What is the B2B Buyer Journey?
The B2B Buyer Journey is the active research process a B2B customer goes through leading up to a purchase.
According to Sirius Decisions, B2B buyers have 12 to 18 non-human and human interactions along the buyer’s journey. It’s a marketer’s role to ensure this behavior is central to their marketing efforts. They can do this by building content to address these interactions perfectly.
Forrester found that 68% of buyers prefer to research on their own online and 62% develop selection criteria or finalize a vendor list based solely on digital content. Therefore, when you create content that follows the Buyer Journey, you can help influence your buyers’ research process.
“68% of buyers prefer to research on their own online and 62% develop selection criteria or finalize a vendor list based solely on digital content.”
As prospects become familiar with your brand and associate you with the services they need, you’re at the top of their mind when they’re ready to take action. This is important because your buyers start their journey long before they ever speak with you.
To put it simply, your job is not to sell, but to help them buy — by providing useful breadcrumbs along the path of their digital journey. You can do this by creating content that speaks directly to them — and more importantly — delivers value based on the particular stage they’re at on their journey.
To put it simply, your job is not to sell, but to help them buy.
It’s not Just a Journey, It’s an Experience
Your buyers are people. They are on a journey of discovery to identify the right solution for their business challenges. If you can make memorable and delightful experiences along that journey, your buyer will associate you as a leader when they’re ready to choose a solution.
Your content creates those experiences. Aim to craft exciting content to fit the needs of your buyer at the exact stage that they’re at on their journey.
Read on for examples of content you should create to ensure you meet your buyer at their points interest, help guide them along their journey, and deliver a memorable buyer experience.
What are the Key Stages in the Tech B2B Buyer Journey?
The key stages in the Tech B2B Buyer Journey are Awareness, Consideration, Decision:
The buyer is expressing symptoms of a problem. They can’t yet identify their problem, but they are attempting to diagnose it through research.
The buyer has identified their problem and is seeking a solution. They deepen their research to find and understand the best available options on the market.
Now the buyer is looking at potential vendors. They have a solution or strategy in mind, and they are narrowing their options through even deeper research and comparison until they make their final decision.
How Do You Use the B2B Buyer Journey?
When you craft your content strategically around the B2B Buyer Journey, you can meet the buyer at their points of need and interest along the way. Here are examples of content types appropriate for each stage of the Buyer Journey:
- Analyst Reports
- Research Reports
- eGuides and eBooks
- Editorial Content
- Expert Content
- White Papers
- Educational Content
- Comparison White Papers
- Expert Guides
- Live Interactions
- Vendor Comparisons
- Product Comparisons
- Case Studies
- Trial Download
- Product Literature
- Live Demo
Build a B2B Buyer Journey for the Modern Tech Buyer
If you’d like to create a marketing strategy that speaks to the entire buyer’s journey, start by taking an inventory of all your content. Download this free Content Inventory Worksheet to get you started.
When you’re ready to take the next step toward nurturing leads and engaging buyers, the Total Product Marketing team is here to help. We live and breathe your Buyer Journey and know how to deliver the right message, to the right person, at the perfect moment of their journey.
Talk to our experts today.