Breaking Down the B2B Buyer’s Journey

By Josh Baez, Client Engagement Manager at Heinz Marketing
As we continue delving into the foundations of a modern B2B demand generation engine, the next thing we need to think about is the B2B buyer’s journey. (And if you missed the other blogs in this series, be sure to read those too: one on the ideal customer profile and another on addressing the buying committee.)
What is the B2B buyer’s journey?
What are your buyers actually doing when they make a decision? How are they acting? What are they thinking? What do they need to progress?
Every single buyer – whether B2B or B2C – goes through a journey of decision-making. The main difference is the B2B buyer’s journey is much more complicated. If you’ve read my blog about How to Market and Sell to the B2B Buying Committee, then you know just how complex a B2B purchase decision can be – in fact