the buyer's journey

What Is the Buyer's Journey?

Updated: July 21, 2022

Published: April 21, 2021

Today's buyer is more informed than ever before, thanks to the vast amount of information available at their fingertips. Because of this, the balance of power has shifted from the sales rep to the buyer in most sales conversations . This is why pushy sales tactics are no longer effective the way they used to be.

buyer taking a train: conceptualizing the buyer's journey

Instead, to be successful in sales in today's day and age, sales reps must adapt their mindset from selling to helping . And the best way to start this process is becoming intimately familiar with who the buyer is and the journey they take on their path to purchase : The buyer's journey .

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What is the buyer's journey.

The buyer's journey describes a buyer's path to purchase. In other words, buyers don't wake up and decide to buy on a whim. They go through a process to become aware of, consider and evaluate, and decide to purchase a new product or service.

By understanding the buyer's journey , the pains and problems they experience along that journey, and the influencing factors that shape their thinking, sales reps can better empathize with the buyer and position their product or service along that path. So let's dig in a little further.

What are the three stages of the buyer's journey?

The buyer's journey can be broken down into three steps or "stages" that describe how they advance along their path to purchase: the awareness stage, the consideration stage, and the decision stage.

Here's how to conceptualize each stage:

Awareness Stage: The buyer becomes aware that they have a problem.
Consideration Stage: The buyer defines their problem and considers options to solve it.
Decision Stage: The buyer evaluates and decides on the right provider to administer the solution.

Now that the overall journey has been defined, let's take a look at each stage in greater detail, from the buyer's perspective:

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What is the buyer doing during the awareness stage?

The buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.

Example: "Why do my feet hurt all the time?"

What is the buyer doing the consideration stage?

The buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Example: "How do you treat arch pain?"

What is the buyer doing during the decision stage?

The buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.

Example: "Where can I get custom orthotics? How much will they cost?"

If you don't have an intimate understanding of your buyers, it may be difficult to map out the buyer's journey in a way that will be helpful from a sales perspective. In this case, be sure to conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey.

Tailoring Your Sales Process to the Buyer's Journey

With all of this in mind, buyers don't want to be prospected, or demoed, or closed when they're not ready. These steps add zero value, from their perspective, when offered at the wrong time.

However, where a sales rep can shine is in the instances when buyers are looking for additional information about your product that can't be found online.

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Buyers are identifying the challenge or opportunity they want to pursue. They are also deciding whether or not the goal or challenge should be a priority.

Consideration Stage

Buyers have clearly defined the goal or challenge and have committed to addressing it. They are now evaluating different approaches or methods available to pursue the goal or solve their challenge.

Decision Stage

Buyers have already decided on a solution category and are now evaluating providers. For example, they may have written a pro/con list of specific offerings to decide on the one that best meets their needs.

Some of these considerations may fall more under the marketing umbrella than the sales umbrella, but ultimately the answers to these questions will provide a robust foundation for your buyer's journey.

The process of getting to know how your buyers buy is invaluable as you create or refine your sales process. You'll be better able to empathize with prospects, handle objections, and provide the right information at the right time, helping you close more deals and win more business.

Thank you for reading this post from HubSpot .

Editor's note: This post was originally published in October 2018 and has been updated for comprehensiveness.

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What Is the Buyer’s Journey — and Why Should You Care About It?

Learn how to map out your buyer's journey to improve the path to purchase.

Erin Hueffner

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Today’s buyers are more informed than ever. In fact, 81% of reps say customers are conducting their own research before they ever connect with sales. Canned scripts and one-size-fits-all methods won’t cut it when dealing with savvy buyers — they want more detailed information, more personalized solutions, and a tailored sales approach. That’s why it’s so critical to understand the buyer’s journey. Once you know what a prospect needs to move from interest to purchase, you navigate the sales road with ease and close quickly.

Here’s how you get there.

What you’ll learn:

What is the buyer’s journey, what are the stages of the buyer’s journey, why is understanding the buyer’s journey important, how does the buyer’s journey relate to the lead funnel, how to tailor your sales process to the buyer’s journey, buyer’s journey example, drive pipe faster with a single source of truth.

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The buyer’s journey accounts for all the steps a customer takes to move from discovery for a product to purchase. This includes their behaviors and attitudes toward your brand and how they interact with your marketing and, eventually, your product or service.

This journey is typically segmented into three stages: awareness, consideration, and decision. Don’t assume, however, that every buyer steps through those three stages in 1-2-3 order every time. Buyers’ journeys often wind up taking very non-linear paths. We’ll get into that below.

As noted above, the buyer’s journey can be summed up in three stages. Each stage factors in the psychological state of the buyer, including their needs, behaviors, and decision-making processes. These help inform the actions a seller can take to move the deal forward. Let’s take a closer look at each one:

Awareness stage

Buyers at the awareness stage want something that solves a problem or meets a need, but they don’t know exactly what that is. They start to gather information about solutions, but this information is driven by knowledge of a specific product, service, or brand. Typically, this research involves online research or conversations with others dealing with similar problems/needs.

Tip: At this stage, it’s all about making a strong and credible first impression that lays the groundwork for a relationship based on trust and value. How? By focusing on solutions. Don’t pitch a product — solve a problem. This is when your marketing content, especially on social media, can shine. Video content is a great way to answer questions, provide examples, share testimonials, and deliver in-depth information that promises a helpful solution. As part of this, you’ll want to gently introduce your product — while keeping the focus on the solution it offers, not the features it includes.

Consideration stage

As buyers move into this stage, they are actively researching, comparing, and considering different options. Online shopping and review sites, social media, and email newsletters give customers multiple channels to explore. Take advantage of these by making them next steps in the buyer journey. If you find the buyer is engaging with awareness content like a blog post, for example, create a promo for a newsletter signup in the post to encourage continued engagement.

Tip: Engage potential customers in this stage by providing detailed, comparative, and solution-focused content like blog posts and personalized emails that highlight the unique benefits and features of your offerings.

Decision stage

By now, buyers understand their problem, have done their research, and are ready to make a purchase — but they haven’t crossed the finish line yet. Everything they’ve explored up to now, including price, value, features, benefits, customer reviews, and brand reputation, will be considered and factored into their final decision. The seller’s job? Package all of these as part of the original solution the buyer was looking for.

Tip: In this crucial stage, you want to address any remaining concerns and help the buyer make a purchase decision. To overcome objections , your interactions with customers should be persuasive, reassuring, and clear. Reinforce the value and benefits of your offering. Remember: Selling a solution rather than a product can help set you apart from competitors.

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More than just a throwaway sales concept, the buyer’s journey lets you see and understand the choices your buyers make at each stage of the sales process so you can meet their needs in the moment. Understanding the buyer’s journey can give you:

Enhanced customer insights: Studying the buyer’s journey gives you a deeper understanding of your customers’ needs, pain points, and decision-making processes. This data then helps you create content and strategies that resonate with potential customers.
Improved content strategy: By knowing what buyers think and want at each stage, you can create content that addresses specific concerns and questions. The right content can provide the guidance customers need to make informed decisions and can also help you field objections.
Increased sales efficiency: With insights from the buyer’s journey, you can anticipate needs, counter objections quickly, and tailor pitches more effectively. You’re not just selling. You’re providing solutions and guidance at the moment the buyer is most receptive.
Enhanced customer experience: When you anticipate and address needs at each stage of the journey, you deliver a smoother, more personalized customer experience. This not only increases the likelihood of conversion but also fosters loyalty, leading to repeat business and referrals.

Understanding the buyer’s journey is a key part of building lasting relationships with customers. It’s about moving beyond sales to build genuine connections based on trust and value and ensuring satisfaction at every touchpoint. This ultimately redounds to the seller’s benefit; with strong relationships and loyalty often come repeat sales.

The lead funnel and the buyer’s journey look at the sales process from different perspectives. The lead funnel represents the process from a seller’s or company’s perspective. It outlines the stages a seller walks through on the way to a close. In contrast, the buyer’s journey sees things from the customer’s perspective. It’s all about their experience on the path to purchase.

Aligning your sales process with the buyer’s journey ensures that you meet customer needs at each stage and can guide them toward a purchase decision without delays. Let’s combine what we’ve learned so far into actionable items:

Awareness stage actions

• Understand your audience: Identify and analyze your potential customers’ needs and behavior. Pro tip: Use your CRM to help! An AI-powered tool such as Sales Cloud Einstein can do a lot of the heavy lifting for you via prompt-based research.

• Generate awareness: Use educational content to draw prospects in and establish your brand as a credible source.

Consideration stage actions

Provide more details product content: Offer comparative, solution-focused content that highlights your product’s benefits.
Personalize communication: Tailor your interactions with information you’ve gathered about your potential customers.

Decision stage actions

Address objections: Prepare your team to counter any concerns or objections with clear and compelling information.
Simplify the purchase: Streamline the buying process, offer clear pricing, and be transparent about contracts.

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The buyer’s journey is not linear. It’s a fluid relationship between brand and customer. Here’s an example that illustrates this:

Raina wants to cut down on her bills and realizes there’s an opportunity to cut down her monthly entertainment spend. Rather than pay for streaming services and cable TV, she wants something that consolidates both.

To start, Raina maps out what she wants. She lists her must-watch shows and researches which streaming platforms offer them (awareness). She narrows her choices to two platforms, including one ad-supported and one premium service. She’s also thinking about adding a live sports package but isn’t clear on which packages carry her favorite teams’ games, so she contacts the streaming service companies for more information (consideration). After chatting with several sales representatives, Raina asks for a demo of one of the service’s sports add-ons. She and the rep discuss subscription plans and go over which games will be available for streaming.

Ultimately, Raina decides to subscribe to both streaming platforms without the additional sports package (decision). Lucky for her, she’s offered a free three-month trial of the live sports add-on at sign-up. After realizing how much she enjoys the add-on in the trial period, Raina decides to keep it.

In this case, Raina’s buyer journey doesn’t end after her purchase. Her experience with the streaming services will influence how she feels about the brands and shape her future interactions with them, including future purchases.

Map to the buyer’s journey for better outcomes

If you pay close attention to the buyer’s journey and deliver high value, your customers are more likely to stay loyal and explore other products in your portfolio, which means more sales. Remember, each interaction with a prospect is an opportunity to understand, engage, and nurture. By aligning your sales process with each stage in the buyer’s journey, you can increase sales while building long-term relationships.

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What is the buyer journey? Definition, stages, and examples

Step into the realm where choices weave the intricate fabric of consumer decisions — the buyer journey. As we navigate this landscape, we'll uncover the definition, stages of such a journey, and real-world examples that demystify the process.

Join us on this expedition — no fluff, just the essential roadmap to unravel the buyer journey and decode the patterns that drive purchasing decisions.

Ready to explore the journey that transforms curiosity into commerce? Let's unravel the layers together.

1.1 Why is the buyer journey important?
2 Buyer journey stages
3 Buyer journey optimization
4.1 Amazon and its seamless e-commerce experience
4.2 HubSpot and its inbound marketing excellence
4.3 Buyer journey templates
5.1 Key takeaways

What is the buyer journey? Why is it important?

The buyer journey represents the holistic path a buyer takes as they move through the various stages leading to a purchase. It’s a comprehensive process that encapsulates the entirety of a customer's experience, from the initial awareness of a product or service to the final decision-making and post-purchase evaluation. The depth and complexity of such a journey are heightened by the fact that it can be online, offline, or a mix of both. Here are the examples:

Online journey: A customer discovers a digital product through a targeted social media ad, researches online reviews, and makes a purchase on an e-commerce website. Post-purchase, they use the online product and engage with the brand through email newsletters and online customer support.
Offline journey: A customer learns about a product through a traditional print advertisement, visits a physical store to explore the item, consults with in-store staff, and makes the purchase. The post-purchase phase involves using the product and potentially providing feedback through physical channels.
Mixed journey: A customer first encounters a product via an online influencer's review, then visits a brick-and-mortar store to examine it physically. They might purchase online using a mobile app, receiving post-purchase updates through both email and in-store promotions.

Why is the buyer journey important?

Understanding the buyer journey is of paramount importance for businesses for many reasons.

Customer-centric approach

By comprehending the buyer journey, businesses can adopt a more customer-centric approach. It means aligning products, services, and digital marketing efforts with the needs and preferences of the customers at each journey stage . This customer-centricity fosters a positive and engaging experience, enhancing the likelihood of conversion.

Tailored marketing strategies

The buyer journey provides businesses with insights into the specific touchpoints and channels that customers engage with during their decision-making process. Armed with this knowledge, organizations can tailor their marketing strategies to be more effective at each stage. For instance, deploy inbound marketing and educational materials to capture attention, especially during the awareness stage.

Building trust and credibility

Trust is a crucial element in any purchase decision. Understanding a buying journey enables businesses to build trust by delivering consistent messaging, quality content, and positive interactions at each touchpoint. This trust-building process is vital for establishing credibility and driving long-term customer relationships.

Optimizing user experience

A seamless and enjoyable user experience is critical to guiding potential buyers through the journey. With buyer journey analysis, businesses can identify pain points and areas of improvement in their processes. This could include optimizing website navigation, streamlining checkout processes, or enhancing customer support.

Data-driven decision-making

The buyer journey map is a valuable source of data that businesses can use to inform their decision-making. Analyzing customer behavior, preferences, and feedback at each stage provides actionable insights. This data-driven approach enables companies to refine their strategies, allocate resources efficiently, and stay agile in a dynamic market.

Maximizing customer lifetime value

Understanding the buyer journey goes beyond the point of purchase. Post-purchase stages of the journey, such as customer loyalty and advocacy, are crucial for maximizing customer lifetime value. Businesses that continue to engage and delight customers even after the sale are more likely to benefit from repeat business and positive word-of-mouth marketing.

In essence, the buyer journey serves as a roadmap for businesses to navigate the complex landscape of customer decision-making. It empowers companies to meet customer expectations, build lasting relationships, and ultimately drive sustainable business growth.

Buyer journey stages

The buyer journey consists of stages a potential customer goes through before making a purchase decision. All journeys are somewhat different, but it's possible to identify broad stages common to each. Let's explore these stages in detail:

Awareness stage

This is the initial stage where the buyer becomes aware of a problem or need. They may not be aware of specific solutions yet.

Example: Someone realizes they need a new smartphone because their current one is outdated and struggles with performance.

Research and discovery stage

At this stage, the buyer actively seeks information to understand and define their problem. They research potential solutions and gather relevant data.

Example: The individual might explore various smartphone brands, read reviews, and compare features to find the best fit for their needs.

Consideration stage

At this point, the buyer narrows down their options and is evaluating specific products or services. They compare features, prices, and benefits.

Example: The person may be deciding between two or three smartphone models based on factors like camera quality, battery life, and overall performance.

Decision stage

The buyer is now ready to make a decision and commit to a particular product or service. They might look for discounts, compare final prices, and explore additional incentives.

Example: The individual decides to purchase a specific smartphone model, adds it to the cart, and proceeds to check out.

Purchase stage

This is the point of transaction where the buyer completes the purchase. It could happen online, in-store, or through various other channels.

Example: The person confirms the purchase, enters payment information, and receives confirmation of the order.

Post-purchase stages

After the purchase, the buyer uses the product or service and forms their experience about it. This stage is crucial for customer satisfaction and potential loyalty.

Example: The individual starts using the new smartphone, and their experience is positive. They might leave a review, share their experience on social media, or consider the brand for future purchases.

Loyalty and advocacy stage

There is an additional stage focusing on turning customers into loyal advocates. This involves fostering ongoing relationships, encouraging repeat business, and leveraging satisfied customers for viral marketing. This stage is often overlooked by businesses, and it's a mistake.

Example: The satisfied smartphone user recommends the brand to friends, engages with loyalty programs, and becomes an advocate for the product.

Read also: How to create a journey map step-by-step + examples

Understanding and visualizing these stages allows businesses to tailor their marketing, sales, and customer support strategies to address customers' specific needs and concerns at each step. It helps create a more personalized and effective approach, ultimately increasing the likelihood of conversion and building long-term customer relationships.

Buyer journey optimization

Buyer journey optimization involves refining and enhancing the various stages of the customer's path to purchase to improve overall efficiency, effectiveness, and customer satisfaction and experience.

By strategically optimizing each stage of the journey, businesses can maximize conversion rates, build stronger customer relationships, and increase long-term loyalty. Here's a detailed exploration of buyer journey optimization with examples and potential outcomes:

Data-driven analysis

Example: A company collects and analyzes data on customer behavior, interactions, and preferences at each stage of the buyer journey using analytics tools and customer relationship management (CRM) systems.

Outcome: Insights gained from data analysis help businesses identify patterns, pain points, and opportunities for improvement in the buyer journey.

Personalized content and messaging

Example: Leveraging data insights, a business tailors its content and messaging to match the preferences and needs of specific buyer personas at different stages of the journey.

Outcome: Personalized content increases engagement and resonates more effectively with potential customers, leading to a higher likelihood of conversion.

Seamless multichannel experience

Example: An e-commerce platform ensures a consistent and seamless experience for customers across various channels, including online platforms, mobile apps, and physical stores.

Outcome: A unified multichannel experience reduces friction, enhances customer satisfaction, and provides a cohesive journey regardless of the chosen interaction channel.

Optimized website and user experience

Example: A company invests in user experience design , making its website intuitive, easy to navigate, and optimized for both desktop and mobile users.

Outcome: Improved website usability enhances customer satisfaction, reduces bounce rates, and encourages visitors to move smoothly through the buyer journey.

Marketing automation

Example: Implementing digital marketing automation tools to deliver targeted and timely messages, such as personalized emails, based on customer behavior and interactions.

Outcome: Marketing automation streamlines communication, helps to nurture leads, and ensures that potential customers receive relevant information at the right moment in time, increasing the chances of conversion.

