoes. He finds his shoes lightweight and comfortable. Jack is able to cover longer distances without fatigue. He is very satisfied with his new running shoes as his performance on the track has improved.

Jack visits fastshoes.com regularly and he also recieves notificiations of the offers and articles relevant to him.

Promotional

Jack’s best friend Dean asks him about the new shoes and Jack explains all the benefits he has received from switching to his new shoes. Dean, impressed by the words of his best friend, goes directly to fastshoes.com and orders the exact same running shoes.

After a year, both Jack and Dean need a new pair of shoes. And they still purchase running shoes from the same eCommerce store.

So, did you notice how Jack went through different stages of the buyer’s journey and became a loyal customer of Fastshoes.com?

It is easy to map out his buying journey from this example. And so, you know what you have to do.

You have to nurture the customer through every stage of the buyer’s journey to make them purchase your product and services. And this is how most businesses are improving their sales.

This research from HubSpot makes it clear that 81% trust their friends and family’s advice over advice from a business.

The buyer’s journey is the base of content marketing strategies.

I have explained the buyer’s journey, the use of the content at different stages of the buyer’s journey, and its application with a pretty accurate case study.

You can nurture your customer through every stage of the buyer’s journey and increase your sales with the help of proper application of the concepts explained in this article.

And hey, check out our other blog articles if you want to learn more about best eCommerce practices.

About Aditya Srivastava

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The 6 stages of the consumer buying process

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Andrew Brzezicki

Global Content Marketing Manager

January 13, 2023

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Imagine waking up and impulsively buying a car, vacuum, or even shoes before you’ve had your morning coffee. If you’re like most people, that’s probably not your style. That’s not your usual path to purchase. You don’t purchase things on a whim. You need more time to think, research, and weigh your options. Yet, when it comes to the consumer buying process , we tend to put a lot of emphasis on the final sale.

But that’s only one decision on the buyer’s path to purchase. 

What is the consumer buying process?

The consumer buying process, or the consumer purchase decision process if you’re fancy, is the series of decisions a consumer makes on the path to purchase before becoming a customer.

Understanding how a consumer makes each decision in the buying process is essential for brands and retailers who want to convince shoppers to hit that add to cart button.

The stages of the consumer buying process

Let’s take a look at each of the six stages of the consumer buying process. We’ll discuss ways to optimize the buyer journey and ultimately boost conversion in today’s commerce landscape. 

1. Need recognition

A sale officially begins when a customer realizes they have a need or a want.

This recognition can happen because of internal or external stimuli (grocery shopping because you need food for dinner vs. ordering takeout because you just saw an Instagram ad for pizza). 

And the causes of these stimuli can be functional (purchasing a new computer because the old one doesn’t have enough processing power for Zoom calls) or social (buying new Zoom shirts to look good on your call). 

Regardless, the results are the same. A want now exists.  

At this stage, building brand awareness is key. You want your target market to already know and trust your business. Especially in today’s world where consumers don’t just want to shop, they want to support businesses that reflect their own values and beliefs . 

So much so, that 82% of shoppers say they’d avoid using a brand again if they lost trust.

2. Information search

Once consumers are aware they have a want, they’re now ready to find out how to fulfill it. And so their search begins, predominantly on search engines or social media. This is where casual browsers are inspired to become buyers.

In this stage in the consumer buying process, it’s imperative to optimize your brand or retail site for search engine optimization (SEO), so you show up in search results. And given that 70% of shoppers use Instagram for product discovery, you’ll want to focus on your Instagram SEO too.

How consumers search and what information they’ll need is based on how much they already know, and what details they find from fellow shoppers. Commerce today is always-on and consumer-to-consumer orientated, where consumers are your best salespeople.

That’s why most brands and retailers turn to user-generated content (UGC), which is any content (reviews, images, Q&As) created by unpaid individuals rather than a brand.

Customer ratings and reviews get your brand seen and help usher people to your site through keyword-rich and relevant content. Search engines reward sites that talk in the same language as customers. So when your shoppers are actually the ones creating the content, your brand is more likely to pop up first in the search. 

UGC is also a way to authentically build trust (there’s that T word again) with shoppers, as 79% of consumers say online reviews have as much of an impact as recommendations from friends or family. 

3. Alternative evaluation 

At this point, shoppers are making a list and checking it twice. They’re aware of your brand, have been brought to your site, and are now evaluating whether to purchase from you or a competitor. It’s crunch time, and they want to make the best choice. No regrets. 

So what can you do to build confidence that you have what they want? The answer again is UGC.

Ratings, reviews, Q&As, and customer photos are what consumers are turning to first to make buying decisions, and it inspires them at every step of the path to purchase. 53% of consumers say UGC makes them more confident in purchase decisions, according to our survey of over 7,000 global shoppers.

The need for authenticity is only getting stronger. And this trend is expected to flip the future of product display pages with content and opinions from real consumers already replacing professional product information. 

4. Purchase decision 

The shopper has read your product reviews, scrolled through the Q&A, and decided you’re the chosen one — the vendor they’ll trust with their purchase. They’ve arrived at your digital shelf . You’re in the homestretch now, right? Not so fast. You can still lose a customer at this crucial stage of the consumer buying process.

Here you should refer back to the need recognition and remind consumers why they’re buying the product in the first place. Use visual UGC on checkout pages and social channels showing products in action and pain points being solved. And make this content shoppable too. In the modern e-commerce funnel , shortening the buying process is the easiest way to drive a sale.

But should a customer leave at this stage, send out email reminders or offer slight discounts to lure them back

5. Completing the purchase

According to a study by Baynard Institute, nearly 70% of shopping carts in the e-commerce industry were abandoned before checkout. This comes alongside an increase in analysis paralysis brought on by COVID-19. Simple decisions feel heavy now. Deciding what to order for dinner can feel as stressful as switching careers. 

It’s up to you to alleviate this stress by making the purchase decision as simple as possible for consumers. Areas of opportunity for brands and retailers here include:

• Make your social content shoppable
• List total prices upfront so there aren’t any surprises
• Create an option for guest checkout to give shoppers an alternative to creating a personal account
• Optimize your e-commerce site for speed and reliability
• Showcase positive testimonials from reviews on the checkout page to build reassurance 
• Offer quick commerce services to save shoppers the hassle of in-store pickups

6. Post-purchase evaluation

Congratulations! You’ve optimized each stage up to this point, and the product has been purchased. The consumer buying process is complete. But there’s still one more step. You now have the unique opportunity to turn the buyer into a repeat customer by keeping them engaged with your brand or store. After all, customer retention is easier and cheaper than new custom.

Asking your customers for feedback on their purchases or using consumer insights found in product reviews is one of the best ways to build brand loyalty . It shows you care about their opinions and the overall experience they had with your business.

Retail giant Électro Dépôt, for example, collects UGC to encourage future buyers in their purchase decisions. The brand consistently analyzes customer feedback for areas of improvement and has since seen a 2x increase in conversion rate . 

Customers are sharper than ever. And they look to their peers for unbiased opinions when making purchasing decisions — an impressive 78% of shoppers globally trust online reviews. 

Understanding the consumer buying process at every stage

By considering each stage of the consumer buying process (the consumer purchase decision process), you can implement smart strategies for your business at each point along the way — building trust and keeping shoppers engaged at every step. 

