Back to Learning Center
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
IMPACT+ Membership
IMPACT+ Membership

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Inbound Marketing

What Is the Buyer's Journey?

By Tom DiScipio

What Is the Buyer's Journey? Blog Feature

I am a firm believer that a website is your best salesperson - tirelessly working all hours of the day and night, delivering that critical first impression and continuously driving value for your potential buyers.

In doing this, your website carries a megaton of responsibility.

Its single greatest objective, however, is to deliver prospects the information they need, when they need it, and provide clarity around next steps. That's why understanding the buyer's journey is so important. 

There are several buyer journey models, but for the purposes of this two-part article, we’re going to explore the model HubSpot (and IMPACT) defines as the inbound buyer’s journey.  

Rather than a cut-and-dry explanation, in part one of the article below, we’ll try to bring it to life through story and examples.

What is the Inbound Buyer’s Journey?


The inbound buyer’s journey is the active research process a potential buyer goes through leading up to their purchase. As we dive in, let’s first personify an example of a potential buyer (or prospect) and craft a story around their journey.

Also, let’s understand and review the stages of this journey and what each represents.

Keep in mind that the actual thought and research process may be different for your buyers which is why it is imperative to go through the Buyer Persona development process.

Walking Through the Buyer’s Journey

Our Prospect:

Gary is a 34-year-old Data Analyst who is tired of continuously addressing the same database errors over and over again.

Unfortunately, he isn’t equipped with the right tools to manage his data quality. He’s stuck using expensive, cumbersome on-premise software. In order to complete any reasonable fixes, he must consult with the internal IT team and HOPE that they respond before any critical business decisions need to be made based on his data.

Gary is constantly being pressured by his manager around the quality of his data as a result of these issues. He knows that there’s a better way and tomorrow he has set aside a few hours to begin his research for a new option.

This is the start of his journey.

Stage 1: Awareness (Top-of-the-funnel)

The first stage of the buyer’s journey is truly about discovery. Gary is aware of his data problem and heads right to Google looking for some resolution. He’s anxious to find high-level, educational content that will help him to more clearly identify both his actual problem as well as some initial requirements to address it.

Below are some “Awareness” search terms he would use:

  • Improve data quality testing
  • Prevent recurring data quality issues
  • Optimize database integrations
  • Troubleshoot problem data sets

The “Awareness” stage content will typically appear in the following formats (among others):

  • Educational Blog Articles
  • eBooks, Whitepapers, Checklists, or Guides
  • Infographics
  • Industry Reports
  • Slideshares
  • Explainer Videos

After absorbing several pieces of content, Gary will begin framing his challenges as well as his opportunities to solve them. With this understanding, his next step will be to begin “considering” the different solutions available.

Stage 2: Consideration (Middle-of-the-funnel)

Entering the “Consideration” Stage of the inbound buyer’s journey means Gary can clearly articulate his exact problem.

For the purposes of our story, Gary has identified that the reason he is consistently plagued with data errors is because he does not have any automation built into his data quality process. He must continuously rediscover the same issues every time he runs a manual query or check against the database. No bueno!

Gary heads back to Google to continue his research by diving deeper into solution-oriented content. He needs to know more about and compare the available approaches he can use to solve this problem, so he’ll be using the following terms or questions in his search:

  • Best data quality automation software
  • Data quality automation services
  • How to run multiple data queries automatically
  • Automatically compare data sets
  • Setting data quality objectives

“Consideration” content will typically appear in the following formats (among others):

  • More specific and technical blog articles
  • Comparison Whitepapers or eBooks
  • Live or recorded Webinars
  • Product Feature Videos

Although Gary is still most likely not in a “buy-it-now” mindset just yet, he has educated himself enough to take the next step his buying journey where the big decision will be made.   

Stage 3: Decision (Bottom-of-the-funnel)

All of this effort will have led Gary to several solution provider’s websites.

Based on the content he’s engaged with thus far, he’s been compiling a hot-list of vendors he believes will be the best fit, not only from a solution perspective, but also from a company culture perspective.

He wants to work with a vendor that:

  • Have a proven expertise in the space
  • Is at the right price point
  • Has proven they’ve solved similar challenges in the past
  • “Gets him” - They know and understand his challenge even better than he does
  • Has a beer fridge, a dog listed as an employee in their office, and tons of group photos at local charitable events

In order to actually make a decision on a particular vendor, it means he’ll have to consume additional content that not only supports his working requirements mentioned above, but also appeases the Selectors, and Approvers, ie. his boss, and boss’ boss….

