Buyer’s Journey

What Is The Buyer’s Journey?

The Buyer’s Journey is the path a prospect moves through from first recognizing a problem to ultimately making a purchase decision. It’s typically broken into three stages: awareness, where the buyer identifies a challenge; consideration, where they evaluate possible solutions; and decision, where they choose a specific product or vendor. Content built for the wrong stage of the journey tends to underperform no matter how well it’s written.

Why Is The Buyer’s Journey Important?

Mapping content to the buyer’s journey keeps a content strategy from producing a pile of unrelated assets. An awareness-stage blog post shouldn’t read like a decision-stage case study, and a prospect who isn’t ready to buy yet shouldn’t be handed a pitch. In cybersecurity specifically, the journey is often long and involves multiple stakeholders moving through the stages at different speeds, which makes journey mapping less of a nice-to-have and more of a requirement.

Can You Use Buyer’s Journey In A Sentence, Please?

“That case study is great, but it’s a decision-stage asset, and this prospect is still at the top of the buyer’s journey. Send them something else first.”

See Also: Persona, Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL)