Forbes – Will You Hitchhike on the B2B Buyer’s Journey or Help Guide the Ride?

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Before a business prospect buys your product, service or solution, they embark on a decision-making journey. In some cases, this business-to-business (B2B) buyer’s journey is simple and short duration; in other cases, it can be highly complex and take months or even years. But nearly every B2B buyer’s journey follows a predictable path; and by understanding that path, you can not only ride along with the buyer but help guide them to the desired destination: a sale and continuing engagement.

B2B Buyer’s Journey Definition

The B2B buyer’s journey is the process a business buyer navigates to decide which product or service they should choose as the best solution for their problem or need. Typically, the B2B buyer’s journey stages include awareness, consideration and decision.