Streamlined checkout process

Example: An e-commerce platform simplifies its checkout process, minimizing the number of steps required and offering various payment options.

Outcome: A streamlined checkout process reduces cart abandonment rates and friction during the purchase stage, leading to higher conversion rates.

Post-purchase engagement

Example: After a customer makes a purchase, a business engages in post-purchase communication, seeking feedback, offering support, and providing additional resources or exclusive offers.

Outcome: Positive post-purchase engagement contributes to customer satisfaction, encourages repeat business, and fosters brand loyalty.

Continuous iteration and improvement:

Example: Regularly reviewing analytics, customer feedback, and market trends to identify areas for further optimization and adjustment in the buyer journey strategy.

Outcome: Continuous iteration ensures that the buyer journey remains responsive to changing customer needs and market dynamics, maintaining high levels of effectiveness over time.

In summary, journey optimization is an ongoing process that requires a combination of data analysis, personalization, technological integration, and a customer-centric mindset. By strategically implementing these optimizations, businesses can create a more seamless, engaging, and efficient journey for their customers, ultimately driving higher conversion rates and long-term customer loyalty.

Buyer journey examples

Let's consider a couple of examples of buyer journeys in well-known companies, what they do to improve it, and how it works in practice.

Amazon and its seamless e-commerce experience

Even if you don't use Amazon products, you've definitely heard about them.

Amazon excels in creating awareness through targeted ads, personalized recommendations, and a vast product catalog. For example, if a user searches for a specific product, Amazon's algorithms provide relevant suggestions, increasing the chances of discovery.

The product pages on Amazon are rich in information, featuring detailed product descriptions, customer reviews, and frequently asked questions. This assists customers in making informed decisions during the research stage.

Amazon leverages personalized recommendations and targeted emails to remind users about products they viewed or added to their cart. Special promotions, such as lightning deals, create a sense of urgency, influencing the decision-making process.

The one-click purchase option streamlines the decision-making process, offering a frictionless checkout experience. Amazon's transparent shipping and return policies contribute to the customer's confidence in their decision.

Post-purchase stage

Amazon invests in post-purchase engagement through order tracking, delivery notifications, and follow-up emails. Additionally, their customer service is readily available to address any issues, enhancing post-purchase satisfaction.

HubSpot and its inbound marketing excellence

HubSpot is a comprehensive inbound marketing, sales, and customer service platform designed to help businesses attract, engage, and delight customers. And they do delight.

HubSpot built a robust online presence through inbound marketing. Their blog, webinars, and downloadable resources provide valuable information, attracting businesses looking for marketing and sales solutions.

HubSpot offers free tools, such as CRM and marketing analytics, allowing users to explore and understand the platform's capabilities before making a commitment. Their educational content assists businesses in the research stage.

HubSpot's sales team engages with potential customers through personalized email outreach, offering product demonstrations, and addressing specific pain points. This approach helps businesses evaluate HubSpot's fit for their needs.

HubSpot's pricing transparency and scalable solutions cater to businesses of different sizes. They provide flexible payment options and a clear onboarding process, making it easier for businesses to decide.

HubSpot focuses on customer success through continuous education, regular updates on new features, and a vibrant community. They encourage users to maximize the platform's potential, fostering long-term loyalty.

These examples showcase how companies like Amazon and HubSpot strategically engage with customers at each stage of the buyer journey, leading to successful conversions and sustained customer relationships.

Buyer journey templates

Visual aids can often speak louder than words. Therefore, here are some templates for various scenarios. They'll be a great asset to your initiative.

Case 1: A bicycle buyer journey, where a potential buyer, filled with excitement and a quest for the perfect bicycle, navigates the online realm in search of their two-wheeled companion.
Case 2: An offline grocery buyer journey, where our persona embarks on the classic journey to the neighborhood supermarket, weaving through aisles in search of sustenance and delights.
Case 3: A sneakers' buyer journey, where a persona sets out to find the ideal pair of sneakers, exploring the vast world of online options and paving the way for stylish strides.

Wrapping up

In unraveling the complexities of the buyer journey, we've delved into its definition, stages, and real-world examples. This journey is not merely a linear path from awareness to purchase; it's an intricate process that demands a nuanced understanding of customer behavior.

Key takeaways

Businesses must align products, services, and marketing efforts with customer needs at each stage, fostering positive and engaging experiences.
Analyzing the buyer journey provides valuable data for refining strategies, optimizing user experiences, and staying agile in a dynamic market.
Building trust through consistent messaging, quality content, and positive interactions is crucial for establishing credibility and fostering long-term relationships.
The journey doesn't end with a purchase; positive post-purchase experiences contribute to customer satisfaction, loyalty, and advocacy.
Buyer journey optimization is an ongoing process involving data analysis, personalization, technological integration, and a customer-centric mindset.

As we navigate the ever-evolving landscape of consumer decisions, understanding and effectively leveraging the buyer journey is not just a strategy; it's a fundamental approach that can drive sustainable business growth. So, let's continue to unravel the layers of this intricate journey, adapting and refining our strategies to meet the ever-changing needs of our customers.

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Optimizing the buyer’s journey.

16 min read What are the different buyer’s journey stages? And how can you optimize all your potential solutions, from the awareness stage through to the decision stage? Here’s everything you need to know…

What is the buyer’s journey?

Whenever you buy something – whether it’s a big lifestyle purchase like a car, something for your business like a software suite, or even a fast-moving, disposable consumer product like a coffee – you never do so without having gone on what we call the buyer’s journey .

That journey may or may not be a conscious one, but either way, the particular cup of coffee you end up with, from a particular store, is the result of a bunch of external and internal factors all working to move you along a route – a route that ends with your buying decision.

Free Course: Understand and map the customer journey like never before

In other words? The various buyer’s journey stages describe the path along which people move towards making a purchase.

Buyer journey vs customer journey

Buyer’s journey and customer journey seem like incredibly similar terms, but there’s a big difference between the two, and they each require distinct focus:

The buyer’s journey describes the steps that lead up to a purchase decision but stops right there.

That means it’s all about persuasion and influence aimed at brand new customers. The customer journey, on the other hand, follows on from this, referring to the steps businesses can take to build relationships with existing customers.

In practice, that means adopting a focus on things like customer support and customer experience , as well as using existing customer data to create content marketing strategies that influence repeat decisions, recommendations, and customer loyalty.

In super simple terms, the buyer’s journey is all about saying “our product is great, you should give it a try,” while the customer journey is more about saying “remember that great experience you had with us? We’ve got more for you!”

Buyer’s journey stages vs the sales funnel

Similarly, the buyer’s journey is a different concept from the sales funnel. That’s because the former is all about a customer’s intent to purchase generally, while the latter relates only to their intent to purchase from you. Because of this, the traditional funnel typically has more steps, since you can track things specific to your organization – like leads and negotiations.

Buyer’s journey stages: How many steps are there?

As with all good journeys, the buyer’s journey has a defined beginning, middle, and end. It’s universally broken out into three stages: the consideration stage, the awareness stage, and the decision stage.

Let’s explore how this works…

How does the buyer’s journey work?

So how do those buyer’s journey stages actually flow? While they’re all slightly different depending on things like industry, target audience, and product type, some commonalities run through every single buying process.

Here’s what every stage of the buyer’s journey looks like:

1. Awareness stage | Buyer’s journey

This is the first stage of the buyer’s journey, and it often gets mixed up. In the sales funnel, awareness refers to a customer becoming aware that your company exists. In the buyer’s journey, however, things are slightly different. Here, the awareness stage really means that they have become aware of a pain point.

In a B2B environment , that might be that they’ve discovered their business is losing precious time and resource on an internal sales process that they think could be streamlined. In a B2C environment, perhaps they realize that their home-office chair makes their back hurt.

At this point, they won’t be exploring clear solutions, but rather they’ll be doing general research or asking around about the issue, intending to understand its scope better.

In the awareness stage, the buyer is aware of a problem:

“I have an issue with [X], I wonder if there’s something I can do about it.”

2. Consideration stage | Buyer’s journey

The consideration stage sees the customer move from basic research toward building a list of possible solutions. So from your point of view as a business, this stage is about showing how you can help resolve consideration stage buyers’ pain points in a way that builds confidence in the quality and competitiveness of your offering.

Using the examples described above, the prospective B2B customer has determined that either a better internal sales process software suite, or a package of training is the answer they need, and will use this stage to compare and contrast different options. The B2C customer has determined that they need either a new office chair or a standing desk solution.

In the consideration stage, the buyer is aware of possible solutions:

“One of these options will fix my problem.”

3. Decision stage | Buyer’s journey

At the decision stage, your potential customers will be making decisions on which products or services will work best for them. So, while the consideration stage was about building out solutions, here they’ve picked a solution and are now narrowing down actual products or services.

Again, with the examples above, the decision stage will see the B2B customer comparing sales process software pricing and reviews, while the B2C customer has a shortlist of new chairs to choose from.

A host of things ultimately affect their final decision, from price, features, and competitiveness, to reviews from others and overall brand reputation.

In the decision stage, the buyer is aware of providers and products:

“I’m either going to purchase [X] or [Y], depending on which one seems better.”

B2B vs B2C buyer journey

It’s worth keeping in mind that the buyer’s journey relies on different factors depending on whether you’re in a B2B or B2C market.

In the B2C market, potential buyers are usually individuals or families, with specific needs particular to themselves. So they might be most concerned with convenience, or their financial ability to buy your products or services.

That means relationships might be formed over a shorter period, resulting in sales and outbound/inbound marketing targeted at a very broad customer base via market segments or through buyer persona work.

In the B2B market, we think of the concept of a customer a little differently. Often there are up to ten stakeholders – from the executive buyer to the end-user – with varying interests, concerns, and goals. A B2B purchase decision is often carefully considered and scrutinized, with long-term use in mind, so relationships are sometimes formed over a longer period.

As such, your relationship will be built with more than just the final decision maker – it’s the connection you foster with all stakeholders that will make or break a sale.

Why should businesses care about the buyer’s journey?

Understanding the buyer’s journey is how you can insert your business and products as the solution to your customer’s needs at every step of the process. It’s an opportunity to be an obvious solution, even when customers aren’t even sure they need one yet.

Seizing those opportunities relies on outbound/inbound marketing efforts that land your messaging in different ways, for different times. If you can track the buyer’s journey against audience personas, you’ll be able to uncover unique needs and meet them with information that isn’t one-size-fits-all.

Some 96% of website traffic occurs during the first couple of phases of the journey before decision-making begins, and in the B2B space especially, people spend up to 90% of the decision journey educating themselves.

So it stands to reason that businesses can massively benefit by broadening their marketing and outreach efforts to include material that caters to people not yet at the decision-making part of the process.

For instance, relevant content marketing can be more powerful than advertising, if it hits at the right part of the journey. 80% of B2B decision-makers , for instance, prefer to get their information from a series of articles than from an advert.

Being able to provide that collateral is what will edge your business out ahead of your competitors.

Buyer Journey optimization

Analyst firm IDC famously once described the buyer’s journey as follows:

“The buyer journey is nothing more than a series of questions that must be answered.”

And if the buyer is asking questions – consciously or subconsciously – it’s your job as a business to be able to provide answers at every step of the journey. In practice, that means optimizing your marketing and advertising and looking to create content so that everything together can tell a customer, in no uncertain terms, that you’re the best solution.

It might seem initially complicated and time-consuming to split your marketing, advertising, website, social, sales strategy, and content strategy up into three chunks like this, but your potential customers will be interacting with your brand at each stage of the buyer’s journey (whether they realize it or not), and don’t necessarily want to be put off by stumbling onto something that attempts to force them into a sale.

Understanding that it’s a journey – and that you can be there at each step with something useful and relevant – is the key to success. Here’s how:

Buyer’s journey: Optimizing the awareness stage

In the awareness stage, the last thing people want is a pitch from sales reps or advertisement-heavy content. Instead, they need information that answers broader questions around their issue.

If we take the B2C example above of someone suffering from back pain while working from home, they might Google ‘is sitting all day bad for you?’ or something similar. As marketers and business owners, we need to create content that answers that question, without it being overtly advertorial.

In that sense, the awareness stage can be optimized by providing rich, SEO-friendly, relevant content around the broad-strokes topics your category frequently deals in. In this example, that might be a series of articles around the evolution of the home office, a video on best practices when working from home, and/or a webinar on home working ergonomics.

In social, that might also mean performing social listening to find people Tweeting or posting about their issue, and responding with links to helpful information – not necessarily that your business owns. Why? Well, because simply being helped is enough to form a positive association with your brand in their minds.

When it comes to advertising and more traditional marketing here, you’ll want to be very top line. Buyers in the awareness stage are more receptive to brand messaging and brand identity content, than “here’s a product you’ll love” messaging.

Buyer’s journey: Optimizing the consideration stage

During the consideration stage, we need to get personal. That means conducting market research to develop personas and using historical operational data to find out how each buyer persona can best be served.

If, for instance, people are coming to your site with a specific problem during the consideration stage, you can design the information and resources across your site to better funnel them towards a specific solution, without it seeming like a race to the checkout basket. Think about the omnichannel steps each persona uses on their buying journey, and meet them there.

That might mean using paid search ads against specific keyword terms or designing information flows that educate on the way towards decision-making. The balance is in creating educational pages, posts, and resources that fully convey your solution as one of many, without it feeling like a pitch from a sales team.

When it comes to consideration stage content, case studies are a great way to tick that box, as they help put your prospective customer in the shoes of a real person who has had a similar problem to them.

Buyer’s journey: Optimizing the decision stage

In the optimization stage, we can get right to the point. Here, you need to be sure your product or service messaging is crystal clear in terms of benefit, features, and price – especially as to how it compares to your competitors.

This is a great stage to leverage third-party reviews; if you know your company has had praise on sites like TrustPilot, that should be integrated into your website. If you have customers that you know are loyal and satisfied, post testimonials from social media or CSAT or NPS surveys .

This is also where a B2B lead generation strategy comes in. If you provide gated assets or collect information from any other means, formalize a process by which your sales team can contact these leads and offer to show them how your product works and what it can do for them.

You need to be able to create content across every touchpoint – website, social media, in-store, on the phone – that creates a compelling package and leaves potential customers in no doubt that your product will solve all their problems and then some.

Buyer’s journey: Making customers feel understood

Whether you’re looking at the buying journey, the customer journey, or a funnel that generates leads, the most important thing is to ensure that prospective and existing customers feel listened to and understood.

With today’s customers preferring to interact with brands on a multitude of channels, as well as to self-teach and zig-zag around different information sources, the best way to make them feel understood is twofold:

1. Perform a thorough journey mapping audit

2. implement a comprehensive experience management suite.

It’s only when you can listen to everything customers say (online, in-app, or on the phone) alongside data that shows audience and persona behavior that you’ll be able to make meaningful actions that strengthen your brand’s offering.

How to map the B2B buyer journey

Get that right and you’ll be able to retain customers, foster brand loyalty, and decrease churn.

How Qualtrics can help

The Qualtrics Experience Management Platform™ is built to enable that powerful workflow, bringing real-time and historic data together to proactively suggest actions and changes that can help influence purchasing journeys on an individual basis, no matter the stage. Click here to learn more .

Understand and Map the Customer Journey Like Never Before

Related resources

Customer Journey

Customer Journey Analytics 13 min read

How to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, customer journey management 14 min read, request demo.

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How to Make a Buyer Journey Map for Your Brand (Infographic)

A buyer journey map helps brands stand in the shoes of their customers. Following their steps, they head north on Awareness Street toward Consideration Road, turn left and continue for 0.5 miles until Decision Stage is on their right.

Of course, there are quite a few more steps involved than that. Customer journey mapping helps make sense of all the interactions buyers have with a company before and after making a purchase.

The result points companies in the right direction to optimize customer experiences, meet expectations and boost conversions.

We’ll walk you through the basics so you can lead the way in mapping out your buyer journeys.

What is a Buyer Journey Map?

A buyer journey map is a visual representation of a customer’s experience with a company. This includes being introduced to the brand, making a purchase and every customer touchpoint that happens in between.

Even your ideal customer can go through a lengthy buying process that includes multiple opportunities for engagement. To name a few: social media posts, emails, website landing pages, ads, sales one-pagers, support team calls and so on.

Keep in mind that some elements of the customer journey may be beyond your marketing control, such as online reviews or word-of-mouth awareness. Any touchpoint is an interaction that can influence someone’s opinion of your company, product or service.

By detailing what buyers need and want at each stage of their customer experience, buyer journey mapping will push you to consider all possible touchpoints. From there, you’ll develop a deeper understanding of what motivates or inhibits decisions during the buying process.

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X Marks the Spot: A Treasure Trove of Buyer Insights

While it would be nice if a customer’s buying process was a straightforward path, there are several steps — and stops — involved that make it a complicated journey. More often, the path is disjointed, cyclical or repetitive. It’s also heavily influenced by changing trends, news cycles and evolving customer needs.

Buyer journey mapping helps businesses make sense of what actually happens before customers make a purchase. This intimate understanding will help you predict customer actions and pinpoint the touchpoints that drive buyers toward the goal of completing a purchase — as well as barriers that could make them turn the other way.

The golden nuggets of insights you’ll gain from buyer journey maps include:

Bird’s-eye view of how customers engage with your company.
Buyer emotions and feelings during each stage of their journey.
Gaps or pain points in your current customer experience.
Differences between buyer personas.
Moments that turn leads into loyal customers.

Armed with these insights, you’ll be able to create a structured process that ensures you’re taking advantage of all conversion opportunities along the buyer journey. This will help you:

Enhance your customer experiences.
Create touchpoints that speak directly to customer pain points.
Implement more effective inbound marketing strategies.
Align team members on customer-centric approaches.
Boost conversion rates.
Improve customer retention.

The most effective marketing and sales teams have a strong understanding of the audiences they’re reaching. Buyer journey maps are one of the best tools for getting you there.

