Ultimate Guide to the B2B Buyer’s Journey

B2B Buyer's Journey

Those in the business of making B2B sales know that the buyer’s journey refers to the process a customer goes through to make a purchase decision. We examine customers’ behavior during the awareness and consideration stages when strategizing how to nudge them toward the decision stage of their journey. But the modern buyer’s journey extends beyond the closed sale.

Gone are the days when strategists focused only on instant return. Now we must consider what the customer experiences after the sale, the stages of growth and delight. These post-sale stages present opportunities to build meaningful relationships, often becoming more valuable than the sale itself.

Every function of your business—from the data team gathering prospects to the customer service department fostering loyalty—can contribute to an influential and delightful buyer’s journey.

The reason EBQ is able to stand out from our competition is because we’re not just lead generation experts. Our six areas of expertise assist buyers at each of the stages they go through to make a purchase, allowing us to understand every step of the cycle, know how they play together, and optimize performance through each step.

Understanding customers at every stage of the buyer’s journey can help determine how best to reach them, meet their needs, and maximize value for them at each step of the journey. In this guide, we take an in-depth look at all five stages and demonstrate how building a strategy that addresses every stage of the buyer’s journey can help you scale your business and increase revenue.

After reading this guide you will be able to:

  • Reach buyers and understand their needs at every stage of their journey.
  • Recognize in which of the five buyer’s journey stages a specific buyer stands.
  • Tailor your outbound and inbound organizational strategies to appeal to buyers at each stage.
  • Develop a buyer-centric strategy to establish loyalty and long-term value.

Chapter 1: The Awareness Stage

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Guide to the B2B Buyer’s


Chapter List