User-generated content is the powerful tool that ties the path to purchase together. When paired with a healthy mix of branded and owned media, they combine to accelerate conversion by dominating search, inspire shopper confidence, and upgrade product sentiment. 

Learn how to create a 5-Star, personalized customer journey in our new on-demand masterclass .

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New B2B Buying Journey & its Implication for Sales

B2b buying process has changed, and your sales strategy must, too, a new understanding of the b2b buying process is needed.

Sales leaders often attribute this lack of customer access to a failure on the part of sellers to deliver enough value as part of a typical sales interaction.

However, in studying ways to address this access challenge‚ Gartner research found a different reality altogether. The problem is rooted far less in reps’ struggles to sell and far more in customers’ struggles to buy.

Learn what sales must do to adapt

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Sellers have little opportunity to influence customer decisions

The ready availability of quality information through digital channels has made it far easier for buyers to gather information independently, meaning sellers have less access and fewer opportunities to influence customer decisions.

In fact‚ Gartner research finds that when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.

Brent Adamson

The customers buying journey is hard

The typical buying group for a complex B2B solution involves six to 10 decision makers‚ each armed with four or five pieces of information they have gathered independently and must de-conflict with the group. At the same time, the set of options and solutions buying groups can consider is expanding as new technologies, products, suppliers and services emerge.

These dynamics make it increasingly difficult for customers to make purchases. In fact, more than three-quarters of the customers Gartner surveyed described their purchase as very complex or difficult.

B2B Buyers complete a set of jobs to make a purchase

To understand how to best help customers advance through a complex purchase, Gartner research identified six B2B buying “jobs” that customers must complete to their satisfaction in order to successfully finalise a purchase:

• Problem identification.  “We need to do something.”
• Solution exploration.  “What’s out there to solve our problem?”
• Requirements building.  “What exactly do we need the purchase to do?”
• Supplier selection.  “Does this do what we want it to do?”
• Validation.  “We think we know the right answer, but we need to be sure.”
• Consensus creation.  “We need to get everyone on board.”

The buying journey is not linear

B2B buying does not play out in any kind of predictable, linear order. Instead, customers engage in what one might call “looping” across a typical B2B purchase, revisiting each of those six buying jobs at least once.

Buying jobs do not happen sequentially, but more or less simultaneously.

Information drives purchase ease and high-quality sales

All of this looping around and bouncing from one job to another means that buyers value suppliers that make it easier for them to navigate the purchase process.

In fact, Gartner research found that customers who perceived the information they received from suppliers to be helpful in advancing across their buying jobs were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret.

Suppliers must enable buyers to complete buying jobs

To win in this B2B buying environment, suppliers should focus on providing customers with information that is specifically designed to help them complete their buying jobs.

We call this “buyer enablement” — the provisioning of information to customers in a way that enables them to complete critical buying jobs.

Implications of today’s B2B buying behaviour

Sales reps are a   channel to customers, not the   channel

Customers are largely channel-agnostic when seeking the information they need to get a job done. 

As a result, sales reps are not the only channel to customers, but simply a channel, and alignment across in-person and digital channels is crucial for supporting customers in the way they actually buy.

Supplier pipelines cannot speak the truth

Most sales organisations organise activity around a linear pipeline, seeking to move opportunities from one stage to the next. For customers, however, purchase progress is far better defined in terms of job completion rather than stage progression.

As a result, while pipeline reviews might indicate a preponderance of opportunities stuck in sales Stage 5, for example, there is no way of knowing through a linear, supplier-centric sales funnel where exactly customers are truly struggling to make progress in any given deal.

Sales and marketing must operate in parallel, not serial, fashion

Most sales and marketing teams are organised in serial fashion: Marketing generates and nurtures demand early through digital channels before handing off the most qualified of opportunities to sales for in-person pursuit. Customers, however, do not buy in a linear fashion. Rather, they use both digital and in-person channels with near-equal frequency to complete each of the buying jobs more or less simultaneously.

As a result, in today’s world of B2B buying, there is no handoff from marketing to sales, or digital to in-person. It’s a parallel process, not a serial one.

Related Resources

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Forget what you thought you knew about B2B buyers — see six things that characterize the B2B buyer of 2020.

The New Imperative for B2B Sales and Marketing Leaders

The traditional model of linear deal progression, with a handoff from marketing to sales, won’t work for complex modern B2B buying.

Sync Sales Pipeline Management to the B2B Buying Journey

Sales leaders must adjust their pipeline management and forecasting to accommodate the B2B buyer’s nonlinear buying journey.

The consumer decision journey

If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.”

Marketing has always sought those moments, or touch points , when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels , coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey. Our thinking is applicable to any geographic market that has different kinds of media, Internet access, and wide product choice, including big cities in emerging markets such as China and India.

In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase.

We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty , challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience.

Finally, the research reinforced our belief in the importance not only of aligning all elements of marketing—strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions but also of integrating those elements across the organization. When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with the right message.

How consumers make decisions

Every day, people form impressions of brands from touch points such as advertisements, news reports, conversations with family and friends, and product experiences. Unless consumers are actively shopping, much of that exposure appears wasted. But what happens when something triggers the impulse to buy? Those accumulated impressions then become crucial because they shape the initial-consideration set: the small number of brands consumers regard at the outset as potential purchasing options.

The funnel analogy suggests that consumers systematically narrow the initial-consideration set as they weigh options, make decisions, and buy products. Then, the postsale phase becomes a trial period determining consumer loyalty to brands and the likelihood of buying their products again. Marketers have been taught to “push” marketing toward consumers at each stage of the funnel process to influence their behavior. But our qualitative and quantitative research in the automobile, skin care, insurance, consumer electronics, and mobile-telecom industries shows that something quite different now occurs.

Actually, the decision-making process is a more circular journey, with four primary phases representing potential battlegrounds where marketers can win or lose: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them (Exhibit 2). The funnel metaphor does help a good deal—for example, by providing a way to understand the strength of a brand compared with its competitors at different stages, highlighting the bottlenecks that stall adoption, and making it possible to focus on different aspects of the marketing challenge. Nonetheless, we found that in three areas profound changes in the way consumers make buying decisions called for a new approach.

The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them.

Brand consideration.

Imagine that a consumer has decided to buy a car. As with most kinds of products, the consumer will immediately be able to name an initial-consideration set of brands to purchase. In our qualitative research, consumers told us that the fragmenting of media and the proliferation of products have actually made them reduce the number of brands they consider at the outset. Faced with a plethora of choices and communications, consumers tend to fall back on the limited set of brands that have made it through the wilderness of messages. Brand awareness matters: brands in the initial-consideration set can be up to three times more likely to be purchased eventually than brands that aren’t in it.

Not all is lost for brands excluded from this first stage, however. Contrary to the funnel metaphor, the number of brands under consideration during the active-evaluation phase may now actually expand rather than narrow as consumers seek information and shop a category. Brands may “interrupt” the decision-making process by entering into consideration and even force the exit of rivals. The number of brands added in later stages differs by industry: our research showed that people actively evaluating personal computers added an average of 1 brand to their initial-consideration set of 1.7, while automobile shoppers added 2.2 to their initial set of 3.8 (Exhibit 3). This change in behavior creates opportunities for marketers by adding touch points when brands can make an impact. Brands already under consideration can no longer take that status for granted.

The number of brands added for consideration in different stages differs by industry.

Empowered consumers.

