What is Buyer Journey?
The process a B2B buyer goes through from identifying a problem to purchasing a solution.
Definition
The buyer journey (or buying journey) is the sequence of stages a B2B buyer moves through: Awareness (recognising they have a problem), Consideration (researching possible solutions), Decision (evaluating specific vendors), and Purchase (selecting and buying). In B2B, the journey is rarely linear and involves multiple stakeholders, each at different stages. Modern buyer journeys are 70% self-serve (Gartner) – buyers do extensive research before talking to vendors.
Why Buyer Journey Matters
Understanding where a prospect is in their journey changes everything about your outreach. A buyer in the Awareness stage needs educational content. A buyer in the Decision stage needs pricing and case studies. Mismatching your message to their stage is the #1 cause of low response rates.
How IngageNow Uses Buyer Journey
IngageNow's behavioural scoring dimension tracks buyer journey stage based on content consumption patterns. A prospect reading blog posts is in Awareness. A prospect viewing pricing + case studies + comparison pages is in Decision. The AI tailors messaging accordingly.
Try IngageNow FreeRelated Terms
Assigning numerical values to leads to prioritise those most likely to convert.
Signals that indicate a company or individual is actively researching or considering a purchase.
A lead that has shown interest through marketing interactions and meets basic qualification criteria.
A lead that has been vetted by the sales team and confirmed as a genuine potential buyer.