6 Steps to Build Your Own Buyer Journey Maps

How to build an effective buyer journey map in 6 steps

Before you start, we recommend preparing some key elements to get the most out of a customer journey map.

Key perspectives: Make sure you bring in stakeholders from multiple departments to address the questions you’ll need to answer and ensure seamless transitions during buyer journeys. Case in point: The hand-off from marketing to sales can make or break a deal.
Buyer personas: These descriptions of people in your target audience should include details about demographic information, lifestyle, needs and desires. You’ll need this customer data to map out your customer perspectives on paper.
Buying process: Identify the buying stages or phases that are most relevant for your company. A common flow is from awareness to consideration and then the decision stage.
Touchpoints: Consider the various ways customers interact with your brand before they buy. You’ll need this list handy when filling out your buyer journey maps.
Destination: You can map out the buying process for specific products or services, and even include stages beyond the purchase that focus on delighting and retaining the customer. It helps to have a clear idea of how granular you want to get before your dive into mapping.

When you’re ready, follow these steps to map your customer journeys:

1. Set Your Sights On Clear Objectives

Think about what you want your buyer journey map to tell you and why. Which customer experience should it analyze? Who is the map about? Do you want to find out what motivates customers to buy from your company — or identify areas of improvement to boost conversions?

Defining your objectives will give your maps a clear focus and ensure they’re connected to your larger business goals.

2. Get To Know Your Customers On a Personal (and Data-Driven) Level

You’ll need a good understanding of who your customers are before you can visualize their buying process. Both quantitative and qualitative data work here — as long as you narrow your analysis to information that’s relevant to the experience you want to cover in your buyer journey map.

Gather data from the usual suspects, including Google Analytics and your social media accounts. This will help you connect data points like a high-performing landing page or social post to the stage when they encourage users to take an action.

If time allows or gaps in your customer data call for more research, consider sending out surveys or conducting user testing to get feedback from real customers. Helpful questions could include:

How did you hear about our company?
What attracted you to our product or service?
Did you experience any problems when shopping online?
How long did you spend on our website before you made a purchase?
Have you interacted directly with anyone on our team? If so, did you communicate with them before or after your purchase?

Your colleagues will also be helpful at this stage. Gather feedback from team members in customer-facing roles who can provide unique perspectives on specific stages of the buyer journey. For example, what are the most common questions your sales team hears from prospects?

Customer service chat logs, emails and online reviews offer even more sources of useful information about your audience.

From an empathetic perspective, spend some time thinking like a potential customer to identify some of the emotions and feelings they’re experiencing as they move through the buying process. What questions do they have? What are the happy moments versus the pain points? Will they run into any technology or lifestyle barriers?

All of this data will help you create buyer personas that reflect your prospective customers.

3. Choose Your Buyer Persona(s)

Remember that your map requires focused direction to be effective. There’s only room for one buyer persona on a map, so don’t distract from your goals by grouping too many experiences.

If you’re just dipping your toes into buyer journey mapping, start with your most common buyer persona and focus on their initial engagements with your company. Otherwise, you can target a few buyer personas by creating multiple maps.

4. Match Touchpoints to Actions and Stages

Now it’s time to list out all of the ways your customers can interact with your company. Consider both the digital user journey and physical customer touchpoints.

Your list might include:

Social channels
Organic and paid advertising
Digital marketing campaign
Online surveys
Printed marketing materials
Business cards
Brick-and-mortar store locations
Product packaging
Third-party review sites or mentions

Once you have an exhaustive list, consider the touchpoints that are most likely to encourage action or inspire a feeling. Using your customer data, pair them up accordingly so you start to paint a picture of where the touchpoints fit along the buyer journey.

Don’t forget the roadblocks along the way as well. What might cause a prospect to stop in their tracks or deter them from taking an action? Your map should reflect these obstacles so you know where the opportunities to prevent them exist.

At each stage, you’ll want to consider questions like:

What is the customer thinking or feeling?
What is the customer’s action?
What does the customer want to know or solve?
What is the touchpoint with our company?
How can we make the customer move forward to the next stage?

Be sure to always focus on the customer. Your map should be an honest portrayal of a customer’s experience through their eyes rather than from your company’s perspective.

5. Map It All Out

Organize all of your thoughts into a spreadsheet or other visualization that captures your buyer journey. Start by breaking the journey into stages and then plug in your customer actions, emotions, touchpoints and any other elements you want to highlight.

If you’re feeling lost, don’t worry! The examples below will be your guides.

6. Take Your Journey Map For a Test Run

When your buyer journey map is finished, take it for a spin to start analyzing the results.

If you notice an area where a pain point might cause a prospect to abandon their journey, you can start brainstorming ways to combat that negative experience. On the flip side, you’ll also be able to identify when your customer personas are happiest and ensure you’re reaching prospects with the right touchpoints.

Moving Forward With Your Buyer Journey Maps

Your buyer journey maps should evolve to reflect changes in your customers and marketing strategy . Think of them as living, breathing resources that need some attention on a monthly or quarterly basis to check for any updates — and ideally spark new inspiration!

Buyer Journey Map Examples

Because a buyer journey map is a visual tool, you’re free to format it however you’d like. A simple Excel spreadsheet can do the trick, though many brands choose to utilize icons, flow charts, color coding and other design elements to visualize their customer journeys.

Your final result might look something like the following examples.

B2B Buyer Journey Map Example

This buyer journey map prioritizes mapping out the goals and touchpoints that accompany each stage. Because many B2B companies offer products or services that require more than a one-time purchase, the map goes beyond the initial buying decision.

These elements make it a useful guide for identifying when various types of content can be most effective and ensuring they’re created with the right objectives in mind.

Retail Buyer Journey Map Example

Along with communicating the specific steps in the process of shopping for a new car, this journey map includes the buyer persona it relates to and a high-level narrative from the customer’s perspective. These added touches are tangible ways to really put yourself in the shoes of Eric, the emotional car buyer.

Omnichannel Buyer Journey Map Example

This detailed map takes a different visual approach that allows for a comparison between touchpoints. It also indicates varying emotions throughout the process, indicating that there are phases on the home remodeling journey that are especially challenging — and therefore an opportunity for touchpoints that ease those pain points.

Once you map out your buyer journeys, it’s time to create, publish and promote the content that will keep your prospects moving from touchpoint to touchpoint. Subscribe to The Content Marketer for weekly insights that will help you master all those elements of the process as well.

Stevie Snow

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Stevie Snow is a writer at Brafton. Yes, she is named after Stevie Nicks. She’s a believer in "to life, to life, l’chaim!" because life is what brings us the Obamas, a really smooth vodka tonic and that moment on the dance floor when your favorite banger plays.

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Buyer’s Journey

What is the buyer’s journey.

The buyer’s journey is a process customers go through to become aware of, consider, and decide to purchase a new product or service. It’s a framework that guides sales strategies by mapping the customer’s path from recognizing a need to the final purchase decision.

In sales, this journey encompasses three stages: Awareness, where customers identify a need; Consideration, where they explore potential solutions; and Decision, where they choose a product or service. Sales strategies are tailored to these stages to align with the customer’s evolving needs and decision-making process.

With digital advancements, the buyer’s journey has transformed from a linear path to a complex, multi-channel process. Modern buyers are well-informed and influenced by online research, social media, and peer reviews. Sales strategies now require an in-depth understanding of these dynamics to engage customers effectively across various digital platforms.

Customer journey map
Procurement process

Stages of the Buyer’s Journey

The buyer’s journey can be dissected into three distinct stages, each characterized by unique activities and customer mindsets.

In the Awareness stage, the buyer realizes they have a problem or need. Here, their primary activity is gathering information. For instance, a marketing manager noticing a decline in website traffic represents this stage. They might search for articles on increasing web engagement, unaware of specific solutions or products. Sales strategies at this stage should focus on educational content, gently steering the buyer toward recognizing their needs.

Consideration

During the Consideration stage, the buyer defines their problem and researches options to solve it. Using the previous example, the marketing manager now knows they need to improve SEO and explore various tools and strategies. This stage is where detailed product information, comparisons, and case studies are indispensable, helping the buyer evaluate their options.

Finally, in the Decision stage, the buyer chooses a solution. The marketing manager might decide on a specific SEO tool or service. Sales interactions at this point are critical, focusing on closing the deal through demonstrations, trial offers, and discussions about product benefits. This is the stage where understanding the buyer’s specific needs and addressing any final concerns can make a significant difference in completing the sale.

Difference Between Buyer Journey and Customer Journey

Understanding the distinct nuances between the buyer and customer journeys is essential for refining marketing and sales strategies.

The buyer journey specifically refers to a potential customer’s process before purchasing. It includes the stages of Awareness, Consideration, and Decision, focusing primarily on the pre-purchase experience. For instance, a buyer discovering a need for a productivity tool, exploring different software options, and finally deciding to purchase a specific tool encapsulates this journey. Marketing and sales strategies here are geared towards informing, educating, and persuading the buyer to purchase.

In contrast, the customer journey encompasses a customer’s entire experience with a brand, extending beyond the purchase. This includes post-purchase interactions such as customer service, product use, and loyalty programs. For example, after purchasing the productivity tool, the customer’s journey includes their experiences with software installation, customer support, and ongoing engagement with the brand. Strategies in this area focus on customer satisfaction, retention, and fostering long-term relationships.

Importance of the Buyer’s Journey in Marketing and Sales

The buyer’s journey is fundamental to the success of marketing and sales efforts. It has a profound impact on customer experience and the cultivation of lasting relationships.

In marketing and sales, recognizing the buyer’s journey stages enables professionals to create targeted strategies. By aligning content and interactions with each stage – Awareness, Consideration, and Decision – businesses ensure they address the buyer’s specific needs and questions at the right time. For example, in the Awareness stage, providing informative content can establish a valuable brand. In contrast, in the Decision stage, detailed product comparisons and demonstrations can effectively influence the final purchase decision.

Moreover, a well-understood and respected buyer’s journey enhances the overall customer experience . It ensures that interactions are relevant and meaningful, reducing friction and building trust. As customers move smoothly through their journey, their experience with the brand becomes more positive, laying the foundation for ongoing engagement and loyalty.

Mapping the Buyer’s Journey

Creating a buyer’s journey map is a strategic exercise that visualizes the path potential customers take toward a purchase. It utilizes tools and techniques to ensure effective mapping.

Start by defining your buyer personas , which represent your ideal customers. Understanding who they are, their needs, challenges, and goals is necessary in this step. Next, outline the key stages of the buyer’s journey for these personas – Awareness, Consideration, and Decision. Each stage should detail the buyer’s emotions, thoughts, and actions.

Data collection is the key to unlocking valuable insights. Use customer surveys, feedback, and analytics to understand how buyers interact with your brand at each stage. Look for patterns in behavior, preferences, and pain points. Integrating this data brings accuracy and depth to your map.

Next, incorporate touchpoints – the places where customers interact with the brand, such as websites, social media, or customer service. Understanding these interactions helps identify opportunities for improvement.

Finally, visualize your journey map in a format that’s easy to understand and share. A visual map aids in communicating the journey across your organization, aligning marketing and sales strategies with the customer’s experience.

Effectively mapping the buyer’s journey requires ongoing updates to stay aligned with customer needs and behaviors.

Content Strategy Across the Buyer’s Journey

Creating specific content tailored to each stage involves developing a strategy that aligns with the buyer’s journey. This targeted approach ensures that the content meets the evolving needs of potential customers as they progress toward a purchase.

In the Awareness stage, potential customers are just beginning to recognize a problem or need. This content should focus on educating and informing them. Examples include blog posts, infographics, and educational videos that address common pain points or questions related to your buyer persona or industry. For instance, a business selling gardening tools might publish a blog post titled “10 Common Gardening Challenges for Beginners.” This type of content helps establish brand authority and builds trust with potential customers.

During the Consideration stage, buyers evaluate different solutions to their problems. Content should provide more in-depth information that helps them compare options. Examples include comparison guides, webinars, and case studies. For a company offering project management software, a detailed guide comparing various software features or a case study showing how their software solved a specific problem can be effective.

In the Decision stage, the buyer is ready to make a purchase. Content should aim to convince them that your product or service is the best choice. This includes product demos, customer testimonials, and detailed product information. Continuing with the project management software example, a free trial offer with a comprehensive tutorial video or testimonials from satisfied customers can be powerful in nudging the buyer to convert.

Businesses can enhance the customer experience and increase conversion rates by providing tailored content for each stage of the buyer’s journey, guiding potential customers through the decision-making process with relevant information.

Buyer Persona and the Buyer Journey

Integrating buyer personas into the buyer journey is important to better understand and engage with the target audience. A buyer persona is a fictionalized profile of your ideal customer , based on research and real data about your existing customers.

Creating buyer personas involves gathering detailed information about your target audience, including demographics, behavior patterns, motivations, and goals. This can be achieved through customer surveys, interviews, and analyzing interactions with your current customer base. For example, a software company might have a persona named “Tech-savvy Tim,” a young professional who values efficiency and cutting-edge technology.

Utilizing these personas in mapping the buyer’s journey helps tailor your marketing and sales strategies more precisely. For each persona, outline how they move through the Awareness, Consideration, and Decision stages, focusing on their specific needs, preferences, and decision-making processes. This targeted approach ensures that your content, messaging, and sales tactics resonate deeply with each audience segment.

Leveraging buyer personas effectively in the journey helps craft more relevant and impactful interactions, leading to better customer engagement, higher conversion rates, and improved customer loyalty. It’s a strategy that turns generic marketing into a personalized customer experience , significantly enhancing the effectiveness of your sales efforts.

Measuring and Analyzing the Buyer’s Journey

To optimize the buyer’s journey, it’s essential to measure and analyze metrics that assess its effectiveness. This analysis assists in recognizing areas that require improvement and helps to refine strategies.

Key metrics include:

Conversion Rates : Track conversions at each stage of the journey to understand where potential customers drop off and why. For example, a low conversion rate in the Consideration stage might indicate the need for more compelling content.
Customer Feedback : Customer feedback provides insights into the customer’s experience and satisfaction levels throughout their journey.
Engagement Metrics : Analyze how customers interact with your content, including page views, time spent on site, and social media engagement. These metrics are an indication of how relevant and effective your content is.
Sales Cycle Length : Monitor how long it takes for a buyer to move through the entire journey. A prolonged sales cycle might suggest bottlenecks that need addressing.

Strategies for Optimization

Optimizing the buyer’s journey requires a multi-pronged approach. By constantly testing different elements like email campaigns, landing pages, and calls to action through A/B testing, you can discover what resonates most effectively with your target audience. Regularly updating customer journey maps with fresh data and insights ensures your strategies remain aligned with actual customer behavior. Additionally, personalizing marketing and sales efforts through customer data creates a more relevant experience for each buyer. Finally, continually refining your content strategy based on engagement metrics and feedback guarantees it meets the needs of your audience at every stage of their journey.

Future Trends and Evolving Practices

In the future, there will be a greater focus on AI and machine learning to offer enhanced insights and personalized customer experiences. Interactive content and virtual reality may play a more significant role in engaging customers, especially in the Awareness and Consideration stages. Additionally, as customer values shift towards sustainability and ethics, businesses will need to align their sales and marketing strategies accordingly, ensuring their practices resonate with these evolving preferences. The buyer’s journey is set to become even more customer-centric, with a focus on creating long-term relationships rather than just transactions.

What are innovative techniques to enhance the buyer’s journey?

Innovative techniques include using AI for personalized content recommendations and predictive analytics to anticipate customer needs. Interactive content like quizzes and augmented reality experiences can engage customers more deeply. Chatbots provide real-time assistance, guiding customers through the journey. Additionally, integrating customer feedback loops at every stage ensures continuous improvement based on direct input.

How does technology influence the evolution of the buyer’s journey?

Technology, especially digital, has made the buyer’s journey more dynamic and multi-channel . Online resources allow customers to self-educate, making them more informed and autonomous. Social media and review platforms continue to shape opinions and decisions. Mobile technology ensures constant connectivity, allowing for immediate research and purchases. Technology also enables businesses to gather and analyze vast amounts of data for more targeted marketing and sales strategies.

What are common misconceptions about the buyer’s journey?

A common misconception is that the buyer’s journey is linear and the same for every customer. In reality, it’s often non-linear and varies greatly between individuals. Additionally, there’s a tendency to undervalue the importance of the Consideration stage, whereas it’s a vital period for building trust and establishing value.

How is AIDA related to the buyer journey?

The AIDA model and the buyer’s journey are closely linked. AIDA describes the mental stages a customer goes through before making a purchase, while the buyer’s journey maps out the specific touchpoints a customer encounters with your brand throughout this decision-making process. Here’s how they align: – A (Attention): This stage in AIDA corresponds to the beginning of the buyer’s journey, where they first become aware of a problem they need to solve or a desire they want to fulfill. Your marketing efforts at this stage (social media posts, eye-catching ads) aim to grab their attention and introduce your brand as a potential solution. – I (Interest): In AIDA, this is when the customer becomes interested in learning more about the solution (your product/service). The buyer’s journey might involve them visiting your website, reading blog posts, or watching explainer videos. Your marketing here should focus on educating them about the benefits you offer. – D (Desire): AIDA’s desire stage translates to the point where the customer actively considers your brand and compares it to alternatives. The buyer’s journey might involve downloading case studies, comparing features, or reading customer reviews. Here, your marketing should highlight what makes you unique and address any potential concerns. – A (Action): This final stage in AIDA is when the customer makes a purchase decision. In the buyer’s journey, this could be signing up for a free trial, requesting a demo, or finally making the purchase. Your marketing should provide clear calls to action and remove any friction from the buying process. By understanding both AIDA and the buyer’s journey, you can create targeted marketing campaigns that effectively guide potential customers through each stage, ultimately leading them to make a purchase.

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What Is the Buyer’s Journey? (And Why It Matters)

July 7, 2021

The buyer’s journey seems simple: awareness, consideration, decision.

