The B2B buying process is different from what we were taught.
We typically think of three stages in the B2B buying process—awareness, consideration, and decision.
- In the Awareness stage, buyers recognize that they have a problem but may not know its exact name. They seek educational content that helps them learn more about their challenge and how to address it.
- In the Consideration stage, buyers know what their problem is and how it impacts their business. They start to look for solutions and vendors who can help them.
- In the Decision stage, buyers narrow down their options to a shortlist of vendors. They either make a final purchase decision or remain with the status quo.
