Buyer's Journey is the path a customer travels from first realising they have a need to choosing a solution — usually described in three stages: awareness, consideration and decision.
The buyer’s journey maps how someone moves from a problem they’ve just noticed to a purchase decision. Mapping it lets you meet buyers with the right content at each stage rather than pushing a sale before they’re ready.
Different stages need different content: educational for awareness, comparative for consideration, proof and offers for decision. Aligning content to the journey is the backbone of funnel marketing and lead nurturing — and it’s why TOFU/MOFU/BOFU planning works.
Awareness (realising a problem exists), consideration (defining the problem and comparing approaches), and decision (choosing a specific solution and provider). Each stage needs a different type of content.
The buyer's journey describes the experience from the customer's point of view; the funnel describes the same path from the business's point of view. They map onto each other, awareness-consideration-decision roughly matching top-middle-bottom of funnel.
So you meet buyers with the right content at the right moment — educational early, comparative in the middle, proof and offers at the end — instead of pushing for a sale before they are ready to decide.
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