Understanding Buyer Journey Dynamics

There are 4 ways to approach a buyer. Use the wrong approach, and you lose the opp. Most reps only have 1 approach and limit their ability to create pipeline. Here are the 4 approaches and how to use them: First, start off with understanding the buyers journey has 4 parts. 1. Unaware → the buyer is oblivious to or does not have a problem you solve. 2. Aware → the buyer knows they have a problem but isn't ready to solve it. 3. Consideration → the buyer is considering solving a problem you solve. 4. Decision → the buyer is evaluating which solution will solve their problem. Almost all reps approach every conversation like the buyer is in the "Decision" part of the buyers journey. This is important... -3% of buyers are in decision -7% are in consideration -10-15% are in aware -75-80% are in unaware So, most reps have tailored their approach to the area of the buyers journey where the least amount of leads/buyers are. Meaning your conversation is optimized to only convert people closest to buying. Yet, for 97% of leads, this is the wrong approach. When prospecting, you should build your messaging to align to your assumption of where you target is. Example - I believe one of my top accounts is in "Consideration" bc I'm getting signals they are on our website and they've been looking at competitors. Therefore, your messaging should be around why your solution should be considered (most reps just go into why their solution should be bought, which is not where the buyer is yet in their mental process/buyers journey). That might look like this → A// {{Buyer}} - If you are trying to figure out how to solve {{X Problem}}, you aren't alone. My guess is you might not quite be ready for a conversation, but here is a resource I've highlighted a few things on that may be helpful in deciding if you want to evaluate products like ours. Instead of this → B// {{Buyer}} - Looks like you might have {{Problem X}}. If I'm off, just tell me. If you do have that problem, would you be open to 15 minutes to discuss. A// is different from B// in that it is trying to help the buyer with their "consideration" of entering into an evaluation (meet them where they are at) versus trying to get time with them which reads to the buyer as trying to help them with a "decision." If they don't respond to the messaging (assuming you did a good job with it and followup), then they may not be in "consideration," so you move your messaging back to "aware." That might looks like this → C// {{Buyer}} - many people I speak with are trying to decide if {{Problem X}} is actually a problem or not. Here's a quick video I've found that can help you diagnose your situation. Holler if you wanna chat after watching. Understanding the buyers journey, where people are, and meeting them there is the BEST way to create pipeline for creating pipeline (so meta!). Help the buyer where they are at by guiding them to the next stage in the buyers journey.

“No buyer wants to be your case study. They want to be understood.” I was shadowing a deal in Johannesburg involving a large hotel chain evaluating multiple tech platforms. The rep had a killer discovery script — structured, thorough, beautifully framed. He stuck to it like gospel. 90 minutes later, the buyer said: “This is impressive… but I’m not sure we’re ready to go this deep yet.” No second call. Here’s the reality most reps don’t learn early enough: – Perfect discovery only works in sales training role-plays. – Real deals are messy, nonlinear, and emotionally charged. ✅ What went wrong in that call: – Too many hypothetical questions too early – Framework over flexibility – Zero emotional resonance with the buyer’s urgency And yet, discovery still matters. Just not the way we were taught. ✅ What we changed: – Started with “why now” instead of “tell me about your workflow” – Used problem statements instead of probing questions to open a conversation – Surfaced early stakes: what happens if this doesn’t get solved? – Focused on building momentum, not exhausting the pain inventory 🎯 Behavioral dynamics that matter here: – Cognitive Overload: Too many layered questions = fatigue – Impression Management: Buyers don’t want to admit what they don’t know – Status Threat: Some buyers shut down when they feel interrogated or exposed Your job isn’t to extract a clean narrative. It’s to help the buyer construct one they can sell internally. That requires conversation, not interrogation. 📌 If your discovery process feels like a legal deposition, it’s probably killing your close rate. 📥 Follow me for more insights. Repost if this resonated.

