---
title: Buyer journey
description: The buyer journey describes the process a prospect follows from recognising a problem to selecting a vendor.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Buyer journey](https://mixology-digital.com/glossary/buyer-journey)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:48:50 AM

The buyer journey describes the process a prospect follows from recognising a problem to selecting a vendor. It typically consists of three stages: awareness, consideration, and decision.

In B2B marketing, understanding this journey is key to delivering the right content at the right time. Marketers design [nurture sequences](https://mixology-digital.com/glossary/lead-nurturing) and campaigns that address each stage, using metrics like [engagement rate](https://mixology-digital.com/glossary/engagement-rate) and progression velocity to evaluate success.<https://mixology-digital.com/glossary/buyer-journey?hs_amp=true#g-buyer-journey-mapping>

[Mapping the buyer journey](https://mixology-digital.com/glossary/buyer-journey-mapping) also fosters alignment between marketing and sales, ensuring consistent messaging and measurable contribution to [pipeline](https://mixology-digital.com/glossary/pipeline). It’s the backbone of modern [demand generation](https://mixology-digital.com/glossary/demand-generation) strategy.

[View full post](https://mixology-digital.com/glossary/buyer-journey)

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