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Buyer journey

A subset of customer journey, buyer journey refers specifically to the decision-making process that a potential customer goes through before making a purchase, and is a subset of the broader customer journey. Typically, the buyer journey focuses on stages such as awareness, consideration, and decisions. A well-defined buyer journey is often developed through a combination of primary research and insights from sales and marketing functions to define the core touchpoints and preferences of the prospect, including the channels that they utilize, transaction preferences, and drivers of choice. By understanding the buyer journey, organizations can better develop experiences that drive higher engagement and improve conversion rates.

Related terms

Channel preference

Customer journey

Drivers of choice

Messaging

Routes-to-market

Voice of the customer (VoC)

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