The Buyer’s Journey Diagram for B2B Demand Generation (and More)

I’m going to show you a handy diagram to help you pinpoint content-ready places along the buyer journey.

Of course, timing isn’t everything, but it does play a large role in determining whether your content engages any given buyer as well as it should.  For true relevance, you need to create a strategic alliance between content and context.

*B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42

You’ve heard plenty about how content is the predominant form of awareness, demand generation and enablement. But an equally pressing opportunity is rising to the surface—a requirement to formalize the content strategy practice within an organization. Content has long been king. However, context is now queen, which means that the where and when (delivery) are as important as the what (message) and how (format).

Context: Aligning Content to the Buyer Journey

Let’s assume we have identified our buyer personas, meaning we have an in-depth assessment of what makes our targets tick, not just bullet-point demographics. (Developing B2B buyer personas is a whole best practice in itself, which I’ll explore in another post.)

Before we begin developing content for each persona, we need to map their buying journey based on their role, information needs and motivations. Only then can we produce content for them that will be truly engaging, relevant and persuasive.

Each color-coded bubble in the diagram above represents a step in the buying journey; the size of the bubble indicates how important that activity is for the persona being “journey-mapped” (and therefore implies how much effort you’ll want to spend on that stage). The small grey dots orbiting the larger colored bubbles identify what type of marketing program should be activated to engage the buyer at that particular step.

Click the image for a larger view and take a moment to study it—there’s a lot going on! And I’ll be happy to explain more about the Buyer’s Journey diagram to you—just leave a comment or contact me directly.

9 Responses to The Buyer’s Journey Diagram for B2B Demand Generation (and More)

  1. […] The Buyer’s Journey Diagram for B2B Demand Generation (and More) […]

  2. Mark McClure says:

    Yes, there is a lot going on in that Buyer’s journey diagram.
    I’d be interested in your views of how marketers attempt to take short cuts by packaging content to appeal to more than persona or stage…. sometimes inadvertently, but perhaps occasionally because of budget limitations.

    B2B white papers that attempt to be all things to all people are notorious in this regard.

    • Hello Mark – Thanks for the comment. You are correct, it’s difficult to have the resources to create distinctly relevant content for every persona at every stage. Often, in trying to making content that applicable to anyone – it’s useful to no-one. There’s no “holy grail” for this approach, other than to start with baby steps. Maybe you don’t have the resources to create multiple personas – but see if you can prioritize one persona (based on sales data or feedback). I’d be happy to provide you additional guidance that’s more specific if you’d like to chat further. I can be reached at Thanks!

  3. […] Take a look at this infographic of the buyer’s journey: The Buyer’s Journey Diagram for B2B Demand Generation (and More) […]

  4. I asked 2 Million IT buyers about ther “buying jouney” I did this diagram to visualize the feedback. 🙂

    The reality of the IT buying process

  5. Julie says:

    I’m amazed, I have to admit. Seldom do I come across a blog that’s both equally educative and amusing, and let me tell you, you have hit the nail on
    the head. The problem is something that not enough men and women are speaking intelligently about.

    Now i’m very happy that I found this in my search for something regarding this.

  6. In terms of generating leads, this may not be always true.
    In effect, lead generation strategy has nothing
    to do with budget or how much you are spending on advertising but its success depends more on planning and implementation.

    They provide leads and you just close the sales, offering a discount to their list.

  7. […] channels. While the concept of the B2B “Buyer’s Journey” as discussed by Christine Crandell, Babcock Jenkins, and the Content Marketing Institute  among others makes a lot of sense, a key challenge for B2B […]

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