The second profound change is that outreach of consumers to marketers has become dramatically more important than marketers’ outreach to consumers. Marketing used to be driven by companies; “pushed” on consumers through traditional advertising, direct marketing, sponsorships, and other channels. At each point in the funnel, as consumers whittled down their brand options, marketers would attempt to sway their decisions. This imprecise approach often failed to reach the right consumers at the right time.

In today’s decision journey, consumer-driven marketing is increasingly important as customers seize control of the process and actively “pull” information helpful to them. Our research found that two-thirds of the touch points during the active-evaluation phase involve consumer-driven marketing activities, such as Internet reviews and word-of-mouth recommendations from friends and family, as well as in-store interactions and recollections of past experiences. A third of the touch points involve company-driven marketing (Exhibit 4). Traditional marketing remains important, but the change in the way consumers make decisions means that marketers must move aggressively beyond purely push-style communication and learn to influence consumer-driven touch points , such as word-of-mouth and Internet information sites.

Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.

The experience of US automobile manufacturers shows why marketers must master these new touch points. Companies like Chrysler and GM have long focused on using strong sales incentives and in-dealer programs to win during the active-evaluation and moment-of-purchase phases. These companies have been fighting the wrong battle: the real challenges for them are the initial-consideration and postpurchase phases, which Asian brands such as Toyota Motor and Honda dominate with their brand strength and product quality. Positive experiences with Asian vehicles have made purchasers loyal to them, and that in turn generates positive word-of-mouth that increases the likelihood of their making it into the initial-consideration set. Not even constant sales incentives by US manufacturers can overcome this virtuous cycle.

Two types of loyalty

When consumers reach a decision at the moment of purchase, the marketer’s work has just begun: the postpurchase experience shapes their opinion for every subsequent decision in the category, so the journey is an ongoing cycle. More than 60 percent of consumers of facial skin care products, for example, go online to conduct further research after the purchase—a touch point unimaginable when the funnel was conceived.

Although the need to provide an after-sales experience that inspires loyalty and therefore repeat purchases isn’t new, not all loyalty is equal in today’s increasingly competitive, complex world. Of consumers who profess loyalty to a brand, some are active loyalists, who not only stick with it but also recommend it. Others are passive loyalists who, whether from laziness or confusion caused by the dizzying array of choices, stay with a brand without being committed to it. Despite their claims of allegiance, passive consumers are open to messages from competitors who give them a reason to switch.

Take the automotive-insurance industry, in which most companies have a large base of seemingly loyal customers who renew every year. Our research found as much as a sixfold difference in the ratio of active to passive loyalists among major brands, so companies have opportunities to interrupt the loyalty loop. The US insurers GEICO and Progressive are doing just that, snaring the passively loyal customers of other companies by making comparison shopping and switching easy. They are giving consumers reasons to leave, not excuses to stay.

All marketers should make expanding the base of active loyalists a priority, and to do so they must focus their spending on the new touch points. That will require entirely new marketing efforts, not just investments in Internet sites and efforts to drive word-of-mouth or a renewed commitment to customer satisfaction.

Aligning marketing with the consumer decision journey

Developing a deep knowledge of how consumers make decisions is the first step. For most marketers, the difficult part is focusing strategies and spending on the most influential touch points. In some cases, the marketing effort’s direction must change, perhaps from focusing brand advertising on the initial-consideration phase to developing Internet properties that help consumers gain a better understanding of the brand when they actively evaluate it. Other marketers may need to retool their loyalty programs by focusing on active rather than passive loyalists or to spend money on in-store activities or word-of-mouth programs. The increasing complexity of the consumer decision journey will force virtually all companies to adopt new ways of measuring consumer attitudes, brand performance, and the effectiveness of marketing expenditures across the whole process.

Without such a realignment of spending, marketers face two risks. First, they could waste money: at a time when revenue growth is critical and funding tight, advertising and other investments will be less effective because consumers aren’t getting the right information at the right time. Second, marketers could seem out of touch—for instance, by trying to push products on customers rather than providing them with the information, support, and experience they want to reach decisions themselves.

Four kinds of activities can help marketers address the new realities of the consumer decision journey.

Prioritize objectives and spending

In the past, most marketers consciously chose to focus on either end of the marketing funnel—building awareness or generating loyalty among current customers. Our research reveals a need to be much more specific about the touch points used to influence consumers as they move through initial consideration to active evaluation to closure. By looking just at the traditional marketing funnel’s front or back end, companies could miss exciting opportunities not only to focus investments on the most important points of the decision journey but also to target the right customers.

In the skin care industry, for example, we found that some brands are much stronger in the initial-consideration phase than in active evaluation or closure. For them, our research suggests a need to shift focus from overall brand positioning—already powerful enough to ensure that they get considered—to efforts that make consumers act or to investments in packaging and in-store activities targeted at the moment of purchase.

Tailor messaging

For some companies, new messaging is required to win in whatever part of the consumer journey offers the greatest revenue opportunity. A general message cutting across all stages may have to be replaced by one addressing weaknesses at a specific point, such as initial consideration or active evaluation.

Take the automotive industry. A number of brands in it could grow if consumers took them into consideration. Hyundai, the South Korean car manufacturer, tackled precisely this problem by adopting a marketing campaign built around protecting consumers financially by allowing them to return their vehicles if they lose their jobs. This provocative message, tied to something very real for Americans, became a major factor in helping Hyundai break into the initial-consideration set of many new consumers. In a poor automotive market, the company’s market share is growing.

Invest in consumer-driven marketing

To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands. The epicenter of consumer-driven marketing is the Internet, crucial during the active-evaluation phase as consumers seek information, reviews, and recommendations. Strong performance at this point in the decision journey requires a mind-set shift from buying media to developing properties that attract consumers: digital assets such as Web sites about products, programs to foster word-of-mouth, and systems that customize advertising by viewing the context and the consumer. Many organizations face the difficult and, at times, risky venture of shifting money to fundamentally new properties, much as P&G invested to gain radio exposure in the 1930s and television exposure in the 1950s.

Broadband connectivity, for example, lets marketers provide rich applications to consumers learning about products. Simple, dynamic tools that help consumers decide which products make sense for them are now essential elements of an online arsenal. American Express’s card finder and Ford’s car configurator, for example, rapidly and visually sort options with each click, making life easier for consumers at every stage of the decision journey. Marketers can influence online word-of-mouth by using tools that spot online conversations about brands, analyze what’s being said, and allow marketers to post their own comments.

Finally, content-management systems and online targeting engines let marketers create hundreds of variations on an advertisement, taking into account the context where it appears, the past behavior of viewers, and a real-time inventory of what an organization needs to promote. For instance, many airlines manage and relentlessly optimize thousands of combinations of offers, prices, creative content, and formats to ensure that potential travelers see the most relevant opportunities. Digital marketing has long promised this kind of targeting. Now we finally have the tools to make it more accurate and to manage it cost effectively .

Win the in-store battle

Our research found that one consequence of the new world of marketing complexity is that more consumers hold off their final purchase decision until they’re in a store. Merchandising and packaging have therefore become very important selling factors, a point that’s not widely understood. Consumers want to look at a product in action and are highly influenced by the visual dimension: up to 40 percent of them change their minds because of something they see, learn, or do at this point—say, packaging, placement, or interactions with salespeople.

In skin care, for example, some brands that are fairly unlikely to be in a consumer’s initial-consideration set nonetheless win at the point of purchase with attractive packages and on-shelf messaging. Such elements have now become essential selling tools because consumers of these products are still in play when they enter a store. That’s also true in some consumer electronics segments, which explains those impressive rows of high-definition TVs in stores.

