The New Buyer Journey
Revolving around today's buyer
Life is not a straight line. Business is full of curveballs and tech buying decisions are complex. People simply don’t move through the traditional buyer journey the way it was paved.
As marketers, we can’t stick with linear legacy models if we want our efforts to be noticeable, memorable, and valuable in supporting all-round business decision making. It’s time to turn best practice into better digital practices.
Discover the new buyer journey
The AIDA model (Awareness, Interest, Desire, Action) has been the Holy Grail for marketers for decades to guide our knowledge of the journey buyers take as part of their buying processes.
These rigid, linear frameworks don't reflect the shifting priorities, messy decisions, and unpredictability of businesses and their decision-making processes today. From generational shifts and tech advancements to economic pressures, our world has changed beyond all recognition
In this content hub, you can find dedicated resources to help you understand how to adapt to the new buyer journey, and what practices and tools are best to assist you in your goals and objectives.
It's a change in mindset as much as a model:
- Start with how buyers buy and revolve around that
- Remove "journeys" and "funnels" from the B2B marketing vernacular
- Embrace the unstructured way that people buy for their business
- Fuel a longer-term pipeline of potential customers
Looking for help and guidance on the buyer journey?
Explore our exclusive content below
New Buyer Journey content hub
Discover our latest blogs, podcasts and more to support your marketing ambitions
Further insights and support
From workshops to podcasts, give our dedicated content a spin
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