--- title: What Is a Buyer’s Journey and Why Is It Important? description: Understanding your customer’s buying journey will lead to a marketing plan that actually works. Click to learn more about the buyer’s journey. image: https://www.readynorth.com/hubfs/RN%20Blog%20Images-buyers%20journey.png --- [Skip to content](https://www.readynorth.com/blog/what-is-a-buyers-journey-and-why-is-it-important#main-content) Close - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) SEARCH CONTACT E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) [![Ready North (RN) Logo_BlueOrange_Trademark](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png?width=800&height=269&name=Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png)![Ready North Logo_AllWhite-1](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20Logo_AllWhite-1.png?width=1078&height=363&name=Ready%20North%20Logo_AllWhite-1.png)](https://www.readynorth.com/) - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) Quick results for "{search\_term}" ![Ready North Who We Serve](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/Ready%20North%20Who%20We%20Serve.png?width=300&name=Ready%20North%20Who%20We%20Serve.png) #### We Love Clients with High Growth Goals We primarily work with clients in the manufacturing / industrial, professional services, and association industries.  Don't fit in the industries listed above? We've got you covered! Reach out and let's talk about how we can work on an ongoing or project basis. [![CONTACT US](https://no-cache.hubspot.com/cta/default/883/2124f3a9-c8c1-4f96-b962-17c82254cc07.png)](https://cta-redirect.hubspot.com/cta/redirect/883/2124f3a9-c8c1-4f96-b962-17c82254cc07) #### WHO WE SERVE - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) ![HubSpot Mega Menu V2](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/HubSpot%20Mega%20Menu%20V2.png?width=300&name=HubSpot%20Mega%20Menu%20V2.png) #### See What’s Possible with HubSpot and Ready North We drive growth and make impactful change in our clients’ marketing, sales, and service programs with HubSpot. From onboarding to optimization and all the steps in between, our team has you covered. #### HUBS WE SERVE - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) ![Services Hub 3 (3)](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/Services%20Hub%203%20(3).jpg?width=300&name=Services%20Hub%203%20(3).jpg) #### Customized Marketing Solutions Your business is unique. Each service is designed entirely around your challenges and goals. See how you can establish a personalized marketing plan, based on your definition of success. #### DIGITAL MARKETING SERVICES - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) ![mountain_canva_2](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/mountain_canva_2.jpg?width=300&name=mountain_canva_2.jpg) #### [Learn From the Experts](https://www.readynorth.com/blog) We’re not shy about sharing our knowledge, expertise, and actionable insights you can use to improve your performance. Check out our blog for the latest in what’s new in the world of marketing. [VIEW BLOG](https://www.readynorth.com/blog) #### [Digital Marketing Resources](https://www.readynorth.com/resources/guides) We are committed to advancing the industry through collaboration. Check out our resource center filled with templates, tools, ebooks, and more. [GET RESOURCES](https://www.readynorth.com/resources/guides) ![close photo of walking legs and suitcase outside at sunset](https://www.readynorth.com/hs-fs/hubfs/RN%20Blog%20Images-buyers%20journey.png?width=300&name=RN%20Blog%20Images-buyers%20journey.png) [Madison Filipiak](https://www.readynorth.com/blog/author/madison-filipiak)January 9, 20233 min read # What Is a Buyer’s Journey and Why Is It Important? [Previous](https://www.readynorth.com/blog/how-to-transform-your-manufacturing-website-from-a-digital-product-brochure-to-a-growth-engine-machine) [Next](https://www.readynorth.com/blog/digital-marketing-agency-ongoing-relationship-or-one-off-project) Studies show that B2B buyers are [up to 70%](https://spotio.com/blog/sales-statistics/#b2b) through their buying research before actually speaking with a salesperson. Moreover, [75% of B2B decision-makers](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever) prefer remote human interactions or digital self-service over face-to-face interactions.  **Today’s customer wants to be informed *before* making a purchase decision** and look to brands that offer the right resources to match their needs. Understanding your customer’s path to purchase, or **buyer’s journey**, will set your company apart from competitors.   Continue reading to learn more about the buyer’s journey and its importance.  ## What is a buyer’s journey?  While a buyer’s budget, amount of time spent researching, and problems will vary from one industry to another, all buyers generally experience the same three stages on their path to a purchase: **awareness, consideration, and decision**. Each stage represents the buyer’s pain points and needs associated with that particular moment.  ![1-Jan-09-2023-04-02-21-6850-PM-1](https://www.readynorth.com/hs-fs/hubfs/1-Jan-09-2023-04-02-21-6850-PM-1.png?width=624&height=154&name=1-Jan-09-2023-04-02-21-6850-PM-1.png) ### 1. Awareness Potential customers that are in the **awareness stage** of their buying journey are looking to contextualize their problem with answers, resources, education, opinions, and insights. They’re not yet thinking about actual providers or solutions at this point, but rather need the information to understand their problem more clearly.   ### 2. Consideration Buyers that have officially put a name to their problem are in the **consideration stage**. These individuals still aren’t ready to buy a service or product, but are now looking for the best solution. During the consideration stage, buyers conduct heavy research to determine what is and isn’t a good fit for their problem.    ### 3. Decision In the **decision stage**, buyers are ready to create a list of their top options, choose the best solution for them, and spend money. Often, buyers will choose the provider that seems the most trustworthy and best able to meet their needs.  ## Benefits of understanding the buyer’s journey Understanding the buyer’s journey not only provides your team with a clearer picture of customers’ wants and needs, but also enables your team to communicate better with potential customers. Here are a few other **benefits of understanding your buyer’s unique journey to a purchase**:  - You can align the benefits of your product or service specifically with your buyer's pain points.  - By providing the right resources at the right time, your brand is establishing trust with potential customers (even if you haven’t spoken to them yet!).  - You can align your marketing activities and messages with each stage of the buyer’s journey.   ## How to create a marketing plan using the buyer’s journey Offering a free demonstration or 30-minute consultative call means nothing when offered to a buyer at the wrong time. Thus, **aligning your marketing materials and messaging with each stage of the buyer’s journey is critical**.  During the **awareness stage**, your goal should be to show up in search results for researching buyers. Informational content that requires low commitment from the buyer works best during the awareness stage. *Ex. Blog posts, social media shares, white papers, ebooks, and videos.* ![2-Jan-09-2023-04-02-21-9214-PM-1](https://www.readynorth.com/hs-fs/hubfs/2-Jan-09-2023-04-02-21-9214-PM-1.png?width=624&height=179&name=2-Jan-09-2023-04-02-21-9214-PM-1.png) Someone in the **consideration stage** is looking for articles on solutions to their problem, as well as proof that your solution may be a superior choice. **Note:** It’s important to inform buyers of all solutions in the market, not just yours. The goal is to allow the buyer to come to their own conclusion, not sell to them. *Ex. Comparison guides, case studies, testimonials, webinars, and pros and cons articles. * ![3-Jan-09-2023-04-02-21-9729-PM-1](https://www.readynorth.com/hs-fs/hubfs/3-Jan-09-2023-04-02-21-9729-PM-1.png?width=624&height=186&name=3-Jan-09-2023-04-02-21-9729-PM-1.png) By the **decision stage**, a buyer wants to be confident in their preferred solution. Make it easy for the buyer to understand your solution and any next steps that should be taken. *Ex. Free trials, live demos, consultation offers, and coupons.*   ![4-Jan-09-2023-04-02-21-9154-PM-1](https://www.readynorth.com/hs-fs/hubfs/4-Jan-09-2023-04-02-21-9154-PM-1.png?width=624&height=194&name=4-Jan-09-2023-04-02-21-9154-PM-1.png) Having a better understanding of the buyer’s journey builds valuable trust with potential customers, saves your team resources otherwise spent on unready leads, and ultimately results in more sales. **How well does your marketing plan align today? ** ## Subscribe for more marketing insights  Did you find this helpful? For more tips and tricks, marketing insights, and industry updates delivered straight to your inbox, [subscribe to our blog](https://www.readynorth.com/subscribe).  [![button to subscribe to newsletter with clipart image of person working at a desk](https://no-cache.hubspot.com/cta/default/883/d8c41b7b-717f-4c44-b39a-b2580e9c6130.png)](https://cta-redirect.hubspot.com/cta/redirect/883/d8c41b7b-717f-4c44-b39a-b2580e9c6130) ![avatar](https://www.readynorth.com/hs-fs/hubfs/MF-4%20copy-1.jpg?width=290&name=MF-4%20copy-1.jpg) [Madison Filipiak](https://www.readynorth.com/blog/author/madison-filipiak)Madison Filipiak is a senior consultant at Ready North. She joined the agency in January 2021 with a background in content marketing. Madison is a 2018 graduate of the University of Mount Union, where she earned her degree in marketing and communications. [mailto:madison.filipiak@readynorth.com](mailto:madison.filipiak@readynorth.com) COMMENTS ## RELATED ARTICLES [![power theme logo](//883.fs1.hubspotusercontent-na1.net/hubfs/883/raw_assets/public/@marketplace/maka_Agency/POWER%20THEME/images/logos/power/pwr-img_logo_power-white.svg)](https://www.readynorth.com/) An inexpensive, quick and easy way to build beautiful responsive website pages without coding knowledge All rights reserved ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United States", "addressLocality" : "Cleveland", "addressRegion" : "Ohio", "postalCode" : "44115", "streetAddress" : "812 Huron