Sometimes it takes a combination of approaches—great packaging, a favorable shelf position, forceful fixtures, informative signage—to attract consumers who enter a store with a strong attachment to their initial-consideration set. Our research shows that in-store touch points provide a significant opportunity for other brands.

Integrating all customer-facing activities

In many companies, different parts of the organization undertake specific customer-facing activities—including informational Web sites, PR, and loyalty programs. Funding is opaque. A number of executives are responsible for each element, and they don’t coordinate their work or even communicate. These activities must be integrated and given appropriate leadership.

The necessary changes are profound. A comprehensive view of all customer-facing activities is as important for business unit heads as for CEOs and chief marketing officers. But the full scope of the consumer decision journey goes beyond the traditional role of CMOs, who in many companies focus on brand building, advertisements, and perhaps market research. These responsibilities aren’t going away. What’s now required of CMOs is a broader role that realigns marketing with the current realities of consumer decision making, intensifies efforts to shape the public profiles of companies, and builds new marketing capabilities.

Consider the range of skills needed to manage the customer experience in the automotive-insurance industry, in which some companies have many passive loyalists who can be pried away by rivals. Increasing the percentage of active loyalists requires not only integrating customer-facing activities into the marketing organization but also more subtle forms of organizational cooperation. These include identifying active loyalists through customer research, as well as understanding what drives that loyalty and how to harness it with word-of-mouth programs. Companies need an integrated, organization-wide “voice of the customer,” with skills from advertising to public relations, product development, market research, and data management. It’s hard but necessary to unify these activities, and the CMO is the natural candidate to do so.

Marketers have long been aware of profound changes in the way consumers research and buy products. Yet a failure to change the focus of marketing to match that evolution has undermined the core goal of reaching customers at the moments that most influence their purchases. The shift in consumer decision making means that marketers need to adjust their spending and to view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions.

David Court is a director in McKinsey’s Dallas office, Dave Elzinga is a principal in the Chicago office, Susie Mulder is a principal in the Boston office, and Ole Jørgen Vetvik is a principal in the Oslo office.

The authors wish to acknowledge the contributions of Mary Ellen Coe, Jonathan Doogan, Ewan Duncan, Betsy Holden, and Brian Salsberg.

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Buying Decision Process

Table of Contents

What is the buying decision process.

The buying decision process, or customer decision journey, is the steps that lead a customer to purchase a product or service. The buying decision process is present in many industries, from retail to eCommerce . This journey flows through three stages: before, during, and post-purchase. 

Many factors can influence the buying decision process. Some of these factors include:

• Personal factors like age, gender, lifestyle, and personality
• Psychological factors like motivation, perception, attitudes, and beliefs
• Social factors like family, friends, peer groups, and culture
• Situational factors like time, place, circumstances, and availability

Factors related to the product and business also influence customers’ buying decisions, including marketing campaigns, the sales process, pricing strategies , and brand loyalty.

Although the buying decision process seems simple, it is a complex, strategic, and interactive process that enables a company to boost and increase revenue, sales , and profitability. 

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• consumer decision-making process
• customer decision journey
• buying journey

The Stages of the Buying Decision Process

The buying decision process isn’t linear and fluctuates from time to time due to distinctive customer purchasing patterns. However, when the buyer’s journey is understood, companies can minimize and even leverage these variations in purchasing habits. Organizations can optimize revenue by analyzing and collecting data on the buying decision process and how each stage of the buyer’s journey moves the customer to make a decision.

Here are the five stages of the buying decision process.

Stage 1: Needs Requirement

Needs requirement is the first and most fundamental step in the potential customer’s decision-making process. The customer’s need results from two main influences: internal and external stimuli. Companies wanting to optimize this stage of the buying process need to help potential customers recognize and define their needs. Gathering information through market research, interviews, surveys, and focus groups helps organizations understand their customers’ needs. 

Stage 2: Information Search

In this specific stage, having recognized a problem or need, customers want to identify their selections. The Information Search stage is when consumers seek information about a product or service. They might do this by talking to friends and family, looking online, reading reviews, or visiting a store. During this stage, consumers are trying to learn more about what they want and determine which options are available. 

Businesses can influence customer behavior at this stage by running advertising and social media campaigns and optimizing their website content for SEO purposes. 

Stage 3: Evaluation of Alternatives

After gathering information, consumers will enter the evaluation of alternatives stage. They will compare their options and decide which is best for them. They might consider factors such as price, quality, or features.

In this stage of the buying decision process, businesses influence consumer behavior by providing information about the products or services available. This can be done through advertising, product demonstrations, and other marketing activities. The goal is to persuade the customer that the company’s products or services are the best option available. Therefore, businesses must provide accurate and unbiased information about their products or services during this stage. Doing so can increase the chances that customers will choose their company’s products or services over their competitors.

Stage 4: Purchasing Decision

The purchasing decision stage of the buying decision process is when customers make a final decision about which product or service to buy. Businesses can influence this stage by providing product reviews, detailed descriptions, and pricing information to help customers compare and choose between different options. By helping customers understand their options and make an informed decision, businesses can increase the chances of making a sale.

Stage 5: Post-Purchase

Finally, the post-purchase stage helps foster brand loyalty and referral business. Post-purchase is when consumers use and assess the product or service and decide if they are satisfied or not and whether or not they would recommend it to others.

Businesses influence customers in the post-purchase stage in several ways. First, companies can encourage customers to leave positive reviews about their products or services. This helps to build word-of-mouth marketing and creates social proof that can influence other potential customers.

Second, businesses can offer loyalty programs or discounts for customers who make repeat purchases. Third, businesses can stay in touch with customers after purchase using follow-up emails, surveys, and phone calls. By staying in touch, companies can build strong relationships with their customers and create a loyal customer base.

Fourth, businesses can offer a warranty or guarantee on their products or services, which gives customers peace of mind and shows that the company is confident in its offerings. Finally, businesses can ask customers for feedback and use it to improve their products or services. This helps ensure that customers are always happy with what they purchase and helps businesses continuously improve.

Businesses can influence customers in the post-purchase stage and create loyal, satisfied customers by using these techniques.

The Importance of Pricing in the Buying Decision Process

Potential customers want to purchase the best possible product or service from a company that meets their particular needs or requirements. Pricing is a core factor for potential customers when assessing the value of a product. 

There are several reasons why pricing is a primary factor in the buying decision process:

• Buyers want to get the best value for their money. They compare prices to find the best deal.
• Price can signal quality. A high price may indicate that a product is of better quality than a lower-priced product.
• Pricing can influence perceived value.

If buyers perceive a product as valuable, they may be willing to pay more.

Pricing is a complex topic, and there are many factors to consider when setting product prices. When setting prices, businesses must consider the importance of pricing in the buying journey . They must balance making a profit with offering a fair price to attract buyers. Brands that set prices too high may miss out on potential sales. On the other hand, if they set prices too low, they may not make enough profit to sustain their business. Finding the right balance is essential for companies to be successful.

Where the Decision Process Fits in B2B Buying Journey

The B2B buying journey is complex, encompassing slightly different features and elements from the B2C buying journey presented above. A main difference in the B2B buyer journey compared to the B2C buying journey is the sales cycle length. The entire B2B buying journey can take anywhere from a few days to months, depending on the complexity of the purchase. 

