Why Your Buyer’s Journey Matters

By David Ronald  

I’m sure you’ve heard the term “buyer’s journey.” 

It gets tossed around a lot, sometimes as a buzzword, sometimes as a framework.  

But what does it really mean?  

The buyer’s journey, at its core, is the route that a potential customer takes from the moment they realize they have a need to the point when they make a purchase.  

It’s crucial to understand this route because, equipped with that information you can align your business to guide them along the way.  

In this blog post I examine the concept of the buyer’s journey and why it helps businesses anticipate what a potential customer might need at different points in their decision-making process.  

(You may be interested in reading our blog post Mapping Content to your Buyer’s Journey.) 

Is the Buyer’s Journey Outdated?

Before beginning, however, I want to acknowledge that not everyone is convinced the concept still holds weight.  

Some marketers argue that the buyer’s journey is too neat and linear to reflect the messy, real-world way people make decisions today.  

They point out that modern buyers bounce between channels, get influenced by peers and social media, and may even skip stages altogether. 

In a world of always-on information and instant access to reviews, the idea of a step-by-step journey can feel oversimplified.  

Yet, even if the journey isn’t a perfect straight line, dismissing it entirely misses the point – the buyer’s journey is meant as a framework, not a rigid playbook.  

The reality may be zigzagged and unpredictable, but the stages of awareness, consideration, and decision still provide a useful lens to make sense of buyer behavior.

The Stages of the Buyer’s Journey

The buyer’s journey is broken into three main stages: awareness, consideration, and decision.  

Each stage represents a different mindset, and knowing where someone is in their journey is key to providing the right message at the right time.

Awareness Stage (aka Top of Funnel)

This is where it all begins

The buyer realizes they have a problem or an opportunity. They might not know what the solution looks like yet, but they’re actively researching, asking questions, or just starting to define the challenge.

For example, a business leader noticing declining customer engagement may begin Googling “how to improve customer retention.” 

Consideration Stage (aka Middle of Funnel)

At this point, the buyer has clearly defined their problem and is exploring possible solutions.

They’re comparing approaches, reading reviews, and weighing the pros and cons of different strategies.  

Using our example, the business leader may now be comparing customer feedback platforms, loyalty programs, or CRM upgrades to see which one could best address their retention issue. 

Decision Stage (aka Bottom of Funnel)

Here, the buyer has narrowed down their options and is ready to choose a solution.

They’re looking for proof, such as case studies, ROI calculators, free trials, and validation that their decision will be the right one.

This is where trust becomes critical. 

Our business leader may be choosing between two top CRM vendors and wants reassurance that their investment will pay off.

Why the Buyer’s Journey Matters

The power of the buyer’s journey lies in its ability to create alignment.

Too often, businesses jump straight into pitching their product without considering where the buyer is mentally.

Imagine trying to sell a CRM to someone who doesn’t yet realize their customer engagement problem is costing them revenue – it’s not going to land.

By mapping content, sales strategies, and messaging to each stage, companies can meet buyers where they are and build trust that naturally leads to conversion.

For marketers, this means crafting educational content for the awareness stage, in-depth comparison guides for the consideration stage, and persuasive case studies for the decision stage.

For sales teams, it means listening carefully and tailoring conversations to match the buyer’s current mindset.

And for product teams, it means understanding how features and benefits map to real customer pain points throughout this journey

Beyond the Sale

One important nuance: the buyer’s journey doesn’t stop at purchase.

The best companies see the post-purchase experience, onboarding, support, and customer success, as part of the journey too.

Satisfied customers become repeat buyers and, even better, advocates who influence future buyers. In other words, the journey is cyclical, not linear. 

Conclusion

Businesses that understand and respect the journeys of their buyers put themselves in the best position to guide prospects smoothly from problem recognition to purchase and beyond.

At the end of the day, it’s about empathy: seeing the process through your customer’s eyes and aligning your efforts to make their path as clear and valuable as possible.

Thanks for reading.

I hope you found this post useful. Do you feel that you know enough about your buyer's journey? If not, get in touch with me at david@alphabetworks.com and let's have a conversation.