Understanding the B2B Buying Journey and How to Leverage for Success
Understanding the B2B buying journey is fundamental to building a marketing strategy that delivers real results. To reach your target audience effectively, you need to understand not just who they are, but where they are in their decision-making process, what information they need at each stage, and how they prefer to engage. Then, you need content and a strategy to hit them at each of these touch points.
Working in marketing, we see this every day. It’s clear that the businesses that align their marketing with modern buyer behaviour consistently outperform those relying on outdated tactics.
We work with our clients to break down the B2B buying journey of their target market. Then, we work together to deliver the right message, through the right channel, at exactly the right time. If this is something you would like to explore for your business, now is the time to contact us.
How the B2B Buying Journey Has Changed and Why Older Practices No Longer Work
The B2B buying journey has undergone significant change in recent years, and many of the tactics that once worked are no longer effective. There are several reasons for this:
1. Change in buyer expectations
This is one of the biggest changes. How many emails do you ignore? How often do you work with someone who cold calls you? Are you reading the abundance of sales material that still comes in the post? Traditional approaches such as cold outreach, generic email campaigns and product-led messaging are increasingly falling flat. Buyers are more informed, more selective and far less tolerant of irrelevant communications. They are under pressure to make better decisions faster, which means they are actively filtering out anything that does not add immediate value.
At Bubble, we focus on ensure all marketing materials are well received by your target market. We create content that engages, toning down the sales messaging and doubling up on the personality.
2. The role of technology and AI
It’s no secret that AI and technology is having an impact on buyer behaviour. Technology has transformed how B2B buyers research and evaluate solutions. AI-powered search and content personalisation means buyers can self-educate long before engaging with a sales team. In many cases, the majority of the buying journey now happens independently. Which means there’s a lack of outreach from the buyer to the supplier until they are ready to purchase.
For business operating in B2B, this creates a challenge. Whereas previously, sales teams were the first touch point, you now need to make sure you are visible where your prospects are searching for their information. At Bubble, we work this into your marketing strategy to make sure you are showing up where your customers are looking, with useful content and captivating visuals.
3. Cultural shifts and human interaction
Alongside technological change, there has been a significant cultural shift in terms of human interaction. Not only has remote and hybrid working changed how businesses interact (mostly with meeting being moved to online), but recent years have increased expectations around relationships and authenticity. Buyers want to be seen as people and work with brands that understand their challenges and communicate clearly and honestly.
4. Buying journeys are fragmented and multi-touchpoint
The modern B2B buying journey is no longer linear. Buyers move between channels, revisit information and involve multiple stakeholders, often over extended periods of time. With so many potential touchpoints, success depends on engaging buyers at the right moments with content that is genuinely useful.
This makes understanding timing and intent more important than ever.
The B2B Buying Journey vs the B2C Buying Journey
Historically, B2B and B2C buying journeys were treated as fundamentally different. B2C was seen as fast and emotionally driven, while B2B was logical, slow and process-heavy. While some differences remain, the gap between the two is narrowing.
Key differences that still exist
B2B buying journeys still typically involve longer decision-making cycles. This is because of the higher investment levels and multiple decision-makers. Buyers require more information and reassurance before committing. So, this means more brand assets and trust signals need to be incorporated into your marketing strategy.
Where the journeys are converging
In recent years, B2B buyers have come to expect the same level of customer service they receive as consumers. They want intuitive digital journeys, clear content, fast access to information and personalised communication. Your marketing strategy needs to take all of this into consideration. Using content that is “one-size-fits-all” isn’t enough anymore.
If your value is not clear, buyers will simply move on.
The B2B Buying Journey and Your Business
Understanding how B2B buyers behave is only valuable if it informs action. The real opportunity lies in using this insight to build a marketing strategy that supports buyers at every stage of their journey. When you choose to work with Bubble on your marketing strategy, we help you with the following:
1. Build a marketing strategy around the buyer, not the funnel
We start by mapping your buyers’ needs, questions and challenges throughout the journey. Then we create content and experiences that help them progress, rather than pushing them towards a sale too early.
2. Integrate all key touchpoints
An effective B2B marketing strategy brings together SEO, content, paid media, social, email and marketing automation. Each channel plays a role, and consistency across them builds trust and credibility over time. We bring in the right channels at the right time to reach the right audience.
3. Balance technology with insight
We use data to enable better decision-making and bring more relevant engagement.
At Bubble, building a marketing strategy that suits the buying journey of your target market is where we add value. Contact us to discuss how we can work together.
Key Takeaways When Considering in the B2B Buying Journey
Crucially, people still buy from people. Even in B2B, buyers value personal connection, trust and a sense of shared understanding. Brands that feel human and approachable stand out in crowded markets.
If you are looking to attract, engage and convert modern B2B buyers, now is the time to rethink your approach. Get in touch to explore how a journey-led B2B marketing strategy can work for your business.