Marketing and sales leaders must understand the B2B buying journey to create marketing strategies and sales processes that align with customer needs and behavior. Although similar to the B2C customer decision journey, the B2B buying decision process has some subtle differences.

Stage 1: The Discovery Stage

At this stage, the potential customer isn’t aware of your company. Instead, they are alert to a problem and are searching for a solution. Marketing is vital here to help buyers become aware of your answer to their business challenges. Sales teams also play a key role in this stage as they can determine viable opportunities based on buyer behavior signals and use this information to contact potential buyers. 

Stage 2: The Evaluation Stage

After a business has identified a need and done some initial research, it will enter the evaluation stage of the B2B buying journey . During this process, companies take a closer look at their options and start to compare products or services.

During the evaluation stage, businesses will consider various factors such as price, quality, features, and performance. They will also examine whether a product or service meets their specific needs. Usually, businesses request quotes or proposals from vendors at this point in the process.

The evaluation stage can be lengthy, and decision-makers may ask for input from others, such as employees or consultants. In some cases, businesses may want to set up a trial or pilot to test a product or service before making a final decision.

Stage 3: The Decision and Buying Stage

The customer compares products and solutions during this B2B buyer journey stage and makes a purchase. The decision stage is an integral part of the B2B buying journey, and businesses must understand what buyers are looking for at this stage. By understanding buyers’ needs at this stage, companies can ensure they are providing the information and resources that buyers need to make a decision. Reviews, product videos, demos, testimonials, price quotes, and sales proposals help potential customers decide between your solution and those of competitors.

Stage 4: The Loyalty Stage

The loyalty stage of the B2B buying journey is when customers are fully committed to a product or service and continue to use it, often for an extended period. This stage is characterized by high customer satisfaction and little to no churn. To retain customers , businesses must first provide a great product or service that meets the needs of their target market. They must also build strong customer relationships and provide excellent support. In addition, offering discounts, usage-based pricing , loyalty programs, and opportunities for feedback can help keep customers engaged with a brand.

People Also Ask

What are the four kinds of buying processes.

Businesses use four buying processes to make business purchasing decisions: straight re-order, modified re-order, new task, and complex decision. The straight re-order is the most straightforward buying process and usually only happens when a business is buying products or services they’ve purchased before. Then, the company already knows what they need and why they need it so that they can place an order for the same thing again. The modified re-order is similar to the straight re-order but with a few changes. In this case, the business may be changing the quantity of what they’re ordering, or they may be ordering a slightly different product that similarly meets their needs. The new task buying process is more complex. In this buying decision, a business is trying to purchase something new. In this case, the company will have to research what they need and why they need it. They’ll also have to compare different products and vendors to find the best option for their needs. The complex buying decisions are a business’s most complicated in the B2B buyer journey . It occurs when a company is trying to purchase something very expensive or risky, and they must consider all their options before deciding. In this case, businesses will often hire consultants to help them with decision-making.

What is the most important step in the buying process?

Some experts believe that the most important step in the buying process is identifying the customers’ need or want. Organizations can conduct research, surveys, interviews, and other data gathering methods to understand their customers’ needs. Once businesses understand customer wants and needs, they can create a product or service that meets those needs and then develop marketing strategies to address how their solution overcomes the customer’s challenges.

Why is the consumer decision-making process important?

The consumer decision-making process is important for businesses because it helps them understand why and how customers make purchase decisions. By understanding the steps involved in the decision-making process, companies can tailor their marketing efforts to match the needs and wants of their target market.  There are a variety of factors that can influence the consumer decision-making process, including but not limited to: perceived risks and benefits of the product , perceived needs, past experiences, brand image and reputation, and marketing messages. These factors must be analyzed to create products and marketing and sales strategies to drive purchasing decisions. Ultimately, the goal is to create a satisfied customer base that will continue to do business with the company.

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Understanding the changing b2b buyer journey.

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Lilah Raynor, CEO & Founder of  Logica Research , helping organizations use research to engage customers & improve people's financial lives.

Many people are talking about the drastic changes to the consumer purchase journey due to Covid-19, but consumers aren’t the only ones changing the way they approach buying decisions. Transformation is also happening to purchase paths in the business-to-business (B2B) sector. As the CEO of a market research company, I've witnessed many of these changes.

Historically, B2B transactions have encompassed a complex sales process that involved multiple influencers and decision-makers. This often circuitous journey included research, evaluation and stakeholder engagement, then going back to conduct more research, more evaluation and stakeholder engagement before making any final decisions.  

Although some B2B journeys remain this complex today, the process is changing, thanks in part to the massive shifts we’ve seen in the 2020 and 2021 marketplace. Face-to-face meetings and in-person events came to a halt, so these avenues for helping the decision-making process were closed. In the frenetic, chaotic time that has emerged over the past year, many of us — including buyers — find ourselves with less time than ever before. This means the historically laborious B2B purchase journey has been streamlined. 

It remains true that buyers still must go through basic steps in the purchase journey — identifying the business need, researching solutions, evaluating options and then, ultimately, making a decision. The difference today is that buyers are doing more research online and on their own than before, and this research cycle appears to be getting shorter and more efficient.

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Just a couple of years ago, Gartner, Inc. published findings that showed 27% of buyers’ time was spent on independent research online, while 17% of their time was spent meeting with suppliers. Today we're witnessing a shift . The need among B2B buyers to simplify and streamline their purchase decisions as much as possible is accelerating.

In the past, sellers could likely pinpoint a clear handoff between marketing and sales. This transition has become fuzzier as more buyers are reliant on self-serve, online research. This often results in pressure placed on a company’s online presence to do the heavy lifting for both the marketing and sales teams. Sales teams need in-depth information about a prospect in order to communicate the fit — and benefits — of a product with a buyer’s specific needs. This has to be done quickly and clearly so that a buyer can move from decision to onboarding and implementation.

Assessing Your B2B Buyer Journey

Of course, when it comes to B2B decision making, specifics will vary for different industries, business models and use cases. Whether you have a lower-cost, monthly-licensed software-as-a-service (SaaS) product, a product that requires a large budget and resources for implementation, or something that can be offered as an add-on to existing services with relatively low risk, it's important to understand the buying journey so that you can modify your marketing and sales strategy to meet the needs of the buyer of today.

No matter the sector, there are critical questions you need to answer in order to guide today’s buyer purchase journey:

• Awareness: How do you get the attention of your buyers in a crowded marketplace?

• Consideration: How do you move into their consideration set and outshine the competition?

• Decision: How do you close the sale?

Getting actionable insights to address these questions is critical. The right approach to path-to-purchase research can help drive leads and close deals. Here are some steps you can take to assess your buyer's journey:

Know your buyers.

What do you know about your buyer’s journey right now? Start out by talking to key stakeholders, such as sales and marketing team members, and identify what you know today. 

Identify your knowledge gaps.

What don’t you know? Identify whether you need to understand the entire buyer’s journey or whether you need to focus on a specific part of it. For example, you may need to understand the top of the acquisition funnel such as how to drive awareness of your product and build marketing campaigns. Or, you may need to know more about the bottom of the funnel, such as how to close the sale, or somewhere in between, like how your prospective buyers are researching you online.

Conduct research. 

What insights do you need? Conduct research to fill in the knowledge gaps. Designing and implementing a thoughtful research study is the key to answering your questions and obtaining the most useful insights.