I finally purchased a B2B SaaS solution that I first demo’d more than a year ago. The sales rep was shocked. I wasn't. Here's a confession: I've been that prospect who ghosted your sales team—not because I wasn't interested, but because the timing wasn't right. Life is long in B2B marketing, but most companies play the short game. 📌 My own buyer journey typically looks like: • Discover a solution (usually via LinkedIn, recommendation from a friend, or a podcast) • Follow the company, research their offering • Connect with sales, get a demo • And then... nothing happens Why? Budget constraints. Competing or shifting priorities. Company readiness. You know the drill. But here's where the magic happens: The companies I eventually BUY from are the ones that never gave up on me. 💡 The winners consistently: • Stayed in touch without being pushy • Shared relevant product updates • Engaged with content I post on LinkedIn (yes, I notice!) • Added value through newsletters, reports, events • Remained visible in my digital ecosystem (including hitting me with an occasional ad or sponsored content) The hard truth? Less than 5% of your target accounts are ready to buy RIGHT NOW. But a much larger percentage will buy EVENTUALLY. Your competitors are playing the long game with your future customers. Are you? What's the longest sales cycle you've been the buyer in or experienced as a seller that eventually closed?

What if everything you thought you knew about early-stage buyer engagement was wrong? Kerry Cunningham's Friday CMO Coffeetalk discussion on the B2B buyer journey threw a wrench into the traditional playbook. The core insight? Buyers know 3.5 of the 4.5 vendors they’ll evaluate on day one—before they even fill out a form or respond to a single email. And most won’t engage with sellers until they’re 70% through the journey. So why are we still hammering buyers for meetings they aren’t ready for? Why are we spending on outbound sequences that fail, only to end with those infamous “breakup emails”? The reality is stark: 75% of MQLs (or the equivalent of an MQL) are generated when buyers aren’t ready to talk. It reminds me of Kerry’s pigeon analogy. In experiments, pigeons given randomly timed food pellets develop elaborate “superstitious” behaviors—spinning, pecking, or hopping—believing their actions caused the food to drop. Sound familiar? That’s us, running the same outdated "MQL" and outbound playbooks, convinced they’re working when any success is often just chance. But here’s the opportunity: BDRs and marketing can play a critical role early on—but only if they shift their focus. Instead of chasing meetings, they should deliver real value that builds preference and trust. Because when buyers finally engage, it’s due to value delivered and branding, campaigns, content investments made months earlier—not last week’s email blast. For CMOs, this may mean rethinking metrics. Are we optimizing for vanity "MQLs" (or equivalent) that make stats look good but hurt long-term pipeline? Or are we investing in the conversations and strategies that deliver value to the customers and will bear fruit three quarters from now? This talk challenged me to reconsider how we approach buyer engagement at every stage - and even what job title we give to BDRs/SDRs. What about you? Are your teams building relationships and delivering value or just waiting for the proverbial pellet to drop? Let’s discuss how we can break free from the "MQL"-like industrial complex and better serve today’s empowered, defensive buyers.

