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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. 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. By understanding this unique process, you can keep your prospects engaged and help them move in the direction you want, nudging them closer to buying from you.

This is exactly why understanding the customer buying journey buying journey matters. So if you expect people to buy the moment they show interest, you’re basically asking them to behave like robots. Once completed, your sales and marketing teams can use your buyer journey map to optimize content, guide behaviors, and increase customer acquisition. However, buyer journey maps can serve as a guide to learn more about consumer behavior and how to capitalize on it.

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If you want to understand the ins and outs of either, it starts with distinguishing the two. The B2B buyer’s journey and the B2C buyer’s journey may sound the same, but, in practice, they’re entirely different. In the next section, I’ll break down the key differences between the two journeys so you can modify your sales strategy accordingly.

Buying journey terminology

Organizations optimize buyer journey by mapping content assets and touchpoints to each stage, ensuring prospects access appropriate resources matching their current needs. The buyer journey operates as a continuous process where prospects progress through recognizable stages while exhibiting specific behaviors, consuming particular content types, and demonstrating varying levels of purchase intent at each phase. Unlike traditional linear sales funnels that assume sequential progression, modern buyer journeys reflect how prospects move fluidly between stages—researching solutions before fully understanding their problem, evaluating vendors while still building business cases, and revisiting early-stage educational content during late-stage negotiations. Having a grasp on the buyer stages can also help you understand potential barriers to purchase, including pain points and what your competitors are offering. They can provide attractive physical collateral that contains details about their merchandise, as well as about any current retailer-specific offers like financing.

The Beginner's Guide to Digital Marketing Funnels

Limited-time offers and discounts encourage buyers to act fast. If it's hard to buy, people might leave their carts. A clear call-to-action helps guide them to purchase.

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Search Engine Optimization (SEO) is a crucial part of building up online presence through your website. They’re a great way to connect with people and show what you’ve got… If you are starting out with your website and want to grow your online presence, then it is important that you have a marketing funnel… Get your hands on my Customer Journey Audit Checklist — thesimple tool that helps you spot what’s really holding you back. It’s a fast, easy way to map and optimize the five stages of the customer purchase journey for better results. Now that you have learned the importance of each stage in the buying journey, it’s time to align your marketing activities to effectively convert customers and grow your business.

Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; and the shared wisdom of our clients. Featuring more than 50 interactive sessions and eight dedicated B2B tracks, Forrester’s B2B Summit North America — being held in Phoenix and digitally, March 31–April 3, 2025 — will offer marketing, sales, and product leaders and their teams new frameworks and guidance to drive growth and better adapt to the changing buyer landscape. With QuestionPro, the purchase journey becomes more than just a transaction. In a time when online shopping is becoming more popular, people worry about the safety of their personal and financial details. Many companies are willing to work with customers to ensure a satisfactory resolution. Navigating the returns process can be a headache, especially when companies have complicated return policies or unresponsive customer service.

How most B2B companies market, and why it doesn’t work

• Next to that, from interviews, extract the thought leaders, events, communities, associations etc, to study in the next steps.
• At this stage, you’re helping prospects evaluate their options and gently showing why your product/service might be the right choice.
• This helps them understand their options better.
• The buyer journey is important because it enables you to examine your prospects’ choices at each stage, thereby improving your customer acquisition process.
• In this article, I’m going to show you why the root reason behind miserable results of B2B marketing is the fundamental mismatch between the way companies market and sell, and the way that modern B2B buyers buy.

After an offer is accepted, it’s time to apply for a mortgage. Find a home and access resources to help you with the homebuying process in one place. When you find a match, your agent can help you make an intelligent, informed offer. Try to preview properties online, and have your real estate agent show you only listings that are right for your needs and your budget. Neither of these are a commitment to lend, but they can help show sellers you’re serious when you’re ready to make an offer.

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Then, follow the advice in this guide to fill out each section. Use our free buyer’s journey template to record key information about your buyer journeys. Once you’ve identified the keywords you want to target, you can create SEO-friendly content and/or paid search ads.

Then, follow the next steps to develop a buyer journey for your top segment, before refining it for the other segments. That’s why you want to start with market segmentation. The number one step to start marketing the way your customers buy? In the next section, I’ll share 44 questions you can ask your customers to better understand their buying journey.

This gives a good indication of what buyer journey stage the keyword corresponds to. In the “Intent” column, you can see the type(s) of search intent behind each keyword—i.e., the general purpose behind the user’s search. One of the best ways to find keywords is with our free keyword tool. But it’s important to target keywords used in the earlier stages, too.

Using the previous example, I could provide a guide to selecting the perfect flat screen TV. For example, look for keywords that are related to the awareness and consideration stages. After you’ve identified the queries customers use for each stage, the next step is to create content that moves customers closer to purchase. Finally, if someone searches for “Sony 42 in lcd,” they are definitely in the decision or purchase state since it is a very specific product query. As I highlighted above, providing the right content for each stage of the buying cycle is key to engaging prospective customers. In addition, in this stage, you can ask a customer for a review or a testimonial on how this product or service helped them with their needs.