If you're looking for an external market research company to partner with, as someone in the research industry, I recommend looking for a partner with relevant industry experience, relevant study methodology experience and customization options to meet your company’s specific needs. Search for a partner who can go beyond the data to help tell the story of your insights about the purchase journey, and use that information to fully engage your stakeholders, develop a strategy for success, obtain a budget and implement the plans you need to make your product or service a success.

An actionable research study is likely to include a combination of in-depth qualitative research, as well as quantitative research to validate findings. Specifically, consider: 

• Qualitative research includes customer and prospect interviews, focus groups or online discussions. This research allows for a deep dive into the steps in the journey, the relative importance of each step and how you can influence potential buyers.   

• Quantitative research is used to validate the sequence and priority of the steps and ultimately measure the key influences that could help drive new acquisitions.

Implement working sessions to socialize the results with internal stakeholders to allow for input and identify specific actions that can be taken to inform marketing and sales plans.  

Like everything else around us, the B2B decision-making process is reshaping itself to fit our new reality. Understanding how it will impact your sales processes and key customer touchpoints will be critical in future-proofing your business. Buying decision research is an important piece in guiding the experience that you're delivering and, ultimately, will help make the difference between increased acquisition — or not.

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Mastering the B2B Buying Journey: Essential Strategies for Marketers

March 21, 2024

Today’s B2B buying journey has dramatically evolved. Buyers now take a self-guided approach, engaging with sellers much later in the process.

A recent study by 6sense , echoed by findings from Marketing Charts , reveals this shift. It shows that buyers often wait until they are nearly 70% through their decision-making before reaching out to vendors. Even more striking, a vendor that makes the first contact with the buyer wins the business 84% of the time!  These dramatic changes demand a fresh look at how B2B marketers strategize.

In this article, we dive into these insights, uncovering how businesses can adapt to meet the modern B2B buyer’s needs. Let’s explore the key findings and strategies that can help your company stand out in the B2B marketplace.

Quick Takeaways

B2B buyers typically initiate contact with sellers 70% through their decision-making process, highlighting the need for vendors to establish visibility and credibility early.

The vendor that makes the first contact with the buyer wins the business 84% of the time, emphasizing the importance of being top-of-mind during the early stages of the buying journey.

Strategies such as thought leadership content, expert consultations, and educational events are crucial for early engagement and influencing buyers’ preferences and requirements.  

Success in the B2B buying journey requires leveraging data for personalized engagement, building strong relationships, and adapting strategies based on buyer behavior and market trends.

The Shift in Buyer Engagement

The way B2B buyers engage with sellers has dramatically shifted. Research underscores a significant change: Buyers now engage with sellers almost 70% through their buying journey. This delay means they spend a substantial portion of their decision-making process independently, gathering information and setting their requirements without vendor input.

A pivotal insight from the study highlights this trend. Before contacting vendors, 78% of buyers have either fully established or mostly decided on their requirements. Additionally, buyers take the initiative to contact vendors 83% of the time, indicating a proactive approach in their search for solutions.

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These statistics underline a critical shift. The modern B2B buyer prefers to navigate the bulk of their purchasing journey on their own terms. This change challenges vendors to find new ways to become part of the buyer’s journey earlier, ensuring they are in a position to influence decisions from the outset.

Winning Early in the Buyer’s Journey

Securing a position early in the B2B buying journey is more crucial than ever. The findings are clear: 84% of buyers choose the vendor they contact first. This statistic reveals the significant advantage of being top-of-mind when buyers decide to reach out to vendors.

The importance of early engagement cannot be overstated. It means vendors must strive to be the first point of contact. Achieving this requires not just visibility, but also establishing credibility and trust before the buyer formally initiates the purchase process.

Engaging early helps vendors shape the buyers’ requirements and preferences. Since buyers have usually set their criteria by the time they make contact, influencing these criteria beforehand can set a vendor apart from the competition.

This early influence can dramatically increase the chances of being chosen as the preferred vendor, underscoring the need for proactive engagement strategies in today’s B2B marketplace .

Key Engagement Strategies

To engage B2B buyers early in their journey, vendors must adopt a mix of strategies. These tactics not only attract buyers’ attention, but also position vendors as thought leaders and trusted advisors

Thought Leadership Content

Creating and sharing insightful content establishes your brand as an authority in your field. This content can include whitepapers, research reports, and blog posts that address industry challenges and trends.

By providing valuable information, you attract buyers who are seeking solutions and insights during their independent research phase.

1-on-1 Subject Matter Expert Consultations

Offering consultations with experts can significantly influence buyers’ decisions. These interactions allow vendors to address specific buyer concerns, tailor advice to their unique needs, and build a relationship early in the buying process.

Practitioner Communities

Building or participating in communities where practitioners share insights and experiences can be a powerful way to engage with potential buyers. These platforms offer an informal setting for vendors to demonstrate expertise, understand buyer challenges, and subtly influence their preferences.

Educational Events

Hosting or participating in webinars, workshops, and seminars can attract buyers who are actively seeking knowledge. These events offer a direct way to engage with potential buyers, showcase your solutions, and understand their needs and concerns.

Buyer Interaction Preferences

Understanding how buyers prefer to interact during their purchasing journey is key to engaging them effectively. Vendors must offer a mix of virtual and in-person interactions, supplemented by high-quality, informative content.

Understanding and catering to these preferences can help vendors connect more effectively with buyers and influence their decisions during the crucial stages of the buying journey. The research sheds light on these preferences, offering valuable insights for vendors.

Virtual Meetings with Vendors

Virtual meetings have become a staple of the B2B buying process, with 55% of buyers engaging in these interactions. The convenience and efficiency of virtual meetings make them popular, but they come with the challenge of making a strong impression remotely.

In-Person Meetings

Despite the rise of digital communication, in-person meetings remain highly valued, with 45% of buyers preferring this method. These interactions are often seen as more engaging and effective in building relationships and trust between buyers and vendors.

Consuming Vendor Content

Vendor content plays a crucial role in the B2B buying journey , with 43% of buyers consuming it. This content, whether it’s case studies, product demos, or industry insights, influences buyers’ decisions and perceptions of vendors.

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Strategies for success.

To effectively navigate the evolving B2B buying journey, vendors must adapt their strategies to meet the modern buyer’s needs. Success hinges on early engagement, understanding buyer preferences, and tailoring approaches to influence buying teams. Here are actionable strategies to achieve these goals:

Become a Resource Early On: Establish your brand as a go-to resource long before the buyer decides to make a purchase. This involves producing valuable content, offering insights through various channels, and positioning your company as an industry leader.

Leverage Data and Insights: Utilize data analytics to understand buyer behaviors, preferences, and needs. Insights gathered from data can help tailor your marketing efforts, ensuring you reach the right audience with the right message at the right time.

Personalize Engagement: Customized experiences resonate more with buyers. Personalization can range from tailored content to bespoke consultations, ensuring that interactions meet the specific needs and interests of each buyer or buying team.

Strengthen Digital Presence: In a journey where much of the initial research is done online, a strong digital presence is essential. Ensure your website, social media, and other digital platforms are optimized to attract and engage potential buyers.

Focus on Relationship Building: Even in a digital age, personal relationships remain crucial. Strive to build genuine connections through every interaction, whether digital or in-person. Trust and reliability are key factors in a buyer’s decision-making process.