I analyzed 69 conversations I've had with CISOs and security leaders to understand: 💓 What do cybersecurity buyers LOVE that vendors do? Here are the patterns I distilled: 1. Understanding Buyer Needs - Top vendors deeply understand buyer goals and challenges. - Tailored solutions that map to unique pain points stand out. - Doing the research shows respect and effort. - Vendors who focus on helping the business succeed are appreciated. 2. Educational and Value-Added Approaches to Demand Gen - Education and real value beat hard selling. - Content that helps buyers tactically excel earns attention. - Useful swag (e.g., books, tools) beats generic giveaways. - Extra services like risk assessments and tabletop exercises build credibility. 3. Non-Aggressive Sales Tactics - Buyers favor vendors who take a consultative, respectful approach. - Letting the product’s value speak for itself builds credibility. - Genuine conversations and a focus on feedback win trust. - Avoiding pushy pitches during initial contact fosters rapport. 4. Relationship Building and Personal Interaction - Buyers value vendors who build genuine, non-transactional relationships. - Small gestures, like shared meals, enhance connection and service. - Direct conversations and in-person interactions shape perceptions. - Ongoing, friendly, personalized engagement makes a difference. 5. Transparency and Honesty - Buyers trust vendors who are upfront about capabilities and fit. - Saying “we’re not the right fit” and referring others builds long-term credibility. - Clear pricing discussions up front are respected. - Admitting product limitations, even when features are missing during a demo or POV, is seen positively. 6. Integration and Compatibility - Seamless integration and platform compatibility matter deeply. - Smooth DevOps integration is highly valued. - Support for legacy systems reduces friction. - Regular updates and full-featured products earn respect. 7. Support and Responsiveness - Responsive support is critical, especially during complex or high-stakes moments. - Fast replies and ad-hoc configuration support go a long way. - Ongoing service post-sale strengthens the relationship. - Proactive check-ins and issue resolution build lasting trust. All of this isn’t profound. It’s not a secret. It’s what buyers have BEEN saying. You know this stuff. So ACT like you heard them. Note: Join 1700+ cybersecurity marketers and sellers getting deep customer insights and mastering buyer research on Audience 1st Podcast, linked in the comments ⬇️. #cybersecurity #marketing #asles #growth #gtm #buyerresearch #audience1st

Missing buying signals is costing you revenue. Every day, buyers send signals they’re ready—or getting ready—to make a purchase. If you don’t know how to recognize or act on these, you’re losing deals to competitors who do. Understanding buying signals helps you engage buyers at the right time, with the right message, so you can close more deals. 👉 Understanding the 3 levels of #BuyingSignals: - Level 1: Future Need - At this level, the buyer has a problem but isn’t aware of it yet. These signals show that the buyer may need your solution in the future, even if they’re not ready right now. 📣 The buyer is facing challenges, asking questions, or raising concerns, but they’re not searching for solutions yet. How to Use It: Educate the buyer. Share insights that bring their problem into focus. Let them know their issue could worsen or better options exist but don’t push for an immediate sale. When to Act: Build a relationship and position yourself as a trusted resource. Stay top of mind for when they’re ready. - Level 2: Problem Acknowledgment -   Here, the buyer knows they have a problem but isn’t sure how serious it is or if it’s worth solving. They may also be unsure of the best solution. 📣The buyer is asking more detailed questions, engaging with content, or showing some interest, but they’re not ready to commit. How to Use It: Help them understand the significance of the problem. Share case studies and expert advice to show the impact of solving it. When to Act: Engage thoughtfully. Dig deeper into their pain points and show them the value of addressing the issue soon. - Level 3: Active Exploration - Now, the buyer is researching solutions and comparing options. They’re showing clear interest and could be ready to make a decision. 📣 The buyer is downloading multiple pieces of content, repeatedly visiting key product pages, or directly asking for demos or pricing info. How to Use It: Act now! Be responsive, personalize your approach, and provide details to guide them toward choosing your solution. When to Act: Immediately. Buyers at this stage are ready to make a decision, and you need to be proactive. 👉 Recognizing these three levels of buying signals allows you to adjust your approach to where the buyer is in their journey. This ensures you’re not pushing too hard too soon—or missing the chance to close a deal when they’re ready. Knowing how and when to engage is the key to earning their business. P.S. Who am I SASSING in this pic?!! Drop your best guess in the comments. -- Enjoyed this post? Click here to follow me on LinkedIn 👉lnkd.in/emVkCrf3 to hit follow & ring my 🔔 to stay updated about my best content! #SignalBasedSelling #IntentData #SalesTriggers #ValueBasedSegmentation

