Buyer behaviour refers to the patterns, motivations, preferences, and decision-making processes that shape how B2B buyers research, evaluate, and select solutions. Modern buyer behaviour is highly self-directed, with prospects consuming content, comparing vendors, and exploring options long before engaging sales.
Understanding buyer behaviour helps marketers build content ecosystems and map buying stages. When used strategically, buyer behaviour insights help organisations anticipate needs, personalise outreach, and create buyer journeys that feel relevant, timely, and supportive across the entire evaluation cycle.