But implementing these steps requires a lot of planning and coordination. We’re diving into how and where to get started by sharing a few different frameworks so you can map your buyer journey to your sales process.

What is the buyer’s journey?

The buyer’s journey is an engagement model that takes a customer through three stages of evaluation before making a purchase. This framework asks sales and marketing to work together to provide buyers with the content they need at the right time in the sales process.

What are the three stages of the buyer’s journey?

The buyer’s journey typically includes three stages that a buyer cycles through before making a purchase: awareness, consideration, and decision. Let’s talk about each in more detail to understand their purpose in the buyer’s journey.

The first stage aligns with the top of the sales funnel. The buyer knows they have a pain, but they aren’t sure what solutions are out there. The awareness stage is when your marketers should introduce your product, service, or company.

The content they see must help them understand what you do and how you can help them with their problem. Avoid talking about your brand or your products at this stage.

Consideration

The buyer has done research to figure out what solutions are available for their pain and goals. They have narrowed down a list of vendors that should fit their needs and are ready to engage with a sales rep.

This is the middle of the sales funnel, and your content needs to focus on persuasion and a commitment from your buyer to pursue a full evaluation. The type of content you provide can be much more product-based, but with a focus on the ROI and how your product can increase revenue.

The buyer has reached the bottom of the sales funnel and has chosen a vendor based on features, pricing, set up costs, and customer support. But the journey doesn’t end here. You still need to demonstrate competence and help them give you the formal “yes.” Your content should help them feel ready to deploy and includes case studies, product webinars, and technical guides.

Why is mapping a buyer journey important?

Buyers are not conducting evaluations in face-to-face meetings anymore. The content that you have available needs to capture the attention of digital buyers in every stage of the journey.

Since 72% of buyers will turn to google to search for solutions during the awareness stage, it’s important to have thought leadership and product content ready. Vendor comparison sites like G2 allow buyers to see how your product compares to your competitors; they’ll know if your company starts dropping the ball in features, support, or implementation.

Today’s decision-makers prefer to research and make the decision to purchase remotely . In fact, 99% of B2B buyers claim they would make a purchase entirely through a digital self-service model and are comfortable spending $50K or more.

The buyer’s journey also helps sales reps be more prepared, confident, and successful. Reps can expect higher quality engagement from their prospects and faster deal cycles. By providing customers with a better prospecting experience, reps can build trust with their knowledge and insights.

Are there buyer journey models?

There are a number of models out there so we’ve recommended three that are the best fit for B2B SaaS sales. These models will give you a framework to start mapping your customer journey to your sales process.

Inbound Buyer’s Journey Model: Suitable for companies with straightforward product evaluations and a bigger focus on new business, rather than growing existing customer spend.
Circular Model: Appropriate for companies with account-based sales and subscription models that must nurture a customer through their renewal date and beyond.
Gartner’s B2B Buying Journey Model: Applicable for companies that have complex, big ticket evaluations with multiple decision-makers and long sales cycles.

Inbound Buyer’s Journey Model

HubSpot and IMPACT teamed up to create the inbound buyer’s journey that relies on the three stages of awareness, consideration, and decision. This model is a very straightforward approach to managing content in the buyer journey, especially if your business is focused primarily on acquiring new customers.

Your inbound sales reps need awareness content that helps establish them as trusted advisors without just promoting your brand. Your consideration and decision content then gives reps the tools to showcase their technical competence and their ability to understand their customers needs.

The types of content for each stage include:

Thought leadership articles
Educational blog posts
Whitepapers, infographics, and ebooks
Guides and checklists
Explainer videos
Industry reports

Consideration:

Technical articles
Competitor comparisons
Live and recorded how-to webinars
Product feature videos
Success stories, case studies, testimonials
Product and pricing comparison documents
Live, personalized demos
Free trials

Circular model

Anthony Christie created the circular model that can work particularly well for B2B SaaS companies with high-value products or a subscription model. If your company has an account-based selling and marketing plan, the circular model can create consistency in your interactions – even if you have decision-makers who are in different stages of the evaluation.

The six stages of a buyer’s journey can be revisited when your customer wants to purchase additional products or increase your solution’s footprint in their organization.

Most importantly, the model makes it clear what matters the most: that the customer should expect empathy, accountability, and proactive support from your whole revenue team including sales, marketing, client support, and even finance.

Gartner’s B2B Buying Journey Model

Gartner’s buyer journey involves a lot of looping back to earlier stages or content. This is a realistic map for high-value, complex products – especially if you have an enterprise customer. There is no linear path if you have a lot of decision-makers at a target account with shifting priorities, leadership changes, and unexpected changes to requirements.

There are four stages in the Gartner model:

Problem identification. The buyer(s) know they need to do something about their problem
Solution exploration. The buyers put out feelers to see what kind of solutions are available in the market
Requirements building. the buyers works with internal end-users to make sure that the strategic requirements are aligned with tactical needs
Supplier selection. The buyers validate that the vendor they choose can provide what they need

How to tie your sales process to buyer journey

Once you have decided which model works best for your business, it’s time to map the sales process to the buyer journey. The sales funnel, marketing funnel, and your buyer journey are intertwined. The content you deliver to customers needs to provide value for marketers filling the funnel, and sales reps closing deals and expanding their accounts.

ICPs and personas

Before you can deploy the perfect buyer journey, you need to identify your ideal customer profile. Your ICP is the dream customer for your product and services and has the potential to consistently increase spend over time. So if you’re creating a lot of content but aren’t receiving quality leads, you’ve targeted the wrong people and are spinning your wheels.

The ICP helps you define and drive the right strategy at the start of your buyer journey. This is the company that will most likely purchase your product. To determine who your ICP is, use these key attributes :

Annual revenue
Employee size
Current subscriptions

The next step on your way to deploying a successful buyer journey is to identify buyer personas. These are the individuals at your ICP accounts that will be doing the buying. Creating these quasi-fictional characters helps sales reps relate to their buyers as real humans and informs your content creation strategy.

Your personas showcase the details about your potential client’s business interest, demographics, and even likes or dislikes. To determine which personas your reps and marketers need to target, use market research relevant to your industry – or even better – analyze the data you’ve collected about your existing customer base to identify why they were such a great fit.

Content creation

Now that you have your ICP and your buyer personas ready, you can start mapping your content to the buyer journey. When building your content strategy, use the data and tribal knowledge collected by sales and marketing to create content that resonates with your buyer.

Our webinar on How to Connect Your Sales Process and Buyer’s Journey provides five steps to get started:

Determine what awareness, consideration, and decision mean for your sales funnel. Use your buyer personas to flesh out your answers.
Identify where your product can add value. Again, use your personas to create content that is helpful for all of your key decision-makers.
Create content and resources for awareness, consideration, and decision stages. Remember you need to deliver educational content, technical how-tos, and social proof, respectively.
Validate that your content is hitting the mark by testing and modifying your content. Your high-performing reps can give you insight into the success of each piece of content.
Don’t just give reps dozens or hundreds of content pieces and hope it works out. Train them on which content is most effective in each stage.

Measure your success

Don’t forget to measure the success of your buyer journey. These stats can help you tweak content if or when it isn’t working anymore. Key metrics to track the effectiveness of your content strategy include:

Number of demos held
Opportunity age (how long it takes to close a deal)
Account revenue and retention
Lifetime value of customer

Creating a smooth experience for your buyer is a perfect opportunity to use empathy, build trust, and show value. Learn more about creating an effective content strategy by aligning your personas and utilizing all marketing channels.

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Stages of the Buyer’s Journey: Content Guide

If you’re in marketing, e-commerce, or you own your own business, the term “buyer’s journey” may already be familiar to you. Yet, you may need an extra nudge to tear away from your busy schedule to develop a content strategy informed by the stages of the buyer’s journey.

If this sounds like you, now is the time to reacquaint yourself with the importance of the buyer’s journey. With this in mind, you can create solid content for each stage and each customer.

What Is the Buyer’s Journey?

The buyer’s journey is the process by which a potential buyer educates themselves on products or services and becomes a customer. Some formats of the buyer’s journey extend the process past the sale point to stress customer loyalty and repurchasing.

Consider your own experiences with searching for services as you build your customers’ buyer journey. This alone will give you insight into what types of material your prospect needs to see before taking the plunge to become a customer.

What Are the Stages of the Buyer’s Journey?

There are three main stages to a buyer’s journey. You must create unique content, tailored to each stage to guide a prospect from discovery to purchase. These steps include 1) the awareness stage , 2) the consideration stage , and 3) the decision stage .

The natural research process means the depth of the questions will grow with each stage. It’s your job to identify and deliver what information your prospects need for each stage. If they leave your site confused or uninformed, they might seek out your competition.

The prospective buyer should fit into your buyer personas, but that doesn’t mean they know you’re their ideal solution. You have to show them. If you haven’t identified your buyer personas, you’ll want to do that before creating content.

Learn more in our article Your Guide to Creating Buyer Personas for Your Business .

1. Awareness Stage

The first stage of the journey is the awareness stage . The buyer begins researching after knowing what they want or what problem they need to solve.

For example, imagine your competitors are receiving a lot of press in industry trade magazines. You may start your search with “How to promote my business in print magazines.” Alternatively, if you’re aware of the industry, you may search “PR services.”

During the awareness stage, your buyers may look for a specific service. But, often, they have a problem and look to you (via Google) to provide an answer.

With this in mind, you must provide content that meets the buyer where they are. For many, that means you must explain the answer to their problem or question and how your solution can help.

Types of Content:

In this stage, certain types of content can be effective in getting the attention of potential customers. Effective content will encourage them to continue their journey to the second stage.

Paid Ads: When you bid on relevant terms, paid ads may increase your exposure with your audience. . However, this method is often pricey, especially if your terms are competitive. Consider using paid ads in a supplementary role, instead of relying on it as your primary source to attract leads.
Blog Posts : Blogging is effective throughout the buyer’s journey to answer questions pertinent to each stage. Keep in mind your audience and their familiarity with industry terms and concepts. This stage should start from the very beginning and answer common questions relevant to your product or service. Consider what questions a customer may have as they browse solutions and competitors.
Videos: Videos offer a visual platform for answering questions and explaining concepts. Posting videos on your website or YouTube can increase traffic and raise awareness of your business and services.

2. Consideration Stage

Next, the buyer moves to the consideration stage. At this stage, the buyer has conducted initial r esearch, understands their problem and has a basic idea of what solutions exist. During this stage, the buyer conducts greater research into potential solutions.

Your goal is to cater to the customer’s needs by describing your solution and why your solution is the best for them. To do this, you must understand the competitor landscape and how your business differs.

What makes you different should be what sets you apart. It should give you momentum to write compelling content that persuades your audience. It’s essential to consider your customer’s needs, and likely emotions, during this stage.

A potential buyer may have fears stemming from emotion, fears of financial loss, poor service, time management. For example, an investment agency may have clients who fear involvement in the market. It’s important to address these fears in your content and fight fear with facts.

Positive emotion is another consideration to play off of in your content strategy. There may be positive emotions associated with a potential purchase. They may wonder if your service will build their name recognition, enhance their wealth, or other positive factors. Your content should understand the motivation of a client and how to address both positive and negative emotions.

This stage should highlight your solution, how it meets their needs, and why it’s better than your competition. Beware of overselling your product and turning your content into an advertisement.

Buyers are perceptive and trained to spot an advertisement. Instead, provide facts and seek above all to be informative and helpful. This tone will help you create content buyers want while earning their trust.

Email drip campaigns: Drip campaigns can be tremendously helpful in educating potential buyers. If they were interested enough to provide their email address, they’re likely interested in learning more about your services. Target your email content to potential buyers and offer them relevant product information and education.
Case studies: Facts and figures go a long way in a data-driven world. Case studies offer practical examples of success and instill confidence in your company’s abilities.
Comparison charts: No matter what industry you are in, competitor information is easy to discover. Your potential customers are likely searching for the best deal and the service that best fits their needs. Streamline their search and provide the information for them. Inform them on the different solutions, their pros and cons, and allow the customer to make an educated choice.
Whitepapers: Develop Whitepapers to help your clients understand your area of expertise, your services, and how you can help them.

3. Decision Stage

Congratulations! Your prospective buyer is informed and ready to decide. Now, you need to provide an incentive for them to make the right choice—your company.

This last stage must convince the buyer that your company is the best. This could include an in-depth guide or an incentive, like a discount or free consultation.

Types of Content:

Offers: Include copy with exclusive offers inside. Incorporate offers into your email strategy or include them on a landing page on your website. Downloadable guides: If your informed prospective buyer isn’t quite ready to commit, consider sending them a downloadable guide or other useful resource that highlights your company’s specific services. Demo: A B2B or SaaS company can offer live demos to confirm the service’s usefulness and motivate the customer to purchase.

3 Stages vs. 5 Stages of the Buyer’s Journey

Some identify the buyer’s journey with five stages instead of the three mentioned above. In the five stage version, the first three stages remain the same with retention and loyalty added as steps four and five, as seen below.

Consideration

For the sake of clarity, the five stage version may help you think through customer decisions post-purchase. Your existing client base is the best place to increase your revenue, as they’ve already determined your worth in the past.

Keeping retention and loyalty in mind throughout your content strategy is essential to long-term success and growth as a company. Even if they don’t repeat buy, delighted customers can become advocates for your brand and a resource for referrals.

With that in mind, let’s review these two final stages of the process.

4. Customer Retention

The unofficial fourth stage of the buyer’s journey is customer retention. Don’t assume that all customers are brand advocates. By following up with your customers post-purchase, you can offer satisfactory customer service and support for questions they may have.

From the content perspective, there are several methods for supporting this stage:

Troubleshooting articles: While this can directly apply to SaaS or IoT (Internet of Things) services, troubleshooting stretches beyond these industries. Your customer may have trouble understanding what they purchased, how to use it, or other various questions. By creating articles for existing customers, you offer support and can increase a customer’s experience.
Recommendations: Perhaps one product or service is best used in conjunction with another. Make recommendations for how to get the most out of a buy.

For more information on this topic, read our blog, How To Improve Customer Retention and Boost Brand Advocacy .

5. Customer Loyalty

Make the most out of your customer relationships with this final stage in the process: customer loyalty. If you’re doing it right, there is no end to this stage. Happy customers should result in renewed contracts, strengthening your business.

Your loyal customers should also be a source of new business. Tap into your existing resource of customer relationships to encourage referrals, and be sure to say a hearty “thank you” when they do.

Consider these forms of content to incite customer loyalty:

Announcements: Are you offering a new service or product? Is there a leadership change or a shift in your business method? Make sure your loyal customer base is aware. Segment your emails so your returning customers are up-to-date on any changes.
First access: Give your returning customers first access to new products, or allow them to test your products during the Beta stage.
Social media pages: Depending on your business, it may be appropriate to offer customer-only social media groups, such as a Facebook group. This can encourage loyalty, provide quick customer service for questions, and a community of motivated and engaged customers.

Create Your Content Strategy

Understanding the buyer’s journey is the first step to creating informative, effective content. Brainstorm who your target customers are, what questions they have, what motivates them, and how you compare to leading competitors.

Your answers will fuel your content and help you nurture a prospective buyer through the buyer’s journey—developing an engaged and loyal customer base.

Lissie Kidd

Sr. marketing copywriter.

Lissie Kidd is a Sr. Copywriter with several hundred articles in her portfolio and even more edited and published under her supervision. Lissie holds a MA in Communications from Grand…

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Buyer Journey Mapping in 7 Easy Steps [EXAMPLES + TEMPLATE]

Apr 15, '22 / by Beth Carter

Editor’s Note: This blog post was originally written by Christina Bockisch and published in 2018. We have refreshed and updated the post to include more helpful examples!

I had just moved to Boston. In November. My legs were freezing, cold air was whistling up the back of my jacket and I couldn’t stop shivering.

I recognized I had a problem, so I turned to Google to do some research. I read a couple of articles and browsed some different styles of jackets. Soon I realized the best solution for me was a parka, instead of the warm-but-too-short jacket I currently had. So, I braved the Boston cold, went to multiple stores all over the city, and found a thick The North Face parka that saved me from freezing.

In other words, I completed my buyer’s journey.

In the story above, my buyer’s journey began the moment I realized I had a problem: I’m cold. I then went on to define my problem: My short jacket doesn’t keep my legs warm enough. Next, I identified a solution: I need a parka. And finally, I chose the right brand to solve my problem: The North Face.

It’s a simple example, sure. But whether you’re selling something as straightforward as winter jackets or as complex as SAP cybersecurity software, it’s important to understand how your potential customers think about their pain points as they move through this buyer’s journey and make their buying decision. This enables you to create content that directly aligns to each stage in that journey, which in turn enables you to deliver a far superior customer experience. And yet, it’s surprising how many B2B marketers ignore the buyer’s journey in their content strategy process.

What is the buyer’s journey?

The buyer’s journey describes the process your buyers go through as they become aware of a problem, evaluate potential solutions to their problem, and ultimately decide on the specific solution that’s right for them.

In marketing terms, we think of these stages of the buyer’s journey as:

Awareness stage
Consideration stage
Decision stage

Awareness Stage

In the awareness stage, a person is experiencing symptoms of their pain point, but they don’t quite understand exactly what their problem is. Their goal at this stage is to help your customer more clearly define the problem they’re experiencing.

I have a sore throat. Am I getting sick?
I’m not getting enough traffic to my website. Why?
Our production machinery is getting old. Is it time to replace it?

To create content that helps buyers in the awareness stage, focus on addressing pain points, challenges and goals at a relatively high level. Make sure the content is informative and resist the urge to start selling the buyer on your particular solution to their problem. Keep it low pressure.

Useful content like guides, blog posts, infographics, and quizzes will help your buyers wrap their heads around their pain points, so they can figure out what their next step should be.

