Buyer journey mapping visualises the stages and interactions a prospect experiences from awareness to decision. It helps marketers identify the motivations, pain points, and decision triggers that influence purchase behaviour.
In B2B marketing, journey mapping goes beyond linear funnels; it accounts for multiple stakeholders, longer decision cycles, and varying entry points. It aligns content strategy, campaign sequencing, and sales outreach with real-world buyer behaviour.
The output serves as both a planning and optimisation tool, revealing where friction occurs, what content resonates most, and how marketing and sales can collaborate to guide prospects more effectively toward conversion.
