B2B Lead Generation Starts With Mapping the Buyer’s Journey

B2B Lead Generation

When we begin a conversation with a new client, we outline how their own prospects often find them and transform them into qualified leads and customers.

Our understanding of the B2B buyer’s path, from market realization to vendor selection, becomes crucial in designing a successful online marketing program.

The reason this subject is significant is that it helps form a framework for keyword research used in all online marketing initiatives, particularly SEO, PPC, and content marketing.

But how does the B2B online marketer go about finding their buyer’s journey?

The place to start is in knowing the different phases of the B2B buyer experience itself. While many B2B marketers have already engaged in this inquiry for their particular firms, there are just as many who are only in the beginning phases.

In this post, we’ll explore this process and present actionable ideas that can help you develop an effective content marketing strategy.

What does the B2B buyer journey mean?

The B2B buyer journey is indeed the full process a purchaser will go through, spanning from the early moments of your brand through the appraisal of your goods and services, to ultimately selecting to make a purchase.

It’s most usually regarded as an initial milestone for current and prospective customers to start their continuing sales process with you, but there is also great potential for fostering organic growth.

There are many elements to an overall customer journey, including things like delivery and customer service, but to make sure there is adequate focus on growth the B2B buyer journey strives out those hooks for potentially interested parties and gets them on board to complete their purchasing journey.

How mapping your content is vital

By examining the buyer’s path for your customers, then mapping your content to it, you’ll immediately realize what content you should be delivering, and when. It’ll help you establish a data-driven marketing plan for content.

You’ll be able to generate appealing pieces of content for each stage of your buyer’s journey, guiding your buyer from awareness, through contemplation and choice, to becoming a satisfied client. Incrementors provide you with high-level SEO services at a reasonable rate.

You will also be able to get in front of the correct buyers at the right moment, increasing their experience with your organization, generating leads, and growing your sales!

What is the buyer’s journey?

Knowing what types of content you should employ is challenging. However, once you grasp how to utilize the concept of a buyer’s journey in your content strategy, you’ll substantially boost your success as a digital marketer.

The buyer’s journey is a framework that illustrates the processes someone goes through in discovering a problem he or she has, researching that problem, and then acquiring a product to remedy that problem.


In the initial instant, the potential buyer is confronted with certain difficulties. They’re conscious of their fury but don’t exactly grasp what’s producing it or whether it’s unique. This is typically when someone looks online for the indicators of their issue, looking for whatever information they can uncover.

Individuals in the initial stage are not ready to be sold to, but they will be quite responsive to any source which helps them define and define their problem. They are currently defining the nomenclature around the problem that will assist them to look for a solution.

This is a fantastic chance to get people more aware of their brand. If you can supply content that helps individuals understand an issue you are encountering, and if you can optimize that stuff around the search terms they’re utilizing, you will rank highly, plus visitors will take note of you.


During the decision stage, the potential buyer has several products or services they’re studying in-depth. They know more or less what they want in a solution, and they’re hunting for the one that best fulfills their criteria. At the end of this process, the customer will likely make a purchase.

Your goal in this stage is to persuade prospects to acquire your solution rather than a competitor’s. Content for the decision stage should flaunt the merits of your solution and present strong evidence of how it helped others who encountered comparable issues succeed.

Establishing goals for your content

The purpose of matching content to your purchasing journey is to be more effective in driving visitors through your funnel by giving them the information they need to move to the next level towards a purchase.

So, after identifying where in the purchasing journey each piece of information belongs, you need to analyze whether those resources are really achieving their task.

Is your knowledge stage material helping particular markets their problems?

Do your evaluation assets demonstrate the merits of your solution?

Before you can find the answers, you have to settle on certain measurable targets. Goals allow you to analyze the success of each piece of information and then optimize them accordingly.

Filling your funnel

You will be able to develop a content ecosystem that will provide the best place through which you can get successful conversions. I insist you shall travel through your buyer’s journey so that you have an excellent journey and it can be fruitful at a later stage.

In this approach, you’ll be able to guide prospects along the full journey, from beginning to conclusion. The more robust this ecosystem gets, the better your conversion rate will become. In turn, this will give you deeper insights into your buyer’s journey and enable you to generate even better content. You get the desirable results after joining Incrementors.

Author BIO –  Shiv Gupta is the Founder and Head of Growth at Incrementors. Incrementors is an Award-Winning Digital Marketing Agency that helps clients to grow their business online by generating more traffic, leads, and sales. Incrementors specializes in providing customized, tailored online marketing solutions highly specific to the needs of the clients.