Consideration Stage

In the consideration stage, the person understands what the problem is and begins researching possible solutions.

I have all the symptoms of strep throat. Should I see a doctor, or should I try a home remedy?
My website is not properly optimized for search engines. Would it help to start a blog?
We should begin planning now to replace our machinery next year. What features of a new model will be important for us?

Businesses often struggle with creating consideration stage content because it feels like the right time to start promoting your business as the best solution. Don’t! Instead, the consideration stage is the perfect opportunity to serve up in-depth content that acknowledges different approaches that could possibly work for the buyer. Among these options, you can still (subtly) position your company as the best solution.

Consideration-stage content is also a terrific way to identify potential good-fit leads – the buyers who are right for your business and can benefit from product or service you sell.

Decision Stage

In the decision stage, the person has settled on a specific approach and is putting together a short list of vendors to possibly buy from. Their goal here is to narrow down that list and ultimately make a final buying decision.

I think I should go to urgent care. Here are the urgent care centers near me that also accept my insurance.
I would like to blog, but I need help. Here is a list of three agencies that might be a good fit for me.
We need better production automation capabilities. Here are the models on the market today that offer what we need.

With decision-stage content, you can finally openly promote your product or service. Show how you solve your buyer’s problems and explain why your option is the best approach. Be honest yet humble, and wherever possible back up any claims with data. For example, rather than unprovable statements like “We are the best in the market,” instead try to be more specific: “We have a 4.9 out of 5 rating on this industry site” or “We helped Company XYZ grow by 50% last year.”

Data sheets, comparison blog posts, case studies, ROI calculators, and buying guides are powerful content for the decision stage.

An important note about the buyer’s journey stages

In an ideal world, every person would move through the buyer’s journey exactly the way I described above – in a straight line from awareness to consideration to decision. And as they move through that journey, they’d have all the information they needed to make a purchase decision once they arrive at the decision stage.

Unfortunately, real life is rarely so neat and tidy.

People today don’t always move through this journey in a linear fashion. Buyers are human. They’ll jump around, skip stages, and sometimes go backwards rather than forward. They can even get all the way to the decision stage only to realize they misidentified their pain point, which means they have to start the whole buying journey process all over again.

Your job as a marketer is to plan for as many of these situations as possible. The best way to do this is to create a content strategy that covers all the stages of the buyer’s journey. This will ensure that no matter where someone is in their specific journey, when they find your brand, they’ll find all the information they need to make an informed buying decision.

1. Define your buyer personas.

I think I say this every time I write a blog, but if you haven’t already created your buyer personas, stop what you’re doing and create them now. Seriously.

If you don’t know who your buyers are – and specifically if you don’t know your buyer persona’s challenges, questions, and goals they’re trying to accomplish – you’ll have a hard time creating a buyer journey map and accurately aligning your content to that journey.

For guidance on getting started with buyer personas, check out this post that highlights specific questions to ask during buyer persona interviews.

These sample buyer persona templates may also be helpful.

Okay, so let’s assume you have your buyer personas fully identified and documented. Now you’re ready to start building your journey map.

2. What are your most important buyer persona challenges?

To map the awareness stage of the buyer’s journey, first, identify the obstacles and problems that prevent your buyer from accomplishing their goals.

Next, think about how your buyer first begins to realize this obstacle or problem even exists. What challenges begin to emerge? What concerns do they begin to have? What puts this on their radar?

There will be a lot to think about here, so write it all down. (Side note: Now would be a good time to download the Buyer’s Journey Toolkit we provided above. Trust me, it’ll help tremendously.)

3. What are all the possible solutions to these problems?

To map the consideration stage of the buying journey, think about the different approaches your buyer might consider as they try to figure out how to solve their problem. After all, there’s usually more than one way to skin a cat. Is there a do-it-yourself approach? Are there off-the-shelf solutions? Or does the problem require something more specialized or customized?

As the buyer explores these different solutions, what questions will be top of mind for them? What concerns will they likely have?

4. What other companies offer your type of solution?

To map the decision stage of the buying journey, list the other companies that offer a type of solution comparable to yours. (I’ll admit that thinking about your competitors is no fun, but it needs to be done.)

What questions will your buyer have when they vet each of these competitors? How will they evaluate these options? Which features will be most important to their decision?

For example: Your buyer might quickly cross “do nothing” off the list. But they’ll also probably look closely at all their software options, looking at things like cost, functionality, and ease of use. They might conduct a few demos to get a feel for how the different software options work.

Similarly, they might start building a short list of IT service providers. They might look for case studies to see how the different service providers work. And they might even contact you for a consultation to see if you’d be a good fit for them.

5. Identify points of friction along the buyer’s journey.

Whew – you’ve mapped out the awareness, consideration and decision stages of the buyer’s journey. Congratulations! But your work isn’t done quite yet.

What might prevent the buyer from moving smoothly from one stage to the next? What challenges do they encounter during their journey? What might cause them to move backward? What might prevent them from making a purchasing decision?

And what can you do to ensure this doesn’t happen and that you’re providing the smoothest customer experience possible?

This is going to require you to think hard about what your buyers are actually doing rather than what you hope they’re doing. But by identifying these possible points of friction that might prevent a buyer from becoming a customer, you’ll be able to create content that truly helps and sells.

6. How does your existing content fit into this buyer’s journey?

You likely already have some content on your website, like blogs, ebooks, guides, consultations and more. Audit your existing content , and think about where each piece falls in in this customer experience map. Which content addresses pain points and challenges at a high level? Which content is focused on specific solutions? Which content proactively sells your business as the right partner?

Don’t rush through this step.

Once you have a good handle on what role your content can play, map each piece of content to the corresponding stage of the buyer’s journey.

7. Create new content to fill in the gaps.

Now that you know where your existing content fits into the buyer’s journey, identify any gaps. Many B2B marketers find they have a lot of awareness-stage and decision-stage content but that they don’t have enough consideration-stage content. Don’t stress – this is totally normal.

As you strategize how to fill in these content gaps, we recommend starting at the end of the buyer’s journey and moving backward. In other words, first create your decision-stage content, then consideration, and then awareness. This accomplishes two things: First, it helps you keep your eye focused on converting buyers into customers . And second, it ensures that for every new content piece you create, you already have a “next step” to point to.

For example, if you first create a decision-stage vendor comparison checklist and then you create a consideration-stage ebook, when a buyer downloads the ebook you're able to share your vendor comparison checklist with the buyer as a natural next step. But if you start by creating the ebook, you won’t have any next-step content ready to share with those buyers.

As you’re creating all this new content, continually refer back to your buyer journey map. Make sure each piece of content addresses the specific questions, challenges, and goals your buyers have at each stage of the game.

When you do this, you’ll provide helpful, valuable and relevant information that provides your buyers with the information they need when they need it and reduces friction along the way – ultimately leading to happy, satisfied customers who will turn into promoters of your brand.

Now that you know what the buyer’s journey looks like for your customers, it’s time to create content for each stage of this journey. Download our free editorial calendar template and start planning your content today!

Download the Editorial Calendar Template

Topics: Content Marketing , Strategy

Written by Beth Carter

I love to write and I'm a total grammar freak. I also passionately believe that conversational, approachable and insightful content can help people solve real problems and can make a real difference in the world.

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What Is the Buyer's Journey? 18 Questions You Need to Ask (+ Template)

Douglas Phillips | November 21, 2023 | Buyers Journey | 10 min read

Quick Links

1. What Is It?
2. Stages and Questions
3. Defining Your Journey
4. Template
5. Impact on Content

All marketing springs from your knowledge of your customers.

For modern digital marketers – especially those who embrace the inbound way – that starts by gathering all your knowledge about your customers-to-be.

The buyer persona is your tool for figuring out who the customer is and what is important to him or her. This is a great start, but it only tells part of the story.

To grasp how prospects act in the real world, you’ve got to find a way to put that prospective buyer in motion. The buying process never stands still: There’s always something happening, even if some of it is "behind the scenes."

The buyer's journey is where that movement happens.

What Is the Buyer's Journey?

In theory, the buyer's journey includes everything from the moment the prospect knows there’s a problem that needs to be solved until shortly after they complete a purchase.

To turn the buyer's journey into a practical tool for planning marketing campaigns, you need to see it in terms of three stages.

What Are the Buyer's Journey Stages? Questions for Each

The three stages of the buyer's journey break down to awareness, consideration, and decision.

Source: HubSpot

No matter how complicated the buying process gets—what websites they check, how many options they compare, or whether they ask for advice from random people that they know—all prospects will reach these three milestones.

Let’s look at the steps and some core questions to ask for each one.

Awareness Stage

Awareness starts when the prospect realizes there’s a problem he or she should address.

It could be a big, complex business problem – like ensuring end-to-end tracking for components throughout the supply chain. Or, it could be a simple and personal problem: Not being able to fall asleep at night despite being tired.

When awareness strikes, most modern consumers go online right away.

Everyone knows that when they want to solve a problem or answer a question, the web provides them with unparalleled resources. In fact, the vast majority of purchases start with a generic search stating the problem as the prospect understands it.

At this stage, they’re a lot more interested in figuring out what’s going wrong than they are in looking at their specific options for fixing it. They’re likely to click on whatever content seems to be relevant, only evaluating the quality of the source after reading.

Awareness lasts for about as long as it takes the person to define the problem in specific terms. Once they have better words for describing what they’re dealing with, they’ll move on to the next phase. Luckily, this is usually obvious from a marketer’s perspective.

Why? Their search queries start to use more domain-specific language. That is, they start to apply the jargon that goes with their problem.

Questions to Ask Yourself

How do people first discover they have a problem we can help with?
What terms are they likely to use when they first notice the problem?
What sources—online or offline—will they go to for reliable input?
What misunderstandings are they likely to have on the subject?
What knowledge gaps will they have that need to be filled?
What kinds of content are prospects most likely to pay attention to?

Consideration Stage

The consideration phase begins when the problem has been defined.

Imagine you come from an alternate universe where the common cold is, well, uncommon. You could have all the regular symptoms—coughing, sneezing, congestion, and more—and not know exactly what the problem is. What’s more, you’d be bound to encounter many alternative explanations of your symptoms that wouldn’t help you at all.

Once you have the weird, specialized word "cold," you can drill deeper. And that’s exactly what people in the consideration phase are doing.

They know they have a problem, and now they want to know how they can solve it. This usually means starting to gather a list of potential actions they could take, which, in any situation more complicated than scratching an itch, usually means learning about vendors who can help.

But they’re not just learning about the different companies that offer solutions to their challenge.

They’re also establishing buying criteria, ways of knowing what kind of outcomes they should expect, and what features they need in a solution. If you’re buying a certain category of goods or services for the first time, this information is absolutely essential.

Smart marketers can help prospects go straight from awareness to consideration without ever leaving their own website. They do it with helpful, informative inbound marketing content that guides the user through the buyer's journey stages seamlessly.

What solutions are prospective buyers likely to gravitate towards first?
What are the major advantages or benefits compelling to buyers?
What are the major concerns or disadvantages that put buyers off?
What factors persuade a buyer that a solution is right for them?
Who do buyers trust when it comes to the topic the solution is related to?

Decision Stage

In the decision phase, prospects know what type of solution they need. They’re clear about their buying criteria.

They even have a list of potential vendors. However, that list isn’t likely to be exhaustive. It consists mostly of companies that have helped in the journey so far.

Now, they apply the buying criteria to make a final decision on what to buy.

This can be the shortest and easiest step, or it could drag on seemingly forever. In large, complex decisions affecting a whole enterprise, stakeholders might revisit the inputs to the decision stage many times – and even retreat into the other two steps temporarily.

Content at this stage should show buyers not just why your solution works, but why it will work for them. That means social proof like testimonials and case studies, thought leadership content , on-site demonstrations, and discovery sessions.

What helps one solution stand out from another?
What kind of “proof” are prospects looking for?
Who needs to be involved in the final decision?
What pre-implementation preparation is needed?
Why should buyers choose my solution?
Is there a next step after the sale is completed?
How can I delight my buyers?

Remember, any buyer behavior fits within the three-step buyer's journey. Keep your process simple and streamlined by laser-focusing on them and you’ll see how they consistently clear things up. That leads to repeatable planning processes for new products and new personas in the future.

How to Define Your Company's Buyer's Journey

Defining this journey for your company requires some reflection and critical thinking. You need to break your journey up into three stages and describe exactly what your prospects go through.

Follow along with these simple steps.

1. Dig Into What Your Buyers Do During the Awareness Stage.

The end goal for your prospects at this point in their journey is to research the symptoms they're having and actually attribute a name to their problem. You should brainstorm the following points:

This exercise will help you lay out all the information you need to know when you're building a targeted marketing strategy .

2. Step Into Their Shoes for the Consideration Stage.

Next, you want to step into your prospects' perspectives while they're assessing different solutions they want to pursue. Fill out the following points:

By filling out this table, you're gaining a good perspective on how they narrow down their options. When your prospects narrow it down to categories of solutions, they're ready to move onto the decision stage.

3. Hone In On How Buyers Decide to Purchase From You.

Finally, you're ready to learn how your prospects think as they advance toward making a purchase.

When you're at the finish line with prospects, you can really feel the pressure of delivering the right messaging at the right time and in the right way. These details you fill out can help you guide them toward making the right decision for themselves and for you.

4. Put It All Together.

After filling out the buyer's journey details, you need to look at it in its entirety.

This way, you can trace their steps from when they first started expressing symptoms to finally deciding on a solution. And hopefully, that solution comes from you.

When you put all this information together, you gain a strong understanding of how they move through each stage. By learning how they progress, you can identify marketing tactics that help guide them through each stage in an efficient way.

By bringing this information together, you're able to distribute it to your marketing and sales teams and get everyone on the same page. They can learn how to provide value at each stage and nurture them along the journey.

The best way to put it all together is by adding all your information to a buyer's journey template.

Buyer's Journey Template

Download the Bluleadz Buyer's Journey Template to put all your information together in one place. Get your marketing, sales, and customer service teams involved with filling this out.

Every team has great insights on how your current customers find you and make purchases from you. Once you finalize this document, distribute it throughout your company.

This is a great resource for everyone because it gives you opportunities to identify new touchpoints where you can deliver impactful content.

click on the sidebar CTA to download your buyers journey template

Download your Buyer's Journey Template here ➡️➡️➡️➡️

One of the best ways to use your buyer's journey is planning your content marketing strategy.

How the Buyer's Journey Plays Into Your Content Marketing

A big part of content marketing is determining what kinds of content your target audience needs and when they need it. This comes down to context.

You can plan your content marketing and deliver contextual educational content at the right touchpoints. You need to develop a content map.

With content mapping, your aim is to deliver the right content to the right people at the right time. You know the right people by targeting your buyer personas.

Then, based off of your persona, you can develop content ideas that address their specific needs at the awareness, consideration, and decision stages of their buyer's journey.

The buyer's journey stages align with the concept of the marketing funnel – top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU).

Source: Single Grain

As you can see, there is a lot of opportunity for developing awesome content ideas for each buyer's journey stage.

Your awareness level content (the TOFU stage) is generating awareness for your brand. With consideration content (MOFU), you help your audience with research and comparisons of potential solutions.

Finally, the decision stage content (BOFU) highlights what you have to offer, trying to show them how your solution best fits them.

Ultimately, this process of guiding prospects through the buyer's journey stages requires a lot of time and resources. Once you build a targeted strategy, you're well-equipped to turn curious prospects into happy customers.

Douglas Phillips

Former military brat, graduated from Leilehua High School in Wahiawa, Hawaii in 2001. After earning my Bachelor's in English/Professional Writing, took on a job as a writer here at Bluleadz.

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What’s the Buyer’s Journey? Definition, Stages, and Examples

March 3, 2024

Your buyers don’t just turn up at your door with money in hand ready to buy your product. Instead, they go on a (sometimes complicated) journey that eventually leads to them making a purchase.

Understanding the buyer’s journey is a great way to make your sales process more efficient while also improving the customer experience. With a clear buyer’s journey, you can ensure your customers get what they’re looking for every step of the way.

What’s the Buyer’s Journey?

The buyer’s journey is simply the steps someone goes through before making a purchase.

How often do you discover a brand new product and buy it there or then? The chances are it’s not very often. In fact, in some industries, it’s suggested it takes an average of eight touchpoints to get an initial meeting.

The buyer’s journey tracks the steps your customers take to becoming a customer and even beyond. It’s split up into four stages: awareness, consideration, decision, and delight.

Understanding the buyer’s journey is important because it allows you to serve prospects with the information they need at each stage of the process. For example, when you’ve just learned about cold outreach, you want different information from when you’re comparing the best cold email platforms .

The buyer’s journey is a way to visualize the steps your customers take so you can help progress them through the journey.

What Are the Stages of the Buyer’s Journey?

A traditional buyer’s journey is split into four stages. At each stage in the journey, the buyer wants something slightly different from your business, and a clear picture of your buyer’s journey will help you provide the right content at the right time.

The four stages are awareness, consideration, decision, and delight, and each one requires a slightly different approach.

The more you can tailor your content, and communication to match the prospect’s position in the buyer’s journey, the more likely you are to build a relationship with the customer and progress them to the next stage.

Awareness Stage (TOFU – Top of the Funnel)

The awareness stage is when the lead becomes aware of a pain point . This is also known as the top of the funnel, where customers make their first interaction with your business.

Content at the awareness stage of the buyer’s journey is characterized by answering questions, troubleshooting confusion, and introducing your brand.

For example, if someone was looking at doing a cold email for the first time, they might look for articles like “What Is Cold Email?” or “Is Cold Email Right for My Business?” These are often big-picture questions, and they allow the lead to get a feel for whether your product is suitable for them.

It’s also a great chance to introduce your brand. Although you’re certainly not going to go for a hard sell at this stage, it’s an opportunity to put your name out there. In this case, it’s a chance to say “hey, we’re Mailshake, we’ve got tons of great info on cold email if you want to discover more.”