Monitor and Adapt: The B2B buying journey is not static. It’s vital to continually monitor trends, feedback, and performance metrics. Be prepared to adapt strategies as the market and buyer behaviors evolve .

Implementing these strategies requires effort and dedication, but the rewards are clear. By engaging buyers early, personalizing the journey, and building strong relationships, vendors can position themselves as the preferred choice in the competitive B2B marketplace.

Wrapping Up: Key Insights on the B2B Buying Journey

Understanding the B2B buying journey is essential for vendors aiming to succeed in today’s market. By recognizing the shift in how buyers engage and adopting strategies to meet their evolving needs, vendors can navigate this journey more effectively.

Early engagement, tailored content, and building genuine relationships are key to influencing buyers’ decisions. As the landscape continues to change, staying informed and adaptable will ensure that your strategies remain effective, helping you to connect with buyers and stand out in the competitive B2B marketplace.

ISBM is a nonprofit, global network of business researchers and practitioners. Ask about how an ISBM Membership can help you now or visit ISBM today to learn more!

ISBM is the premier organization for dynamically and intimately connecting B2B marketing professionals with thought leaders, educators, and the latest academic research. Our mission is to advance the science of B2B marketing and help B2B companies drive growth and sustainability.

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2024 release wave 1: Transforming experiences with Microsoft Copilot and Dynamics 365

• By Lori Lamkin, Corporate Vice President, Customer Experience
• Dynamics 365 Sales
• Microsoft Copilot for Sales
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In this extraordinary age of AI, we find ourselves on the brink of a profound revolution. Companies are looking for generative AI to solve longstanding problems around customer connection, loyalty, and seller productivity. Businesses are on a journey to become a digital-first business, not only to connect with customers, but to benefit from the advances in AI. 

Both winning and retaining customers requires a unified customer understanding and ability to orchestrate experiences across sales, marketing, and service. To deliver exceptional experiences, businesses need a solution that breaks down data silos between applications and departments so sellers, marketers, and service agents can get the right information in the right interface at the right time.

Dynamics 365 2024 release wave 1

Release wave 1 brings new innovations and capabilities to transform your business. 

Imagine if your sellers could effortlessly collaborate with contributing stakeholders and had the exact right information at the exact right time to make a persuasive sales pitch that speaks to the needs and wants of each individual customer to cement the sale.

Imagine if your marketing team could create the perfect end-to-end campaign, one that aligns input across departments, that pulls in the perfect target audiences, that includes campaign assets aligned with your brand identity. And instead of doing so in months, being able to create a good draft…in minutes.

Imagine if each time customers interacted with your company, no matter what department or touchpoint they engage with, they felt known, and each interaction built on the last.

With generative AI and our Microsoft Dynamics 365 customer experience solutions, these “imagine ifs” are reality.

The innovative capabilities that are coming to you in Microsoft Copilot for Sales, Microsoft Dynamics 365 Sales, and Microsoft Dynamics 365 Customer Insights will help you elevate the seller experience through AI-driven process transformation, optimize the buying journey with the power of data, and personalize every customer interaction.

Elevate the seller experience through AI-driven process transformation

A recent study of sales professionals showed that up to 70% of their time is used for administrative and non-selling tasks that reduce the quality of their interactions with customers.

With Copilot for Sales and Dynamics 365 Sales, we enable innovative AI-enriched experiences to support sellers as they move through the sales process. We help transform sales teams from just following leads and opportunities into being trusted advisors who can predict and support customer needs.

Copilot for Sales is designed to be an invaluable assistant helping drive productivity and improve sales efficiency. It combines all the unique role-based sales capabilities with Microsoft Copilot for Microsoft 365 to deliver a unified and highly relevant seller experience right within the Microsoft 365 suite of applications, keeping the seller in their flow of work. Sellers can use chat to identify answers to top sales questions, whether it’s to find out more about an account or opportunity, or to view the sales pipeline. We deliver relevant sales context using natural language and prompt-based actions.

Let’s look at some of the newest features within Copilot for Sales , an application for sellers who use either Dynamic 365 Sales or Salesforce but prefer to work within their Microsoft 365 productivity apps to manage their day:

• Enhance email summaries and replies to minimize app switching and provide a response that’s aware of the customer context. Insight related to sales such as buying intent is emphasized, and suggested changes such as updates to sales stages, opportunity budgets, or estimated close dates appear in the side panel allowing instant updates.
• Easily create meeting preparation reports that give you the information you need to engage your customers confidently. You can share the meeting prep with your team members so everyone can be on the same page with knowledge about the customer and the account. Using the power of Copilot in Word combined with Sales insight from your customer relationship management (CRM) application.
• Get immediate AI-generated tips, suggestions, and advice in Microsoft Teams meetings to help sellers concentrate on the meeting dialogue and ensure they can respond quickly to requests and possible challenges, such as competitor references, by surfacing relevant information when and where they need it.
• Generate post-meeting follow-up quickly and easily allowing sellers to follow-up with tasks and notifications that are generated from the Teams intelligent recap screens and review the key questions that need to be answered. Follow-up work with their team members can be managed using deal rooms and planner activities to review task suggestions and assignments ensuring no follow-up is missed.
• Keep systems up to date without the pain of manual effort. Copilot for Sales allows for quick creation of records, such as leads and opportunities, right in the Microsoft 365 surface area. In the Copilot side panel, create new records and update fields using pre-filled suggestions without leaving the screen.

Dynamics 365 Sales continues to be our market-leading CRM solution designed to streamline sales processes, cultivate customer relationships, and expedite deal closures for businesses of all sizes. We bring the power of generative AI right inside this surface area and help sellers transform their CRM interactions to support customer conversations and land deals. With the latest release we’re helping sellers to:

• Transform the CRM sales experience by using the immersive full-screen Copilot view right in Dynamics 365 Sales. Get all key information in one place including pipeline, suggested actions, deals in progress, and real-time insights on key accounts. Sellers can query that information to get further details and insights using natural language and suggested prompts. Use it to get started every day as a homepage for all sellers using Dynamics 365.
• Make the best use of prospecting time with intelligent lead management to make sure that sales development teams are using their time wisely and focusing on leads that have a higher chance of closing quickly. In this release, we’re adding qualification criteria that incorporate signals to help show how interested the customer is. The distribution of those leads is then improved based on seller capacity and our new notification alerts make sure that sellers don’t lose the opportunity to interact when the timing is right.

Optimize the buying journey with the power of data

It all starts with data. Generative AI takes what used to be specialized and trained roles and democratizes them so customer experience (CX) professionals can use and take advantage of the data, insights, and workflows from their CRM system. Generative AI will autonomously assist customers and sellers in their day-to-day experiences to:

• Elevate customer experiences in real time : With Dynamics 365 Customer Insights, CX professionals can now ensure customer profiles and associated insights are updated in real time based on data signals, allowing them to provide the most targeted and personalized experience as they engage with your website or mobile app, which will foster loyalty, increase engagement, enhance satisfaction, and drive higher conversion rates.
• Know your account better with AI-generated account summaries in Dynamics 365 Sales : With integrated data from Dynamics 365 Customer Insights, sellers can now quickly access a comprehensive overview of each account, enabling them to prioritize their work effectively and engage with customers in a more personalized and targeted manner.
• Maximize sales success with AI-suggested past successful deals : In Dynamics 365 Sales, sellers now have the ability to use the collective intelligence from past successful deals to identify and pursue similar opportunities effectively. This AI-driven feature simplifies the decision-making process and increases the likelihood of closing deals quickly. By analyzing personal success stories and industry-specific data, sellers can make well-informed decisions that enhance sales effectiveness. The strategic use of AI suggestions not only improves efficiency but also significantly raises the chances of winning deals, thereby boosting overall sales performance.