Shocking stat: 80% of B2B buyers now prefer remote interactions over traditional sales meetings. After analyzing 1,000+ sales interactions across 12 industries in 2024. I've uncovered the blueprint for adapting to modern buyer behaviors. Here's what actually works now. Key Changes in Buyer Behavior: 1. Research Phase - 70% of buying decisions are made before contact - Buyers consume 13+ pieces of content pre-purchase - Self-service information gathering dominates 2. Digital-First Engagement - Virtual meetings preferred 3:1 over in-person - Asynchronous communication on the rise - Multi-channel touchpoints expected Adapting Your Strategy: 1. Content Alignment - Create decision-stage specific content - Develop self-service resources - Provide interactive tools 2. Sales Process Evolution - Shorter, focused sales cycles - Video-first communication - Hybrid engagement models 3. Technology Integration - AI-powered lead-scoring - Digital sales rooms - Real-time analytics Implementation Results: Our clients who adapted these strategies saw: - 40% shorter sales cycles - 55% higher close rates - 3x increase in buyer engagement The winners in 2025 won't be those with the best product, but those who best align with how buyers want to buy. What changes are you seeing in your buyers' behavior? #SalesStrategy #B2BSales #BuyerBehavior #SalesTransformation

B2B buyers hate talking to salespeople. Gartner shows this trend getting worse every year. The solution? Companies need to invest in creating a new Buyer Enablement Playbook (here's what it could look like): BACKGROUND: Buyers engage with sales ONLY after 80% of buying process is over. By the time they talk to a rep, it is too late to influence them. Instead, buyers are speaking with 2-3 vendors up front, and leaving the 20+ other vendors out of the process entirely. The only way for companies to stay in the game is to influence the buying process, which is not *traditionally* the job of sales. Here are 5 ways this change in buyer behavior needs to cause a reset in GTM teams and Buyer Led Sales tool stacks: 1. Are GTM Teams Missing a Buyer Enablement Playbook? At any given point, only a handful of buyers in your TAM are looking for new vendors. Through intent data and website visitor ID tools, we can identify who’s in market. However, instead of handing these over to sales - companies could set up a buyer analyst team that assists buyers identify the vendor with best fit (even if it meant directing them to competitors). The top 1% sales reps already do this.   2. Where are the Buyer Enablement Teams ? : We already have plenty of teams that help sales sell better (AEs, Sales Ops, Sales Enablement). Where are the teams that intercept the buying process to enable the buyers to "buy" better - Buyer Ops, Buyer Enablement? Here is a quick search for US titles : - Sales Enablement : 10,000 - Buyer Enablement : 50 - Sales Ops : 53,000 - Buyer Ops : 800 We are missing buyer enablement teams. 3. Which team should Buyer Enablement report into? Buyer enablement teams could report into Product Marketing or marketing but ideally not Sales. BE teams can consist of in-house analysts available as a resource to enterprise buyers on demand. They can offer content or advisory with topics such as “industry & vendor landscape”. Think of a buyer analyst as a customer success rep but for top of the funnel and with great understanding of the industry landscape. 4. Exec presence : VP of Buyer Enablement: We need a VP of Buyer Enablement reporting to the C-suite to give the buyers a voice in the exec team, to ensure that some GTM resources go into enabling buyers to buy better and not just to enable sales to sell better. 5. We need more Buyer Ops Tool Stack: As buyers continue to change the way they buy, valuations of peer review sites such as G2 or Trustradius have steadily risen. Gartner has acquired several assets in this space (Peer Insights, Capterra). We need a lot more buyer enablement tool stacks to identify and assist buyers with their research. Several new billion $ companies will emerge in this space to assist the buying process beyond just reviews. What do you think? Will we see more Buyer Enablement teams in 2024? It's time for the sales process catch up with the buying process.