The customer has become aware of a problem (eg. they want a new phone, their current software is outdated, they need a new way to grow their business), and this is your chance to help them explore the problem while making them aware of your brand.

Content that works well at the awareness stage:

Educational blog articles
Ebooks, whitepapers, checklists, and guides
Explainer videos
Industry reports
Infographics

Consideration Stage (MOFU – Middle of the Funnel)

As your leads move into the consideration stage their goals change. They’re no longer trying to familiarize themselves with the basics of your products – instead, they’re considering their options.

At this stage, people have looked at the merits of cold email and decided it’s the right option for their business. The question that remains is how they go about implementing it and what platform they use.

Now, unless you’ve got a monopoly on your market, then the chances are the customer is going to have a lot of choices at this point. You’ve done good work in the awareness stage by putting your brand in their mind and starting to build a relationship, but there’s still more to do.

This is where you need to build on your relationships, driving customers back to your website, capturing emails, and utilizing your social reach.

When people are considering their options, your brand becomes extremely powerful. It’s a chance to say “hey, remember me, I gave you that great info on cold email – see how you can use it with our platform.”

At the consideration stage, your content should change to reflect your leads’ goals, utilizing:

More technical, specific article blogs
Comparison whitepapers
Product feature videos

This will link the knowledge your prospects already have to your products, explaining how the benefits fit into the bigger picture.

Decision Stage (BOFU – Bottom of the Funnel)

In the decision stage, your customer is ready to make a purchase.

In our example, they know they need sales automation software, but they’re still not sure which platform to use. After all, there are lots of different options out there, all with their own features and benefits.

This is where people weigh up their options, ultimately deciding which product or service offers them the most value.

All the work you have done throughout the customer journey will pay off here. People recognize the value you have given them by helping them learn about their subject and understand the features.

Now it’s time you drive things home by maximizing your funnel conversions. To do this, you’ve got to be extremely focused on the decision stage, and make sure you’re constantly optimizing your approach.

Test out your processes to make sure:

You’re giving people the information they need to make the final decision
The process of becoming a customer is as simple as possible
You’re maximizing the value of each sale

Again, your content can play a key part and you should look to incorporate different content types at this stage:

Documented success stories such as case studies and testimonials
Free product trials
Free consultations or live demonstrations
Product comparison
“About Us” website pages

Delight Stage (Post Purchase)

It’s easy to feel like the job’s done once a purchase has been made, but if this is the case, then you might be missing out.

The delight stage takes place post-purchase, and it’s an extremely important step for your business.

Repeat customers are great. You’ve already built a great relationship with them, they understand your products, and they’ve loved what they’ve received.

You don’t want to leave this to chance though. You want to delight people even after they’ve made a purchase, and turn them into brand ambassadors for your products.

To do this, you can use things like:

Workshops to help people get the most out of your products
Regular newsletter with tips and tricks
Discounts on future purchases
Behind the scenes look at your business

It’s simply a way of showing your customers that you’re still there for them, and you’re still invested in their experience.

The delight stage is an important part of the buyer’s journey and it can have a big impact on your revenue.

Tailoring Your Sales Process to the Buyer’s Journey

The buyer’s journey is a recognition that not every prospect is looking for the same thing.

While it’s difficult to completely tailor your sales process to each individual, it is possible to tailor your approach based on where they are in the buyer’s journey. When you have a clear picture of how people move through your journey and what they’re looking for at each stage, then it’s much easier to be there with the right answer.

Every customer is unique, but if you know where they are in the buyer’s journey, then you’ve got a much better idea of what content they’re looking for. Make the most of this by tailoring your sales process.

A Buyer’s Journey Should Serve as a Blueprint

It helps you to understand what information a customer is looking for at each stage in the process, maximizing your touchpoints , and building stronger relationships. Not only can this help you make more sales, but it can lead to higher-value sales and more repeat business.

It’s time to map out your buyer’s journey and understand what your customers are looking for.

Luiz Cent is the Head of Sales at Mailshake, in addition to SaaS sales coaching & marketing growth, Luiz is passionate about sustainability, yoga, travel & urban jungles.

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What Is the Buyer's Journey?

The buyer’s journey is the active research process a potential buyer goes through leading up to their purchase. It follows them through the stages of becoming aware of a need, considering different solutions to fulfill that need, and then making a decision between the different solutions.

I am a firm believer that a website is your best salesperson - tirelessly working all hours of the day and night, delivering that critical first impression and continuously driving value for your potential buyers.

In doing this, your website carries a megaton of responsibility.

Its single greatest objective, however, is to deliver prospects the information they need, when they need it, and provide clarity around next steps. That's why understanding the buyer's journey is so important.

There are several buyer journey models, but for the purposes of this two-part article , we’re going to explore the model HubSpot (and IMPACT) defines as the inbound buyer’s journey.

Rather than a cut-and-dry explanation, in part one of the article below, we’ll try to bring it to life through story and examples.

What is the Inbound Buyer’s Journey?

The inbound buyer’s journey is the active research process a potential buyer goes through leading up to their purchase. As we dive in, let’s first personify an example of a potential buyer (or prospect) and craft a story around their journey.

Also, let’s understand and review the stages of this journey and what each represents.

Keep in mind that the actual thought and research process may be different for your buyers which is why it is imperative to go through the Buyer Persona development process .

Walking Through the Buyer’s Journey

Our Prospect:

Gary is a 34-year-old Data Analyst who is tired of continuously addressing the same database errors over and over again.

Unfortunately, he isn’t equipped with the right tools to manage his data quality. He’s stuck using expensive, cumbersome on-premise software. In order to complete any reasonable fixes, he must consult with the internal IT team and HOPE that they respond before any critical business decisions need to be made based on his data.

Gary is constantly being pressured by his manager around the quality of his data as a result of these issues. He knows that there’s a better way and tomorrow he has set aside a few hours to begin his research for a new option.

This is the start of his journey.

Stage 1: Awareness (Top-of-the-funnel)

The first stage of the buyer’s journey is truly about discovery. Gary is aware of his data problem and heads right to Google looking for some resolution. He’s anxious to find high-level, educational content that will help him to more clearly identify both his actual problem as well as some initial requirements to address it.

Below are some “Awareness” search terms he would use:

Improve data quality testing
Prevent recurring data quality issues
Optimize database integrations
Troubleshoot problem data sets

The “Awareness” stage content will typically appear in the following formats (among others):

Educational Blog Articles
eBooks, Whitepapers, Checklists, or Guides
Infographics
Industry Reports
Slideshares
Explainer Videos

After absorbing several pieces of content, Gary will begin framing his challenges as well as his opportunities to solve them. With this understanding, his next step will be to begin “considering” the different solutions available.

Stage 2: Consideration (Middle-of-the-funnel)

Entering the “Consideration” Stage of the inbound buyer’s journey means Gary can clearly articulate his exact problem.

For the purposes of our story, Gary has identified that the reason he is consistently plagued with data errors is because he does not have any automation built into his data quality process. He must continuously rediscover the same issues every time he runs a manual query or check against the database. No bueno!

Gary heads back to Google to continue his research by diving deeper into solution-oriented content. He needs to know more about and compare the available approaches he can use to solve this problem, so he’ll be using the following terms or questions in his search:

Best data quality automation software
Data quality automation services
How to run multiple data queries automatically
Automatically compare data sets
Setting data quality objectives

“Consideration” content will typically appear in the following formats (among others):

More specific and technical blog articles
Comparison Whitepapers or eBooks
Live or recorded Webinars
Product Feature Videos

Although Gary is still most likely not in a “buy-it-now” mindset just yet, he has educated himself enough to take the next step his buying journey where the big decision will be made.

Stage 3: Decision (Bottom-of-the-funnel)

All of this effort will have led Gary to several solution provider’s websites.

Based on the content he’s engaged with thus far, he’s been compiling a hot-list of vendors he believes will be the best fit, not only from a solution perspective, but also from a company culture perspective.

He wants to work with a vendor that:

Have a proven expertise in the space
Is at the right price point
Has proven they’ve solved similar challenges in the past
“Gets him” - They know and understand his challenge even better than he does
Has a beer fridge, a dog listed as an employee in their office, and tons of group photos at local charitable events

In order to actually make a decision on a particular vendor, it means he’ll have to consume additional content that not only supports his working requirements mentioned above, but also appeases the Selectors, and Approvers, ie. his boss, and boss’ boss….

These pieces of content usually come in the following format:

Documented Success Stories, Case Studies, or Testimonials
Vendor, product, or pricing comparison documents
Live demonstrations or consultations
Free product trials
“About” or “Our Story” Website Pages

As we come to the end of Gary’s Buyer’s Journey, he’ll have built up enough trust and confidence in a particular vendor to make his ultimate buying decision.

Key Takeaways

There is a very clear and defined process for which modern buyers come to make a purchasing decision
The three stages of the Inbound Buyer’s Journey are Awareness, Consideration, and Decision.
Awareness Stage: Through online research, the buyer is trying to identify their own problems in a more acute and specific way.
Consideration Stage: Once the buyer has identified their problem, they begin researching specific solutions for that problem, which leads them to potential solution providers, partners, or vendors.
Decision Stage: After engaging with enough expert, trust building content, the buyer can filter their solution provider list down and make a confident decision in who they want to work with.

Each stage of the inbound buyer’s journey requires unique content types that range from site pages and blog articles to downloadable offers and live demonstrations.

Your website is truly your best salesperson and as such, needs to cater to the specific buying journey of your persona.

Next week, in part 2 of this article , we'll look at specific elements of the buyer’s journey that help create a website experience that speaks to your buyer’s needs, problems, and behaviors and how to embrace them on your website. Check it out here!

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Customer journey map: How to visualize ...

Customer journey map: How to visualize the buyer experience

El customer journey o recorrido del cliente es el camino que realiza el cliente desde que tiene una necesidad hasta que compra el producto o servicio. Mientras que el customer journey map es una representación visual de este viaje del consumidor. Sigue leyendo y aprende cómo crear un customer journey y utilizar un customer journey map.

If you skip to the end of a book, you’ll know where every character ends up. But without reading the middle, you won’t understand what took place. A story can’t occur with just a beginning and end—you need the journey between. The buying process is like a story. Analytics show you where each customer ends up, but to understand why they got there, you must examine the buyer journey.

A customer journey map helps you visualize a customer’s experience from point A—their pain points—to point B—their purchasing decision. When you know what leads people to one decision versus another, you can tailor your business strategy accordingly.

What is a customer journey map?

A customer journey map is a tool that helps you track a customer’s behavior through the buying process. The map includes the customer’s thoughts and feelings about their problem, as well as the corresponding actions they take.

Simply put, customer journey maps help you:

1. Identify and understand which customers are interested in your product or service.

2. Tailor your messaging so customers understand the benefits of your product or service.

What are the 6 components of a customer journey?

A customer journey map has six components that—when observed together—give you a clear picture of why a customer behaves the way they do. While these components are all relevant to a customer journey map, they don't necessarily happen in order.

[inline illustration] Elements of a customer journey map (infographic)

The buying process: Start by outlining what you know about your customer’s buying process. How do they move from awareness to interest to eventual purchase?

Customer actions: Customer actions focus on the specific actions your customers take. This can include actions like reading an article, downloading an ebook, or requesting a sales demo.

Customer touchpoints: Different from user actions, touchpoints are company-focused. What does your company do to engage with your customers? These may include posting an ad on social media or distributing an email newsletter.

Emotions: For every action your customer takes, they’ll have a specific thought or feeling tied to that decision. Knowing these emotions provides the “why” for customer behavior.

Pain points: Pain points drive a customer to purchase your product. They either have a problem to solve or want to fill a need in their life.

Expectations: Customers looking to fix their pain points will have certain expectations for what they’re seeking. This is how they narrow down their product search.

When you analyze customer actions, make sure you’re taking all six elements into account. For example, emotions happen throughout the entire process, whereas pain points and expectations typically influence the buying process.

How do you map a customer journey?

You’ll map the customer journey by working through each action your customer takes and assigning emotions to accompany them. Marketing and sales teams often use customer journey maps to assess their current strategies and improve them. You can also use customer journey maps when developing new marketing or sales campaigns. That way, your customer stays front of mind.

[inline illustration] How to build a customer journey map (infographic)

Use the steps below to build a customer journey map. Consider the different stages of the user experience, from their first interaction with your company to their last.

1. Set your map objectives

Any time you begin a new project or build a new tool, you’ll need to set objectives . When you know what you want to accomplish with your map, you can move through the development process with clarity. Your customer journey map objectives may include:

Determining why customers abandon their carts

Understanding what makes a customer commit to a purchase

Identifying areas where you can influence the customer journey

When setting objectives, pull together a cross-functional team to provide insight. Make sure to ask individuals on the sales, customer support, and marketing teams about how they perceive customer behavior. By incorporating everyone’s viewpoints, you can round out your goals and achieve greater success.

2. Create buyer personas

Buyer personas—also called customer personas—are fictional customers that represent your target audience . The persona profiles who the customer is, what they like and dislike, and their general motivations or frustrations. By looking at a buyer persona, you’ll have the information you need to tell your customer’s story.

Target market: Women

Target audience: Mothers

Buyer persona: Daniela Vargas, 32, married with one child.

[inline illustration] Buyer persona (example)

The target market for your product may be women, but if you serve all women, you’ll still have various audiences. By building out a fictional persona, your team can more easily empathize with your potential customer and create messaging that’s relevant to them.

Your marketing and sales teams likely have multiple buyer personas—one for each type of person who buys your good or service. After all, people have unique buying experiences depending on who they are. Therefore, you’ll need a unique journey map for every persona.

3. Label customer actions and touchpoints

Customer actions focus on every action the customer takes, while touchpoints are the vehicle for those actions. Touchpoints can include interactions before a customer finds your website or once they’re on your website. Use analytics from past customers to assess how the buyer from your target audience might interact with you online.

Customer touchpoints outside of your website:

Social media posts

Email newsletters

Customer actions outside of your website:

Searches for your website on Google.

Navigates to your website from a paid ad on Google.

Clicks your website link from a social media post.

Navigates to your website from an email.

Opens your email but doesn’t take action.

Likes your social media ad but doesn’t go to your website.

Customer touchpoints on your website:

Website landing pages

Customer actions on your website:

Puts items in their shopping cart.

Stays on a page for a specific period of time.

Clicks an ad on your website.

Leaves your website.

Abandons their shopping cart.

Completes a purchase.

Make a timeline of these touchpoints to use as the foundation of your buyer’s story. With this visual representation, write down each customer action associated with the touchpoints.

4. Map the customer journey

You should now have a timeline of how your customer got from their awareness of your product to their final action—whether they decided to purchase or something else. Divide the timeline into stages based on the buyer’s journey.

Stages of the buying process

Awareness: The customer realizes they have a problem that needs solving and determines that your product or service may be the solution.

Consideration: The customer considers whether to buy your product or service.

Comparison: The customer may compare your product to others on the market.

Decision: The customer decides that your product is best.

Purchase: The customer buys your product or service.

Retention: The customer likes your product or service and returns for another purchase.

Advocacy: The customer likes your product or service so much that they recommend you to others.

Your first three touchpoints may fall into the awareness stage, while the next two may move into the consideration stage. Not every customer will move through these stages seamlessly, but these transitions can show you where to improve.

Fill in the story

To complete your journey map, write a step-by-step storyline to fill in the gaps between your touchpoints. Since you know the background of your persona, use what you know to explore what they were thinking when they initially searched for your product. If the customer abandons their cart, consider how they went from being interested to jumping ship.

Add customer emotions

Your customer will have unique thoughts to accompany every action or situation of their journey. Put yourself in the customer’s shoes and try to understand how they feel. Emotions are hard to determine, but with support from your buyer persona, their touchpoints, and your storyline, you can make confident assumptions.

5. Evaluate your marketing strategy

Your completed customer journey map will show you turning points where a customer hesitated to buy your product or abandoned it altogether. For example, a customer that goes to your website but bounces quickly has made it to the awareness stage but may not move into the consideration stage.

Assess what customers need to move between these stages and adjust your marketing strategy accordingly. In this scenario, ask the following questions:

How long did they stay on our website?

Did they move past the homepage? If not, why not?

What are the weaknesses in our homepage?

How could we improve our homepage to engage customers?

If a customer bounces from your website after viewing the homepage, then the first impression you’re giving them may not be strong enough. It’s possible that your homepage design isn’t intuitive or your content doesn’t stand out. By examining the turning points in your map, you can find ways to make the next customer’s journey more linear.

Customer journey map example

In this customer journey map example, Sally’s pain points are that she struggles to stay organized at work. As Sally makes her journey from problem to solution, there are various touchpoints that guide her. For example, she decides task management is a good solution because she’s heard success stories from friends. She then sees a social media ad for a project management software company that influences her to consider the company’s brand. Sally’s emotions throughout the buying process explain how she processed each step.

Company: Project management software company

Scenario: Sally needs a task management solution to get organized and improve her work performance.

Expectations: Easy-to-use tool, holds her accountable at work, affordable solution

1. Realizes she has an organization problem at work

2. Determines task management can solve the problem

Touchpoint: Word of mouth, radio/TV/print

Corresponding emotion: “I need to solve this problem.”

Consideration

3. Sees social media ad for task management software

Touchpoint: Online ads

Corresponding emotion: “This product looks interesting”

Comparison:

4. Compares software to others on the market

5. Reads user reviews of software

Touchpoint: SEO, blog

Corresponding emotion: “What tool best fits my needs?”

6. Decides your product is worth trying

Touchpoint: Customer reviews

Corresponding emotion: “Did other users like this product?”

7. Goes to software website and signs up for trial offer

Touchpoint: Blog, website

Corresponding emotion: “This looks like the best option, I’ll try it."