Personalize every customer interaction

Marketers and CX professionals are being empowered to go beyond automated spam to creating cross-channel cohesive, conversational experiences that drive loyalty and retention. The innovative capabilities in Dynamics 365 Customer Insights that are releasing in this wave enable CX professionals to:

• Take campaigns from concept to launch in minutes using Copilot in Customer Insights Journeys : With Copilot, instead of breaking down a series of fragmented work items, the team begins by telling Copilot the outcome they want to achieve . In minutes, they’re presented with the new project board, curating ideas for every component central to the campaign: such as segments, content, and journeys, all ready for review. It’s fueled by unified data from all sources of customer data, brand guidelines, past campaigns, and creative briefs.
• Generate unique on-brand creative assets in minutes : No more scouring media libraries or resorting to use of stock images. You can ensure images are on brand and personalized for each audience, generated by Copilot using the new Typeface integration. Copilot allows you to generate variations that then can be used for personalization —no special photo editing abilities required.
• Personalize omnichannel experiences with no code using Optimizely : Dynamics 365 Customer Insights and Optimizely now unlock omnichannel personalization and experimentation capabilities, enabling marketers and citizen developers to personalize every customer touchpoint with no code or prior expertise required. By combining insights and segments from Customer Insights with Optimizely audiences, you can create experiences that are tailored to your customer’s browsing activity, their loyalty, past engagement history, and other real-time signals. Moreover, you can continue the conversation or re-target your visitors by delivering the same consistent experience through customer journeys, based on which Optimizely treatment cohort the customer was part of.

With generative AI and Copilot, we’re revolutionizing the workflow for sellers and CX professionals. First, sending personalized content at every stage of the marketing campaign, improving the quality of sales leads, and next, optimizing the productivity of sellers and enhancing every single engagement with their customers, helping them to close deals faster, all thanks to Copilot. There has never been a more exciting and productive time to be a seller or marketer. We can’t wait for you to experience it.

Learn more about 2024 release wave 1 capabilities

The future of customer experience is here, and it’s driven by cutting-edge AI technology that empowers businesses to better connect with their customers, drive sales, and improve overall satisfaction for both customers and employees. This release wave is truly driving transformative change for customer-facing roles, so get your organization set up today.

To see how all of this comes to life, watch the CX overview segment of the  Business Applications Launch Event and check out the 2024 release wave 1 plans to read more about these game-changing capabilities.

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New Strategic Planning Process

Stockton will embark on a new strategic planning process to help chart the course for our University’s success in the coming years.

The planning journey will be a collaborative effort, drawing upon the collective expertise and aspirations of all members of the Stockton community.

The process will integrate essential elements of President Joe’s commitment to the Stockton community:

• Transparency
• Collaboration
• Relationship-focused

Your ideas, perspectives, and insights will be invaluable as we take this journey together.

Get Involved

Volunteer to be a part of the process.

Interested in volunteering for Stockton’s new strategic planning process? Sign up by Wednesday, May 15th.

Complete a survey

Complete a quick survey to help us gather ideas about Stockton’s future and how we might prepare for the opportunities and challenges that lie ahead (survey open through Wednesday, May 15th).

Participating in this survey is voluntary and confidential. Although access to the survey is granted by entering your portal username and password , this process only verifies your eligibility and ensures duplicate surveys can’t be completed by the same individual.  Login information: (1) will not be coupled to responses in any way; and (2) will be expunged at the end of the survey period.

Attend an Open Forum

Participate in an open forum. Details coming soon. 

Submit any questions or feedback about the planning process to [email protected] . This email is monitored by the co-chairs of the Steering Committee. 

Steering Committee (as of April 19, 2024)

• Dr. Michael Palladino, Provost and Vice President for Academic Affairs, Co-Chair
• Dr. Peter Baratta, Chief Officer for Strategic Planning and Effectiveness, Co-Chair
• Dr. Lee Bryant, Assistant Dean of the School of Health Sciences 
• Dr. Christopher Catching, Vice President for Student Affairs
• Emari DiGiorgio, Professor of Writing & First-Year Studies, Stockton Federation of Teachers (SFT) President
• Todd Doughty, Painter, Interim President of the International Federation of Professional and Technical Engineers (IFPTE)
• Lauren Fonseca, Tutoring Center Specialist/Coordinator of Academic Support, Staff Senate President
• Dr. Ariane Hutchins-Newman, Associate Provost for Academic Success
• Dr. Claudine Keenan, Interim Vice Provost & Tenured Professor of Instructional Technology
• Dr. Michael Law, Associate Professor of Biology, Faculty Senate President
• Dr. Ian Marshall, Dean of the School of Arts and Humanities
• Dr. Amanda Norvell, Dean of the School of Natural Sciences and Mathematics
• Geoffrey Pettifer, Associate Vice President for University Relations and Marketing
• Jennifer Potter, Vice President for Administration & Finance and Chief Financial Officer
• Andrea Sandoval, Senior Environmental Studies Student, President of the Student Senate
• Robert Wallace, Assistant Supervisor, President of the Communications Workers of America (CWA)

Aascu’s strategic plan collaborative.

Stockton is one of five institutions nationwide selected for the Strategic Plan Collaborative sponsored by the American Association of State Colleges and Universities (AASCU). This unique opportunity will allow our University to partner with AASCU to incorporate nationwide promising practices into our strategic planning process. More information will be available in the coming months.

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A Better Connected Care Journey

Gone are the days of point solutions and patched-together processes for connected care . At this point, healthcare organizations should be moving toward a more integrated vision of digitally enabled care delivery .

Some organizations will need help overcoming persistent hurdles. But here are key areas where connected care has become a more seamless part of day-to-day service offerings.

Click the banner below to create connected care workflows that improve healthcare experiences.

• Remote patient monitoring : RPM leverages connected medical devices and videoconferencing and collaboration platforms to manage patients in their homes. There’s growth in programs to support chronic disease management and care coordination after hospitalization.
• Telesitting and virtual nursing : Qualified teams can monitor multiple patients remotely and support bedside care teams on administrative and repetitive tasks.
• Virtual rounding : Physicians can check in with patients in a more timely and efficient process while following physical distancing protocols as needed.
• eICUs : An electronic intensive care unit could help an organization establish a centralized clinical command operation to provide care to at-risk patients and support understaffed teams.

Freshen Up Your Digital Transformation Journey

Healthcare organizations that feel stagnant in their digital transformation projects can find inspiration in three lessons from CDW’s own journey :

• Value action over reaction . Make sure that IT investments align with enterprise aims. “The big change is that IT has become less of a reactive discussion and much more proactive and strategic,” says CDW CTO Sanjay Sood.
• Take a step back . Whether it’s undergoing a third-party assessment or adopting a standardized framework for your project, sometimes a new perspective works wonders.
• Pin down an AI strategy . Artificial intelligence will be a part of more workflows to come. Organizations should start implementing an AI approach if they haven’t already.

LEARN MORE:  Here's why engaged team members boost the success of digital transformation.

• Data Analytics
• Digital Workspace
• Electronic Health Records

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