"Intent" is great in theory. “Know exactly which of your target accounts are in market right now" is the grand promise. But in practice, we never have pure, uncut buyer intent. Instead we have various types of “intent signals.” These can be useful, but hard to understand when they all get grouped into a single buzzword. The distinctions between each are important when deciding where to focus. Here's my *rough draft* framework for understanding the 6 types of intent signals (through the buyer's eyes): 1.) Declarative Intent (Zero Party) 🗣️ -- The buyer *explicitly* states a need, budget, or timeline in their own words. -- Example: Buyer says "I'm launching a pilot by EOQ." -- Found with Gong, Fathom, Live Chat, Forms. 2.) Direct Brand Engagement (1st Party) 🔍 -- The buyer consumes relevant information on properties you own. -- Example: Pricing page visits, free trial started. -- Found with Common Room, RB2B, Vector 👻, Koala, Warmly, etc. 3.) Off-Property Brand Engagement (2nd Party) 🌐 -- The buyer interacts with content about your product on someone else's property. -- Example: LinkedIn Ad likes, G2 profile views. -- Found with Fibbler, Sales Nav, G2. 4.) Category Engagement (2nd Party) 🥊 -- The buyer researches rivals or seeks information on your category. -- Example: Engaged with competitor on social, G2 category views. -- Found with PhantomBuster, Trigify.io, G2. 5.) Category Research Activity (3rd Party) 📚 -- Someone at the account consumes content related to your product or problem. -- Example: Reading many "AI for video" articles. -- Found with Bombora, TechTarget, Foundry. 6.) Company Investment Activity (3rd Party)💰 -- The company indicates (or implies) an investment in your space. -- Example: Announces AI team, opens US warehouse.  -- Found with Keyplay, Clay, UserGems 💎. What's your take? Do you see intent differently? Is there a category I've missed or one you'd frame differently? I get asked about intent all the time. I'd love to get more clear on the details. Any comments or feedback I'll roll into PeerSignal.org's research on this topic.

Your 2025 GTM Motion is only as good as your Sales Funnel. Most teams approach their GTM Funnel like it’s 2022. And it’s costing them. Here’s the problem: Teams focus on MQLs, SQLs, and deal stages. Buyers care about making the best decision for THEIR business. We need a funnel that works the way they buy. The Solution!? ❌ Replace lead volumes and MQLs/SQLs ✅ Track ICP journey + intent signals to track intent and engagement. Here’s how the stages look for B2B buyers in 2025: 1️⃣ ICP Accounts (Companies + Prospects) Find out the number of accounts in your ICP. This isn’t about who’s easy to reach, it’s about who can buy from you this quarter. What to track: TAM size Criteria: industry, company size, funding stage, tech stack. Tools to use: LinkedIn Sales Navigator, Apollo.io, Clay 2️⃣ Identified Buyers It’s not enough to know the account names. You need to know the people in charge of the buying decision. What to track: Titles, job roles, and key stakeholders at ICP accounts Tools to use: Clay, LeadMagic, RB2B 3️⃣ Engagement (Awareness) Who is paying attention to you? This is where you track brand awareness signals. What to track: CTR, website visits, LinkedIn engagement. Tools to use: lemlist, Hubspot, Teamfluence™, Unify 4️⃣ High Intent (Interest) Prospects are actively self-educating. They’re researching you and engaging with high-intent touchpoints. What to track: free trial sign-ups, webinar registrations, pricing page views, downloads Tools to use: RB2B, Calendly, Maximise, HubSpot, Getkoala 5️⃣ Active Pipeline (Consideration) Prospects are officially in the buying process, and now evaluating your solutions. What to track: demo calls completed, Free consulting scheduled, product engagement Tools to use: Calendly, Hubspot 6️⃣ Buying Process (Decision-Making) The deal is on the table. This is where you’re actively negotiating, finalizing contracts, and moving them into “closed won.” What to track: Proposals sent, redlines on contracts, final approvals. Tools to use: DocSend, PandaDoc, Accord. 7️⃣ Customers Once they buy, the funnel doesn’t end. Retention, expansion, and advocacy are critical for post-sale growth. What to track: renewal rates, upsell opportunities, advocacy signals. The Bottom Line: The modern B2B funnel isn’t just about driving leads, it’s about having visibility at every stage of the buyer’s journey. If you know: - How many accounts fit your ICP - Who the buyers are - Who’s aware, engaged, and interested - And how many are in active buying cycles... ...you can optimize any GTM motion. If your ICP funnel doesn’t look like this, now’s the time to rebuild. Your 2025 GTM goals depend on it. Let me know: Which stage of the funnel do you think is most overlooked? 👇