May 5 • Tomas Chatila

What is B2B Buyer Journey?

This article delves into the intricacies of the B2B buyer journey, highlighting its non-linear nature and the importance of aligning marketing and sales strategies to meet buyers at each stage. Learn how to map the journey, identify key stakeholders, and implement effective tactics to guide prospects from awareness to decision.

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What is a B2B Buyer?

A B2B (Business-to-Business) buyer is an individual or group within an organization responsible for purchasing products or services on behalf of the company.

Unlike B2C buyers, B2B buyers often engage in longer, more complex decision-making processes involving multiple stakeholders and higher-value transactions.

The reality today is that B2B buyers don’t "go through a funnel" as easily as B2C.

B2B buyers use data from google, they actively research, ghost, resurface, dissapear again, and finally return to talk to a sales rep when they're 80% through the decision process. 

Taking the time to understand the real B2B buyer journey isn't optional anymore, it’s the difference between being seen as a strategic partner vs. being just another vendor out there.

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How has the B2B buyer evolved?

To understand how the b2b buyer has evolved, I will demonstrate this through a classic vs modern buyer journey lens. 
The “Classic” Buyer Journey worked when buyers relied on you to educate them. Today, they show up with PDFs, competitor pricing, lots of research, and ChatGPT-generated questions.

The modern b2b journey demonstrates that the buyer is having multiple internal conversations before they ever agree to a call with you or before they agree moving forwards with you.

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Whose involved in the B2B Journey?

Instead of just 1 buyer aka decision maker, your facing a buying committee of 6–10 stakeholders, all with different roles:

PERSONA SITUATION
Initiator Feels the problem/issue
Researcher Builds the case
Gatekeeper Controls the access
Decision Maker Holds the final say 
User Cares about practical use
Influencer Drives Internal Momentum

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Why are sales reps struggling today?

The largest % of the problem lies in the assumption that the b2b buyer needs more education. But that's not the case. The modern buyer needs alignment more than answers.

They already have access to google, your website, and what's missing is clear steps and answers to their pressing questions rather than more education. 

Essentially, when you are interacting with a B2B buyer today, you want to help them as much as possible so they could build a consensus internally. They could become your internal champion who'd build the compelling buying case for you.  

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Common Mistakes with the B2B Buyer Journey

Sales reps often make predictable and costly mistakes when dealing with B2B buyers especially today where buyers are more informed and less patient.

Here are common mistakes to avoid:

  1. Leading with Features, Not Real Business Value
  2. Failing to Research the Buyer’s Company
  3. Talking Too Much, Listening Too Little
  4. Selling to the Wrong Person
  5. Overloading with Generic Decks and Demos
  6. Not Establishing Clear Next Steps
  7. Over-Following Up Without Value
  8. Ignoring the Buying Committee

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Ready to Sell the Rapid Way?

Inside the Desatmos platform, you’ll learn the exact B2B sales systems, scripts, and daily disciplines used to achieve your rapid curve in 2025.

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