These pieces of content usually come in the following format:

  • Documented Success Stories, Case Studies, or Testimonials
  • Vendor, product, or pricing comparison documents
  • Live demonstrations or consultations
  • Free product trials
  • “About” or “Our Story” Website Pages

As we come to the end of Gary’s Buyer’s Journey, he’ll have built up enough trust and confidence in a particular vendor to make his ultimate buying decision.

Key Takeaways

  • There is a very clear and defined process for which modern buyers come to make a purchasing decision
  • The three stages of the Inbound Buyer’s Journey are Awareness, Consideration, and Decision.
    • Awareness Stage: Through online research, the buyer is trying to identify their own problems in a more acute and specific way.
    • Consideration Stage: Once the buyer has identified their problem, they begin researching specific solutions for that problem, which leads them to potential solution providers, partners, or vendors.
    • Decision Stage: After engaging with enough expert, trust building content, the buyer can filter their solution provider list down and make a confident decision in who they want to work with.

Each stage of the inbound buyer’s journey requires unique content types that range from site pages and blog articles to downloadable offers and live demonstrations. 

Your website is truly your best salesperson and as such, needs to cater to the specific buying journey of your persona.

Next week, in part 2 of this article, we'll look at specific elements of the buyer’s journey that help create a website experience that speaks to your buyer’s needs, problems, and behaviors and how to embrace them on your website. Check it out here!


Inbound Marketing
Published on February 5, 2016

Recent Articles

4 Signs Your Revenue Team Is Slowly Failing

By Will Schultz on October 23, 2021
9 min read

17 Examples of Inbound Marketing That Drive Sales

By Kimberly Marshall on October 11, 2021
13 min read

Best Virtual Selling Tips, Tactics, Strategies, and Tools (Updated in 2021)

By Paul D. Grant on September 22, 2021
8 min read

5 Key Elements of a Winning Inbound Marketing Strategy

By Kimberly Marshall on September 14, 2021
14 min read

The fundamentals of inbound marketing

By Kimberly Marshall on September 9, 2021
13 min read

Inbound marketing strategy: 7 steps to success

By John Becker on August 11, 2021
8 min read

How to learn inbound marketing in 5 easy steps

By Kimberly Marshall on August 4, 2021
6 min read

What is the inbound marketing funnel? (+ examples)

By Avery Ashley on July 26, 2021
7 min read

How can the StoryBrand framework be used for inbound marketing?

By Zach Basner on July 21, 2021
6 min read

I’m a word-of-mouth business: How can inbound marketing help me grow?

By Marcus Sheridan on July 20, 2021
5 min read

9 ways to get the most out of IMPACT+ in 10 minutes a day

By Connor DeLaney on June 4, 2021
8 min read

Outbound vs inbound marketing in 2021, which is better?

By Liz Moorehead on May 18, 2021
10 min read

Who should use inbound marketing?

By John Becker on March 9, 2021
9 min read

What is the inbound marketing methodology? (updated for 2021)

By Allison Melnik on March 3, 2021
17 min read

How much does inbound marketing cost?

By Ramona Sukhraj on February 26, 2021
11 min read

7 inbound marketing strategy mistakes that will cost you in 2021

By Kevin Phillips on December 3, 2020
8 min read

4 simple inbound marketing tips that will get you big results in 2021

By Mary Brown on December 2, 2020
6 min read

Why you need a content manager on your digital marketing team [+ video]

By Liz Moorehead on November 5, 2020
9 min read

Inbound marketing vs content marketing: What's the difference? 

By Brian Casey on October 28, 2020
9 min read

What is inbound marketing? (definition + examples)

By Liz Moorehead on October 23, 2020
8 min read

The 4 most common misconceptions about They Ask, You Answer

By Will Schultz on October 14, 2020
14 min read

Business leaders, you can't miss HubSpot Training Day! Here's why

By Kristen Harold on September 17, 2020
4 min read

The 3 best online digital marketing courses for 2020

By Dia Vavruska on July 31, 2020
8 min read

25 top inbound marketing blogs to follow in 2020

By Dan Tighe on November 23, 2019
6 min read

10 reasons why your website and content aren't ranking well

By Jolie Higazi on November 5, 2019
15 min read