Retention/Advocacy

8. Purchases software once trial period is complete

9. Recommends software to coworkers

Touchpoint: Email, website, word of mouth

Corresponding emotion: “This tool is worth the investment. I should tell my team.”

What are the benefits of customer journey mapping?

Customer journey mapping is beneficial because it gives you a new perspective on how customers act, think, and feel when interacting with your brand. Other benefits include:

Inform your customer service: When you can see your customer pain points clearly, you can use them to better support customers and improve their experience.

Eliminate ineffective touchpoints: The customer journey map will show you which touchpoints aren’t working. If a customer interacts with your brand but doesn’t move forward in the buying process, then you may need to adjust that touchpoint.

Focus strategy on specific personas: The customer journey map helps you find a strategy that works best for one group. When you create a map for each target audience, you can customize your strategies for each one.

Increase understanding of customer behavior: Understanding your audience is crucial to selling products or services. The journey map shows you how customers behave and gives you insight into why they behave that way.

You can make maps for the current state of your customers or a predicted future state. Both types of customer journey maps can help you learn the customer’s perspectives.

Use a customer journey map to better understand your audience

Your maps can serve as a resource for marketing and sales teams. Once you create one, store it in an accessible place so others can reference it. When you keep your map digital, you can also change it as your audience changes.

Work management software provides a central source of truth for your team and stakeholders. Whether you’re sharing your customer journey map or putting your improvements into action, Asana will keep your team on the same page.

Related resources

How Asana uses work management to optimize resource planning

How Asana uses work management for organizational planning

Solve your tech overload with an intelligent transformation

9 steps to craft a successful go-to-market (GTM) strategy

AWW Media [US]

28 Popular Cars to Avoid Buying in 2024

Posted: April 23, 2024 | Last updated: April 23, 2024

<p>Navigating the bustling streets of the future, the year 2024 has unveiled a fleet of shiny new cars, each vying for a spot in our garages. But amidst the allure of that new car smell and the gleaming paint, lurks a less talked about reality: <strong>not all that glitters is gold</strong> in the automotive world.</p> <p>In a market brimming with options, discerning the gems from the duds is more crucial than ever. That’s why we’ve taken the wheel to guide you through the congested lanes of car buying, spotlighting 28 popular cars that might just be wolves in sheep’s clothing. From the seductive roar of an engine that masks its thirst for constant repairs, to the sleek design that betrays an unjustifiable price tag, these vehicles are the ones that savvy buyers should approach with caution.</p> <p>We’re not just talking about minor inconveniences; these cars come with baggage that could dampen your driving joy and drain your wallet. So buckle up and prepare for an eye-opening journey through the 28 new popular cars that might just be more trouble than they’re worth. Your ideal ride awaits, but it’s not on this list.</p>

Navigating the bustling streets of the future, the year 2024 has unveiled a fleet of shiny new cars, each vying for a spot in our garages. But amidst the allure of that new car smell and the gleaming paint, lurks a less talked about reality: not all that glitters is gold in the automotive world.

In a market brimming with options, discerning the gems from the duds is more crucial than ever. That’s why we’ve taken the wheel to guide you through the congested lanes of car buying, spotlighting 28 popular cars that might just be wolves in sheep’s clothing. From the seductive roar of an engine that masks its thirst for constant repairs, to the sleek design that betrays an unjustifiable price tag, these vehicles are the ones that savvy buyers should approach with caution.

We’re not just talking about minor inconveniences; these cars come with baggage that could dampen your driving joy and drain your wallet. So buckle up and prepare for an eye-opening journey through the 28 new popular cars that might just be more trouble than they’re worth. Your ideal ride awaits, but it’s not on this list.

Tesla Model X

The Tesla Model X has made quite an impact in the electric vehicle market. However, there are a few reasons why some prospective buyers might want to think twice before purchasing this specific model in 2024.

High Price Tag : The Model X is known for its expensiveness. While this can be justified by its advanced technology, other EV models may offer similar features at a lower price.
Falcon Wing Doors : The unique Falcon Wing doors are a distinctive design choice, but they come with their share of practical issues, such as dealing with tight parking spaces or potential extra maintenance costs.
Availability of Alternatives : The EV market is rapidly growing, and the number of options for consumers is increasing. There are many new models to consider, some of which may provide better value.
Potential for Decreased Popularity : As the market becomes more saturated, the Tesla Model X could lose some of its popularity among consumers.

Range Rover (Most of the Land Rover Cars)

The Range Rover, along with most Land Rover models, might not be the best choice for buyers in 2024 due to a few significant reasons. Let’s highlight the top four reasons to reconsider buying these popular cars this year.

Reliability issues : The Land Rover range, including the notable Range Rover, has faced reliability concerns in the past, with complaints about electrical and mechanical problems, potentially causing expensive repairs and inconvenience to owners.
Environmental impact : As global focus shifts to greener alternatives, Land Rover’s models have been criticized for their high fuel consumption and CO2 emissions, making them less eco-friendly than other options on the market.
High ownership costs : The cost of maintaining a Range Rover or most Land Rover models can be steep, increasing the total cost of ownership. Insurance premiums, taxes, and fuel expenses can also substantially impact the overall budget of the vehicle.
Lack of innovation in the electric segment : While other car manufacturers are investing in electric vehicles (EVs) and pushing the boundaries of development, Land Rover’s electrification journey, although present, might not be as competitive as other brands in the industry. This might make their cars less future-proof as the market gravitates toward EVs.

Kia Stinger

The Kia Stinger is a popular car, but there are a few reasons that might make potential buyers reconsider purchasing one in 2024. Here are four top reasons it must be avoided:

Price: The Kia Stinger’s price tag might not justify its performance and features. There could be better alternatives in the market for a similar budget, which provide a better driving experience and features.
Fuel Efficiency: With the current trends towards electric vehicles and increased fuel efficiency, the Kia Stinger’s gas consumption might not be the most economical choice in the long run.
Resale Value: As the automotive market continues to evolve, the resale value of the Kia Stinger might not hold up against its competitors, making it a less attractive investment.
Maintenance Costs: Some reported maintenance costs for the Kia Stinger are higher than average, so long-term ownership could become expensive.

Buick Encore GX

The Buick Encore GX is a compact crossover SUV that may not be the best choice for car buyers in 2024. There are a few reasons why you might want to avoid purchasing Buick Encore GX :

Limited electric offerings: With the automotive industry moving towards electrification, the Buick brand has announced plans to offer an electric vehicle in 2024. In comparison to competitors, the Encore GX may be at a disadvantage due to its limited electric and hybrid options.
Underwhelming performance: The Encore GX lacks the power that car enthusiasts might expect from a vehicle in its class. With competitors offering engines with higher horsepower and better acceleration, the Encore GX struggles to keep up.
Subpar interior quality: The interior materials used in the Buick Encore GX are not up to par with its price point. Competitors in the same segment offer a more upscale and comfortable experience, making the Encore GX less appealing for those seeking a higher-quality cabin.
Smaller cargo space: The Buick Encore GX offers limited cargo space compared to other compact crossover SUVs. This can be a considerable drawback for families or individuals who need extra room for luggage and other belongings.

Ford Explorer

The 2024 Ford Explorer is a popular vehicle, but there are a few reasons you might want to stay away from buying it in 2024.

Fuel Efficiency : The Ford Explorer lags behind its competitors in terms of fuel efficiency, which could lead to increased fuel expenses.
Safety Concerns : Some reliability concerns have been raised, including potential issues with acceleration and braking systems; this could compromise the safety of the car.
Competition : There are a surge of alternative eco-friendly vehicles on the market, such as electric and hybrid cars, which offer better environmental performance.
Resale Value : The Ford Explorer’s resale value is expected to be lower compared to some other popular cars in its class, making it less attractive in the long run.

Hyundai Elantra

The Hyundai Elantra, a popular compact car, has some concerns that potential buyers should be aware of in 2024. We have listed the four main reasons to reconsider purchasing the car, without making exaggerated or false claims.

Lower Resale Value : The Elantra has been known to have a lower resale value compared to its competitors, which may lead to a higher cost of ownership in the long run.
Limited Electric Options : The growing demand for electric vehicles has surpassed the offerings provided by Hyundai’s lineup.
Lagging Technology : The Elantra’s in-car technology, such as infotainment and driver assistance features, may not be on par with other options in the market.
Performance : Concerns related to the car’s driving experience, such as acceleration and handling, may make other models more appealing to potential buyers.

RELATED : 10 Oldest Car Models Still in Production Today !

Jeep Wrangler

The Jeep Wrangler has been a popular choice for off-road enthusiasts, but it may not be the best option for everyone in 2024:

Fuel Efficiency : The Jeep Wrangler’s fuel consumption is known to be relatively high. This could lead to increased expenses in the long run for potential buyers, especially with rising fuel prices.
Ride Quality : While the Wrangler excels in off-road conditions, its on-road performance might be subpar. The vehicle could be less comfortable compared to its rivals when driving on highways and urban areas.
Safety Features : The Jeep Wrangler might not be the best choice for those who prioritize safety features, such as advanced driver assistance systems and collision avoidance technologies, which are becoming increasingly important in modern cars.
Price : The base price of the Jeep Wrangler can be relatively expensive compared to other vehicles in its segment, making it less budget-friendly for certain buyers.

Mitsubishi Mirage

The Mitsubishi Mirage is a small, entry-level car that has attracted some attention in recent years. However, there are several reasons to consider avoiding this vehicle in 2024, as it might not be the best option for buyers looking for reliable transportation.

Poor Performance : The Mirage is powered by a tiny 1.2L engine producing meager power, which results in sluggish acceleration and an unimpressive driving experience. In comparison to other cars in its class, the Mirage’s performance falls short.
Low-Quality Interior : Many car enthusiasts criticize the Mirage’s cabin for its hard plastics and lack of features. Even as a budget car, it’s crucial to have a comfortable and modern cabin, and the Mirage fails to meet that expectation.
Subpar Safety Ratings : Safety should be a top priority for any car buyer, and the Mirage has disappointing safety scores. It has a 3-star Euro NCAP safety rating which is concerning when compared to peers with higher scores.
Limited Practicality : Although it’s a small car, the Mirage’s trunk and rear-seat space are inadequate. Finding versatility in an economical vehicle is important, but the Mirage has limited cargo and passenger capacity to accommodate daily needs.

RELATED : 20 Affordable Classic Cars That Are Hidden Gems In The Market !

Jeep Gladiator

The Jeep Gladiator, a popular pickup truck, might not be the best choice for car buyers in 2024. Here are suggestions to consider before making a purchase decision:

Fuel Efficiency : The Jeep Gladiator is known for its poor fuel economy, which could be hard on your wallet with the rising fuel prices.
Payload Capacity: The Gladiator’s payload capacity is lower compared to its competitors, which might be a significant drawback for those who plan to use the truck to haul heavy loads.
Price : It has a higher starting price than other mid-size trucks, making it a less budget-friendly option.
Off-road Capability Trade-offs : While the Gladiator is known for its off-road abilities, this comes at the expense of on-road comfort and handling.

RELATED : 10 Ultra-Rare Mustangs Most Ford Fanatics Never Heard About !

Lincoln Aviator

The Lincoln Aviator is a popular luxury SUV that has caught the attention of many car enthusiasts in 2024. However, there are a few reasons why potential buyers might want to reconsider purchasing this vehicle.

Fuel Efficiency : The Lincoln Aviator struggles with fuel efficiency, which can make it a less environmentally-friendly option.
Cost: The Aviator’s high price tag may deter potential buyers seeking a more budget-friendly luxury SUV.
Maintenance : Some owners have reported high-cost maintenance issues with the Lincoln Aviator, requiring more out-of-pocket expenses over time.
Interior Quality: Despite its luxury label, the Aviator’s interior has been criticized for not living up to expectations in terms of quality and features.

Jeep Grand Cherokee

The Jeep Grand Cherokee has long been a popular choice among SUV enthusiasts. However, in 2024, there are a few reasons you might want to think twice before making this vehicle your next purchase.

High Cost : Due to more than 1,500 licensed plants involved in its production, the Jeep Grand Cherokee has a whopping price tag of about $91,064. This can make it quite a hefty investment for the average buyer.
Masculine Design : The Jeep Grand Cherokee features a front grill and design that’s often seen as masculine in nature. While this may appeal to some, it may deter others who are looking for a more inclusive vehicle design.
Fuel Efficiency : The Jeep Grand Cherokee has a relatively low fuel efficiency compared to other popular 2024 SUV models. This could lead to higher gas expenses over time.
Environmental Impact : With a strong focus on sustainable and eco-friendly choices in 2024, owning a car with lower fuel efficiency might not align with the values of environmentally conscious individuals.

RELATED : 19 Most Reliable Ford Engines Ever. Some Lasts Over 500k Miles !

Honda Pilot (2016 model)

The Honda Pilot 2016 model is one to stay away from in 2024, and here are the top reasons why:

Outdated Safety Features : As mentioned in this report , vehicle safety has greatly improved by 2024, and the 2016 Honda Pilot lacks many advanced features found in newer models.
Fuel Efficiency : With the promotion of new energy vehicles, like electric and hybrid cars, in China and other countries, the 2016 Pilot’s gas mileage falls short when compared to these environmentally-friendly options.
Resale Value : Since the Pilot is an older model, its resale value has significantly decreased, making it a less appealing investment for potential buyers.
Maintenance Costs : Lastly, with an older vehicle comes potential for more maintenance and repair expenses, which can be a burden on your wallet.

Nissan Armada

The Nissan Armada is a full-size SUV that has been popular in the past, but there are a few reasons you might want to hesitate before purchasing one in 2024.

Fuel Efficiency : With the growing importance of environmental sustainability, the fuel consumption of the Armada may be a concern. As a large SUV, it’s not known for its fuel efficiency, which could lead to higher long-term costs and a larger carbon footprint.
Size : The Armada is a very large vehicle, which may not be suitable for everyone. Drivers who mainly commute in urban areas or have smaller garages could struggle with parking and manoeuvring.
Shift to Electric Vehicles : The global trend towards electric vehicles is expected to continue, and by 2024, many consumers may prefer to invest in an electric or hybrid vehicle. It might not be ideal to buy a traditional, gas-powered SUV like the Armada.
Long-term Resale Value : With the ever-changing automotive landscape, purchasing a large, gas-powered vehicle like the Nissan Armada could affect its resale value in the future. As more people shift towards eco-friendly vehicles, demand for traditional SUVs may decrease.

RELATED : 40 Modern Cars That Last Longer Than 300k Miles and Beyond !

<p><span>While many Tucson owners are happy campers, it’s wise to watch out for some pitfalls, especially with used Hyundai Tucson models from 2012 to 2014. Engine troubles can happen, like the engine knocking, which can lead to a possible failure. Then there’s the pesky speed sensor glitch causing jerky shifting and that ominous check engine light. And imagine the horror of your engine stalling mid-road trip. </span></p>

Hyundai Tucson (2015-2017 models)

The Hyundai Tucson is a popular compact SUV, but the 2015-2017 models are to be avoided for the following reasons:

Unreliable transmission : The 2015-2017 Tucson models have known issues with their dual-clutch transmission, which can lead to frustrating driving experiences and potential costly repairs.
Poor fuel economy : The Tucson’s fuel efficiency during these model years is below average for its class.
Limited standard features : These Tucson models have fewer standard features compared to competing SUVs, making it less of a value for potential buyers.
Recalls and safety concerns : Some of these models have recalls related to airbags and seat belts, raising safety concerns for customers.

Nissan Pathfinder HEV

The Nissan Pathfinder HEV is a hybrid electric vehicle that has been gaining popularity in recent years. However, there are a few reasons why potential buyers should consider other options in 2024.

Fuel Efficiency : While the Pathfinder HEV might seem like a more environmentally friendly option, its fuel efficiency is not as impressive as other hybrid vehicles on the market. This could lead to higher fuel costs in the long run.
Price : The initial cost of the Pathfinder HEV is significantly higher than comparable non-hybrid vehicles. This could deter potential buyers from considering this option when purchasing a new car.
Maintenance : Hybrid vehicles, in general, may require more frequent and specialized maintenance than traditional gas-powered vehicles. This can add to the overall cost of ownership for the Pathfinder HEV.
Resale Value : As new vehicle market trends continue to evolve, the resale value of hybrid vehicles can be unpredictable. This uncertainty might make some buyers hesitant to invest in the Pathfinder HEV.

Dodge Caravan

The Dodge Caravan, a popular minivan, should be added to the list of cars to avoid in 2024 due to a few significant concerns. Below are the top four reasons:

Fuel Efficiency : The Caravan has been known for its low fuel efficiency, which means that owners may end up spending more on gasoline compared to more fuel-efficient vehicles.
Safety Ratings : The Caravan has received subpar safety ratings from major organizations, which raises concerns about the overall security of the vehicle and its passengers.
Outdated Design : With newer, more innovative vehicles on the market, the Caravan seems to have a dated design, making it less attractive to potential buyers.
Competitors : The Caravan faces stiff competition from other minivans offering more up-to-date features, better performance, and improved design.

<p><span>Thinking about snagging a used Hyundai Sonata, especially from 2011 to 2013? According to some car experts, you should watch out for some red flags. In 2023 Hyundai had to recall millions of models, including the Sonata, thanks to a fire hazard issue.</span></p><p><span>Michael Brooks of the Center for Auto Safety</span><span><a href="https://apnews.com/article/hyundai-kia-engine-fire-recall-park-outside-93d012a52e7b884889cdaf2e6c22a458" rel="noopener"> criticized</a> Hyundai’s response, “You’re combating a symptom or part of the problem without actually fixing the underlying design issue.”</span> <span>In addition, engine failure, including the scary prospect of it freezing while you’re driving, could leave you without power steering and brakes, a serious safety hazard. </span></p>

Hyundai Sonata (2011, 2017-2018 models)

The Hyundai Sonata from the 2011 and 2017-2018 models may seem like a tempting choice at first, but it’s essential to consider a few crucial factors:

Engine issues : These particular Hyundai Sonata models are known to have engine problems, resulting in reported engine failures that could prove costly to repair.
Recalls : The 2011 and 2017-2018 Sonatas have had several recalls related to faulty engines and issues with airbags. This may potentially compromise passenger safety, and make you reconsider this purchase.
Decreased resale value : Due to the mentioned issues and negative perception, the resale value of these models has significantly decreased over time, burdening owners with potential loss when they decide to sell their car.
Fuel efficiency : Although Hyundai boasts fuel efficiency for most of their models, the Sonata from 2011, 2017, and 2018 are slightly less efficient compared to their competitors, which makes other options more attractive for today’s environmentally-conscious buyers.

