Marketing Calendar 2026
Buyer Journey
The buyer journey is the path someone takes before they become a customer. People research, ask questions, compare products, check reviews and sometimes go quiet for months before reappearing again. It’s a bit like planning a big trip: there’s the excitement of discovery, the overwhelm of options, and eventually, a decision when everything feels right.
Traditionally, the Buyer Journey is broken down into three main phases: awareness, consideration, and decision.
At the awareness stage, a person realises they have a problem or need. Let’s say a small software company struggles to manage leads coming in through different channels. They’re not looking for a CRM yet, but they are trying to understand what’s going wrong. You show up with a helpful blog post: “Why Marketing Leads Go Cold (and What You Can Do About It).” Now they’ve heard of you.
Next comes the consideration stage. The problem is clear, and they’re actively looking for solutions. So they start comparing CRMs, reading case studies, maybe even signing up for a few demos. They’re weighing up their choices: your product is in the mix, but you’re not the only one.
Finally, there’s the decision stage, when they’ve narrowed it down and need to make the call. This is where pricing pages, client testimonials or a reassuring chat with sales starts to make a real difference.