What is buyer's journey in sales and why it matters

What is buyer's journey in sales and why it matters

For sales and marketing teams, it's become known that a go-to-market strategy should never be a one-size-fits-all approach. You must take the time to personalize the sales and marketing process by familiarizing yourself with the buyer's journey. The buyer's journey is an essential part of your success and needs to be used for outlining an effective marketing strategy. 

If the marketing team can pull it off correctly, it can vastly improve your sales. Additionally, you’ll understand what your customers are doing and how you can help them proceed from one stage of the buyer’s journey to the next. For this post, we’ll define the buyer’s journey and help you comprehend just how and why it should matter in your company. 

What is the buyer's journey?

The buyer’s journey is the purchasing process or journey of the buyer, which customers go through to purchase a product. The process is executed to become aware of, identify, and buy a new service or product. 

The buyer’s journey is made up of three stages, which are crucial in the final decision on whether to buy the product or not.

By gauging the buyer’s journey throughout the process of inbound marketing, marketers and sales teams can define a path of a prospect as the framework. That way, businesses can develop customized targeted content for each stage of the buyer journey. 

Why the buyer’s journey matters

Now, you may be wondering why does a buyer’s journey matters? The answer is quite simple.

By offering value and answers at every stage of the buying journey, you can nurture customers towards making a decision, and if done well, the decision to purchase from you. You can avoid the mistakes caused by traditional methods, such as waiting until they are ready or delivering a tough sales pitch. 

Instead, you have the chance to give them what they need according to their specific stage and help them move in the right direction. Dispensing a lead with your professional guidance instead of attempting to prompt their hands will develop trust. If there’s one thing you’ve already learned about the business world is that trust can have a massive impact on today’s buyers. By nurturing that lead according to the position on the buyer’s journey, you have the opportunity to convert them. 

As you can see, the buyer’s journey is essential to your success. Hence, you need to take the time to learn about each stage of the buyer’s journey. Understanding each stage allows you to know how to better engage with your clients and help them reach the last stage of the decision-making process. 

The three stages of the buyer’s journey

Generally speaking, the process of the buyer’s journey consists of the following:

Before a customer becomes a buyer, they undergo a series of stages of the buyer’s journey. 

Awareness Stage

The first stage of the buyer’s journey is the awareness stage. Some people may struggle to understand this stage, but it’s one of the most critical stages. The awareness stage usually focuses on the individual who: 

A recently established company or business offering a new product will have a higher requirement for awareness content in comparison to an organization that’s been selling the same product for years. To market people in the awareness stage, it’s crucial to understand the target audience. When you build or promote awareness content, you don’t want to make the content a challenging sell. 

For this stage, organizations have to educate the audience on what may be causing the issue and risks of inaction connected with them, rather than solely letting them know that your company can solve the problem. 

While developing the buyer persona at the awareness stage, one key aspect is to determine the questions these individuals may ask themselves. Consider the keywords these people use in Google when they are attempting to discover how to find a solution to their issue. 

Research shows us that a significant amount of people turn to Google when they are looking for answers. When searching for information, people type all sorts of keywords into Google. At the first stage, such questions are usually open-ended. 

Another thing you need to consider is what problem the buyer may be dealing with if they are not using the solution offered by your business. Asking these questions will help you build content, which can educate people who are unaware that they have a problem that needs solving. 

Demographic data can be valuable at this stage. The data can be used to promote the content you’ve created. The most effective way to prompt your brand during the awareness stage is by creating content. You can come up with “how-to” content by answering questions that better the odds of reaching out to the target audience in search engines. 

For example, the content you showcase can be titled: 

When you are marketing to people at this stage, it is necessary to build content that highlights the solution. The reason for this is because the content does a better job of highlighting the problem with inaction. By promoting this content, you can gain their attention and ensure buyers will not experience any issues in the future. 

To target individuals who are unaware they have an issue, it’s critical to know where your target audience hangs out. That means promoting the content in places such as Facebook or Linkedin. The reason for that is due to people not realizing they have a problem and thus, are not doing enough research through Google. Hence, it is necessary to ensure your content does not take a single form, and you have to go through different approaches to build content for the awareness stage. 

Consideration stage

With a clear-cut aim and commitment to addressing the issue, the consideration stage focuses on what the buyer has available to them. 

For this stage, you are providing crucial details to assist the buyer in making the best possible decision. Here are several examples of content created during the consideration stage that can guide the lead into the decision stage. 

  1. Professional guides
  2. Product comparison guides
  3. Live interactions such as videos or podcasts

While using these forms of communication, use keywords such as provider, service, and tool. Consider the categories of solutions the customer may search for and how they educate themselves on these issues. Then, use that information to develop content offers. 

Decision Stage

When the buyer has reached the decision stage, they are close to finishing the buyer’s journey and will make a purchase soon. The buyers in the decision stage decide that the best possible solution is going to be in association with solving the problem. 

Generally speaking, this is the stage where buyers are looking for the best product and one that grants them the best offer. Prospective customers are comparing features and prices. That needs to be balanced, particularly when it comes to dealing with B2B companies. The market you approach will vary depending on your offering. 

For example, the content you provide can be used to persuade buyers in the decision stage, but the product demo has a better impact on this stage. For companies dealing with the B2B market, they need to concentrate on ROI when creating content. Each piece of content needs to be clear about how your offering can provide excellent results, which surpass the price that is being offered. One way to pull this off is by giving customer case studies on how the product has benefited your past customers. 

It is also possible to incorporate data from third-party customer testimonials and papers on company product development and ethos. Keep in mind that all of your customers will differ from one another, which means they are influenced by different means. Try to cover as many bases as possible to maximize your chances of convincing the customer from various perspectives. After all, the content you are providing is there to help increase the chances of a sale. 

The buyer at this stage may also spend a significant amount of time researching data, reading reviews from vendors and other materials to make a final decision. Content offered at this stage could include product or vendor comparisons, free trials, and case studies. Essential terms to insert in your content are pros and cons, compare, test, and review. They help with the decision-making and ensure the content is a valuable resource and not a sales pitch. 


As you’ve read, a buyer’s journey is critical to the overall success of your business. The information above should give you clear insight into how it helps you and what you can do to ensure your buyer’s journey is successful. If you wish to help things further along, consider checking out our extension tool for Zoom.