The Buyer’s Journey
The Buyers Journey is a term first coined by Hugh Macfarlane in The Leaky Funnel. It recognises that business buyers don’t just wake up one day and decide to purchase something – they go through a journey of several steps to get there.
From not knowing they have a problem, to deciding how to solve it, your buyers are on a journey, and you need to go on it with them.
Marketing is a crucial means of identifying and managing the steps in your Buyers Journey.