Road" }, "email" : "info@readynorth.com", "knowsLanguage" : "en-us", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/BF.com/Brightfind_Primary_Logo.png" }, "name" : "Ready North", "url" : "https://www.readynorth.com/blog/what-is-a-buyers-journey-and-why-is-it-important" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "Understanding your customer’s buying journey will lead to a marketing plan that actually works. Click to learn more about the buyer’s journey.", "author" : { "@type" : "Person", "name" : "Madison Filipiak" }, "dateModified" : "March 20, 2023 2 PM", "datePublished" : "January 9, 2023 4 PM", "headline" : "What Is a Buyer’s Journey and Why Is It Important?", "image" : "https://www.readynorth.com/hubfs/RN%20Blog%20Images-buyers%20journey.png", "inLanguage" : "en-us", "keywords" : "[Marketing Strategy, Content Marketing]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "What Is a Buyer’s Journey and Why Is It Important?", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png" }, "name" : "Ready North" }, "text" : "Studies show that B2B buyers are up to 70% through their buying research before actually speaking with a salesperson. Moreover, 75% of B2B decision-makers prefer remote human interactions or digital self-service over face-to-face interactions. Today’s customer wants to be informed before making a purchase decision and look to brands that offer the right resources to match their needs. Understanding your customer’s path to purchase, or buyer’s journey, will set your company apart from competitors. Continue reading to learn more about the buyer’s journey and its importance. What is a buyer’s journey? While a buyer’s budget, amount of time spent researching, and problems will vary from one industry to another, all buyers generally experience the same three stages on their path to a purchase: awareness, consideration, and decision. Each stage represents the buyer’s pain points and needs associated with that particular moment. 1. Awareness Potential customers that are in the awareness stage of their buying journey are looking to contextualize their problem with answers, resources, education, opinions, and insights. They’re not yet thinking about actual providers or solutions at this point, but rather need the information to understand their problem more clearly. 2. Consideration Buyers that have officially put a name to their problem are in the consideration stage. These individuals still aren’t ready to buy a service or product, but are now looking for the best solution. During the consideration stage, buyers conduct heavy research to determine what is and isn’t a good fit for their problem. 3. Decision In the decision stage, buyers are ready to create a list of their top options, choose the best solution for them, and spend money. Often, buyers will choose the provider that seems the most trustworthy and best able to meet their needs. Benefits of understanding the buyer’s journey Understanding the buyer’s journey not only provides your team with a clearer picture of customers’ wants and needs, but also enables your team to communicate better with potential customers. Here are a few other benefits of understanding your buyer’s unique journey to a purchase: You can align the benefits of your product or service specifically with your buyer's pain points. By providing the right resources at the right time, your brand is establishing trust with potential customers (even if you haven’t spoken to them yet!). You can align your marketing activities and messages with each stage of the buyer’s journey. How to create a marketing plan using the buyer’s journey Offering a free demonstration or 30-minute consultative call means nothing when offered to a buyer at the wrong time. Thus, aligning your marketing materials and messaging with each stage of the buyer’s journey is critical. During the awareness stage, your goal should be to show up in search results for researching buyers. Informational content that requires low commitment from the buyer works best during the awareness stage. Ex. Blog posts, social media shares, white papers, ebooks, and videos. Someone in the consideration stage is looking for articles on solutions to their problem, as well as proof that your solution may be a superior choice. Note: It’s important to inform buyers of all solutions in the market, not just yours. The goal is to allow the buyer to come to their own conclusion, not sell to them. Ex. Comparison guides, case studies, testimonials, webinars, and pros and cons articles. By the decision stage, a buyer wants to be confident in their preferred solution. Make it easy for the buyer to understand your solution and any next steps that should be taken. Ex. Free trials, live demos, consultation offers, and coupons. Having a better understanding of the buyer’s journey builds valuable trust with potential customers, saves your team resources otherwise spent on unready leads, and ultimately results in more sales. How well does your marketing plan align today? Subscribe for more marketing insights Did you find this helpful? For more tips and tricks, marketing insights, and industry updates delivered straight to your inbox, subscribe to our blog.", "url" : "https://www.readynorth.com/blog/what-is-a-buyers-journey-and-why-is-it-important", "wordCount" : "1291" } ```