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 and campaigns that address each stage, using metrics like engagement rate and progression velocity to evaluate success.
Mapping the buyer journey also fosters alignment between marketing and sales, ensuring consistent messaging and measurable contribution to pipeline. It’s the backbone of modern demand generation strategy.