Volkswagen Atlas Cross Sport

The Volkswagen Atlas Cross Sport is a popular vehicle entering the market in 2024. However, there are a few reasons why you might want to think twice before purchasing this particular model:

Performance: The engine performance of the Atlas Cross Sport might not meet the expectations of some drivers, especially when compared to its peers.
Interior quality : Though the vehicle boasts a spacious interior, the finish and materials used may not be up to par with competing models in its segment.
Fuel efficiency: As most automakers are moving towards electrification, the Atlas Cross Sport’s fuel economy might not stack up well against electric and hybrid alternatives.
Market alternatives : In 2024, car buyers will likely have a plethora of other attractive new vehicle options to choose from, potentially offering more value for money, performance, and eco-friendliness.

Chrysler 300

The Chrysler 300, a popular sedan, may not be the best choice for car buyers in 2024:

Fuel Efficiency : With the rise in popularity of electric and hybrid vehicles, the Chrysler 300’s lower fuel efficiency may become a significant drawback.
Aging Design : While the Chrysler 300 has been a head-turner in the past, its design hasn’t changed much in recent years. This could make it appear less current or appealing compared to other options in the market.
Limited Advanced Features : In 2024, car buyers will likely seek vehicles with advanced technology and features like semi-autonomous driving and increased connectivity. The Chrysler 300 might fall short compared to newer, more feature-rich models.
Safety Ratings : Although the Chrysler 300 has had decent safety ratings in the past, it is essential to keep an eye on how it fares in 2024 as new safety innovations and standards emerge.

Nissan Sentra

We have compiled a friendly list of top reasons why Nissan Sentra, a compact sedan, must be avoided in 2024:

Performance : The Sentra’s engine delivers underwhelming horsepower which may compromise driving experience, especially on inclined roads or during quick overtaking maneuvers.
Fuel economy : In comparison to competitors in the same segment, this car falls behind in terms of fuel efficiency , making it less eco-friendly and more expensive to maintain.
Interior quality : Some users report lower quality materials and workmanship inside the cabin, leading to questions about long-term durability and overall comfort.
Safety features : The availability of advanced safety features might be limited to the higher trim levels, requiring extra spendings to ensure a comprehensive protection.

Cadillac XT4 Sport

The Cadillac XT4 Sport is one of the new popular cars in 2024. However, there are some important concerns to consider before making a purchase.

Poor Fuel Efficiency : While many cars in this segment have improved fuel efficiency, the XT4 Sport seems to lag behind, causing potential buyers to think twice.
Limited Interior Space : The Cadillac XT4 Sport offers less space than its competitors, making it less comfortable and impractical for larger families or long road trips.
Questionable Reliability : Reliability is a key factor for many buyers, but the XT4 Sport appears to have some issues in this department, making it less appealing.
High Price : Finally, the Cadillac XT4 Sport has a higher price tag compared to similar models on the market. This factor alone might discourage potential buyers.

Kia Telluride

The Kia Telluride is a popular SUV model, but there are a few reasons that might make potential buyers reconsider purchasing this vehicle in 2024:

Expensive pricing : The Telluride’s price may be higher compared to other SUV models in its category. Budget-conscious buyers might want to explore more affordable options.
Fuel efficiency : Given the increasing focus on sustainability, the Telluride’s fuel efficiency may not meet the expectations of environmentally-conscious consumers.
Stiff competition : In 2024, other automakers offer newer or refreshed SUV models that may provide better value and features. Thus, opting for the Telluride may not be the best choice for those seeking cutting-edge technology or advancements.
Limited availability : The demand for Kia Telluride may exceed supply, making it difficult for interested buyers to obtain the model or negotiate favorable deals.

Subaru Crosstrek

The Subaru Crosstrek is a popular compact SUV among drivers, but according to some sources, there are reasons you may want to avoid purchasing this model in 2024:

Fuel efficiency concerns: Although Subaru claims to offer fuel-efficient vehicles, some analysts believe that the Crosstrek’s actual fuel efficiency falls short of the competition, causing potential buyers to look elsewhere.
Reliability issues: While Subarus are generally seen as reliable vehicles, the Crosstrek has had a few complaints regarding the build quality and long-term durability, which can deter potential owners from choosing the 2024 model.
Outdated design: In comparison to its competitors, the Crosstrek’s design hasn’t been significantly updated in recent years. This may make it less appealing to those looking for a modern and cutting-edge vehicle.
Lack of features: Finally, the Crosstrek seems to lack some popular safety features and technology options available in other models. This may lead potential buyers to opt for another vehicle that offers more amenities for the price.

<p>As a proud owner of the 2024 Ford F-Series Super Duty, you get to experience best-in-class performance along with advanced technology and refined design. The following are the key reasons that make Ford F exceptional truck stand tall in the large pickup category:</p><ol> <li><strong>Outstanding Capability</strong>: With its high-strength steel frame, the 2024 Ford Super Duty is ready for work time, overtime, and playtime. This <a href="https://media.ford.com/content/fordmedia/fna/us/en/news/2024/01/04/ford-f-series-super-duty-prevails-as-north-america-truck-of-the-.html" rel="noopener">truck is named North America’s Truck of the Year</a> for its unbeatable combination of strength and towing capacity.</li> <li><strong>Variety of Options</strong>: The 2024 Super Duty lineup offers <strong>18 models</strong> to choose from, including gas and diesel engines with conventional or gooseneck towing capabilities. You can also customize your truck by selecting the desired exterior color, appearance packages, and interior seating options.</li> <li><strong>Technology and Safety Features</strong>: Equipped with FordPass® Connect with 5G Wi-Fi, the F-250 XLT ensures seamless connectivity for you and your passengers. The truck also has Pre-Collision Assist® with Automatic Emergency Braking (AEB) and Forward Collision Warning, enhancing safety on the road.</li> </ol><p>The Ford F-Series Super Duty is not only a reliable workhorse but also a symbol of style, comfort, versatility, and innovation in the large pickup segment.</p>

The Ford F-150 is a popular pickup truck with a long history of success in the market. However, there are a few reasons why someone might want to reconsider purchasing this vehicle in 2024:

Evolving market & competition: With the increasing shift towards electric vehicles, the Ford F-150 Lightning – its electric counterpart – may outperform the traditional F-150 in terms of efficiency and sustainability.
Higher maintenance costs : As technology evolves, the cost of maintaining older models, like the internal combustion engine (ICE) powered F-150, could potentially increase, making them less desirable compared to newer, more advanced electric pickup trucks.
Resale value decline : The increasing popularity of electric pickup trucks may lead to a decline in resale value for older traditional pickups, like the F-150, as shoppers continue to favor environmentally friendly options.
Regulation changes : As governments continue to implement stricter emissions regulations, owning a traditional gas-powered F-150 could become less practical and even costly in some regions.

Tesla Model Y

The Tesla Model Y is a popular electric vehicle that many consumers are considering in 2024. However, there are a few reasons why one might consider avoiding this particular model.

Availability : Due to high demand and production constraints, the Tesla Model Y may be difficult to find or have long wait times for delivery. This could leave potential buyers frustrated and waiting longer than anticipated for their new vehicle.
Price : The Model Y is one of Tesla’s more expensive offerings. As a luxury electric SUV, it may not be the best option for budget-conscious consumers who are looking for an affordable EV. Other options such as the Model 3 might be a more wallet-friendly choice.
Reliability : Although Tesla has made significant strides in recent years in improving the build quality of their vehicles, some concerns still remain. Some drivers have reported issues with the Model Y’s paint and trim, as well as occasional software glitches that can affect the user experience.
Charging infrastructure : While Tesla’s V3 Supercharger network is expanding, it may still not be as extensive as desired in certain areas. This could lead to longer wait times and potential inconveniences for Model Y owners who rely solely on the Supercharger network for long trips.

Ram 1500 REV

The Ram 1500 REV is a popular vehicle, but there are some reasons to consider avoiding it in 2024. Here are the top four reasons:

Fuel Efficiency : The Ram 1500 REV has been noted for its lower fuel efficiency, which may lead to higher fuel costs for the owner over time.
Environmental Impact : This vehicle has higher emissions than many of its competitors in the market, which can contribute to increased air pollution.
Depreciation : It’s not uncommon for the value of vehicles to depreciate over time; however, the Ram 1500 REV may have a faster depreciation rate compared to other models.
Safety Features : While the truck does come with some safety features, other vehicles in its class offer more advanced features for a similar price.

The Kia EV9 is one of the latest additions to the growing electric vehicle market. However, despite its attractive design and seemingly advanced features, there are a few reasons you might want to think twice before purchasing this particular model in 2024.

Limited Range : The EV9 has a relatively lower driving range compared to some of its competitors in the same price segment. This may prove inconvenient for long trips or daily commutes in areas with limited charging infrastructure.
Slower Charging : The charging speed of the Kia EV9 is not as fast as other electric vehicles in the market. This could lead to longer wait times when you need to recharge your car at public charging stations.
Lack of Innovative Features : While the EV9 includes some standard features found in other electric vehicles, it lacks any standout innovative features that might make it stand out among similar options. Buyers looking for cutting-edge technology might be disappointed.
Questionable Resale Value : As the electric vehicle market is evolving rapidly, the long-term resale value of the Kia EV9 might be affected by the release of newer models with better features and range capacities.

Chevrolet Silverado EV

The Chevrolet Silverado EV, an upcoming electric pickup truck, has been generating a lot of buzz. However, there are a few reasons why buyers might want to think twice before purchasing this vehicle:

Charging infrastructure : Charging stations for EVs are still not as widespread as gas stations, which could result in difficulties finding a suitable charging location and time-consuming detours. The Pew Research Center study has reported that the lack of a robust EV charging network contributes to the weak EV appetite among Americans.
Battery cost and technology : While the cost of batteries is decreasing, they still contribute significantly to the overall cost of EVs. In 2020, the battery pack cost was around $137/kWh, and even though it is expected to decline to $101/kWh by 2024, it will still add considerable expense to owning an EV.
Towing capacity concerns : Electric vehicles might not provide the same performance in terms of towing capacity as their internal combustion engine counterparts. This could be a major concern for those who need a truck for heavy-duty activities and could be a limiting factor for potential Silverado EV buyers.
Upcoming competitors : The electric truck market is becoming crowded, with several automakers planning to launch new models over the next few years, such as the Tesla Cybertruck and the Ford F-150 Lightning. These upcoming models could offer better features, performance, and brand value, making it difficult for the Silverado EV to stand out.

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Marketing Basics: Understanding the Buyer Journey
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What is the Buyer’s Journey?
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Unlocking the Buyer's Journey: 5 Steps to Success
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COMMENTS

What Is the Buyer's Journey?
The buyer's journey describes a buyer's path to purchase. In other words, buyers don't wake up and decide to buy on a whim. They go through a process to become aware of, consider and evaluate, and decide to purchase a new product or service. By understanding the buyer's journey, the pains and problems they experience along that journey, and the ...
What Is the Buyer's Journey? A Comprehensive Guide
This journey is typically segmented into three stages: awareness, consideration, and decision. Don't assume, however, that every buyer steps through those three stages in 1-2-3 order every time. Buyers' journeys often wind up taking very non-linear paths. We'll get into that below.
What Is the Buyer's Journey? How to Create Content for Every Stage
The purpose of understanding the buyer's journey is to create content for each stage. Let's look at how to do that. Step 1. Create buyer persona(s) A buyer persona is a "fictional person" you create who represents the common characteristics of your customer. Knowing what they're looking for will help you create the right kind of content.
What Is the Buyer's Journey? Stages, Examples, & More
The three buyer's journey stages are awareness, consideration, and decision. They generally line up with the first, second, and third stages of the marketing funnel. Although it appears straightforward, the path from awareness to a purchase decision usually isn't linear. For instance, it's not uncommon for buyers to progress through the ...
Buyer Journey Definition, Stages, Examples, Templates
Definition, stages, and examples. January 4, 2024. 5. ( 1) Step into the realm where choices weave the intricate fabric of consumer decisions — the buyer journey. As we navigate this landscape, we'll uncover the definition, stages of such a journey, and real-world examples that demystify the process. Join us on this expedition — no fluff ...
Optimizing the Buyer's Journey
The buyer's journey describes the steps that lead up to a purchase decision but stops right there. That means it's all about persuasion and influence aimed at brand new customers. The customer journey, on the other hand, follows on from this, referring to the steps businesses can take to build relationships with existing customers. ...
Developing the Buyer's Journey for Your Business
The buyer's journey is the active research process someone goes through leading up to a purchase. It's a fundamental part of an inbound strategy because it's a framework you can use to understand your buyer's needs and provide the information they need to reach their goals.
How to Make a Buyer Journey Map for Your Brand (Infographic)
A buyer journey map is a visual representation of a customer's experience with a company. This includes being introduced to the brand, making a purchase and every customer touchpoint that happens in between. Even your ideal customer can go through a lengthy buying process that includes multiple opportunities for engagement. To name a few ...
What is the Buyer's Journey?
The buyer's journey is a process customers go through to become aware of, consider, and decide to purchase a new product or service. It's a framework that guides sales strategies by mapping the customer's path from recognizing a need to the final purchase decision. In sales, this journey encompasses three stages: Awareness, where ...
What Is the Buyer's Journey? (And Why It Matters)
The buyer's journey is an engagement model that takes a customer through three stages of evaluation before making a purchase. This framework asks sales and marketing to work together to provide buyers with the content they need at the right time in the sales process.
Stages of the Buyer's Journey: Content Guide
There are three main stages to a buyer's journey. You must create unique content, tailored to each stage to guide a prospect from discovery to purchase. These steps include 1) the awareness stage, 2) the consideration stage, and 3) the decision stage. The natural research process means the depth of the questions will grow with each stage.
Buyer Journey Mapping in 7 Easy Steps [EXAMPLES + TEMPLATE]
Don't rush through this step. Once you have a good handle on what role your content can play, map each piece of content to the corresponding stage of the buyer's journey. 7. Create new content to fill in the gaps. Now that you know where your existing content fits into the buyer's journey, identify any gaps.
What Is the Buyer's Journey? 18 Questions You Need to Ask ...
The buyer's journey stages align with the concept of the marketing funnel - top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Source: Single Grain. As you can see, there is a lot of opportunity for developing awesome content ideas for each buyer's journey stage.
Enhancing Sales Efficiency: Understanding the Buyer's Journey
A Buyer's Journey Should Serve as a Blueprint. It helps you to understand what information a customer is looking for at each stage in the process, maximizing your touchpoints, and building stronger relationships. Not only can this help you make more sales, but it can lead to higher-value sales and more repeat business.
What To Know About The Buyer's Journey And Customer Life Cycle ...
The Buyer's Journey. The buyer's journey accounts for all the interactions a buyer experiences with a brand during the process of identifying and eventually solving a problem or satisfying a need.
Inside the Buyer's Journey: The 3 Stages of the Buyer's Journey
Inbound marketing is a technique that companies use to draw potential customers in, using social media, digital marketing, targeted content, and SEO. When a business begins to develop their inbound marketing strategies, they look to a process called the buyer's journey to determine what content they should produce to attract prospects.
What Is the Buyer's Journey?
The buyer's journey is the active research process a potential buyer goes through leading up to their purchase. It follows them through the stages of becoming aware of a need, considering different solutions to fulfill that need, and then making a decision between the different solutions. I am a firm believer that a website is your best ...
Customer journey map: How to visualize the buyer experience
Use the steps below to build a customer journey map. Consider the different stages of the user experience, from their first interaction with your company to their last. 1. Set your map objectives. Any time you begin a new project or build a new tool, you'll need to set objectives.
28 Popular Cars to Avoid Buying in 2024
The Buick Encore GX is a compact crossover SUV that may not be the best choice for car buyers in 2024. There are a few reasons why you might want to avoid purchasing Buick Encore GX:. Limited ...

What Is the Buyer's Journey?

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What are the three stages of the buyer's journey?

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What is the buyer doing during the awareness stage?

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Tailoring Your Sales Process to the Buyer's Journey

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What is the buyer journey? Definition, stages, and examples

What is the buyer journey? Why is it important?

Why is the buyer journey important?

Buyer journey stages

Buyer journey optimization

Buyer journey examples

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HubSpot and its inbound marketing excellence

Buyer journey templates

Wrapping up

Key takeaways

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What is the buyer’s journey?

Buyer journey vs customer journey

The buyer’s journey describes the steps that lead up to a purchase decision but stops right there.

Buyer’s journey stages vs the sales funnel

Buyer’s journey stages: How many steps are there?

How does the buyer’s journey work?

1. Awareness stage | Buyer’s journey

In the awareness stage, the buyer is aware of a problem:

2. Consideration stage | Buyer’s journey

In the consideration stage, the buyer is aware of possible solutions:

3. Decision stage | Buyer’s journey

In the decision stage, the buyer is aware of providers and products:

B2B vs B2C buyer journey

Why should businesses care about the buyer’s journey?

Buyer Journey optimization

“The buyer journey is nothing more than a series of questions that must be answered.”

Buyer’s journey: Optimizing the awareness stage

Buyer’s journey: Optimizing the consideration stage