Article's Content
Article's Content
Imagine reading a blog post and feeling an irresistible urge to buy everything an enterprise company is selling.
Imagine a single tweet influencing you to purchase a piece of technology.
Imagine watching a video on LinkedIn and immediately swiping your credit card for $60,000 a month as soon as you see the proposal.
It’s an easy scenario to envision, but….
This never happens.
The enterprise buyer journey is far more fragmented than most marketers realize.
Too often, marketers think, “Oh, we press publish on a blog post, and now everyone is going to start buying from us.” This is a common misconception, especially among startups, scale-ups, and early-stage companies that don’t think holistically about all the components of the enterprise buyer journey.
Similarly, organizations that started as product-led and later shifted to an enterprise focus often mistakenly believe they can sell their solutions the same way. The reality is that the enterprise journey is much more complex, requiring a completely different strategy from the one used for product-led growth.
These are two distinct buyer journeys and experiences. Because of this, we need to approach marketing differently.
So, grab a coffee, a snack, or whatever you need, and let’s dive into the modern roadmap that an enterprise company goes through. And I’ll warn you right now—it’s not simplistic.
For visual learners, check out the video version of this:
The Stages of the Enterprise Buyer Journey
I can’t emphasize enough how crucial it is to understand the path that leads organizations from initial problem unawareness to making informed supplier selections.
This journey begins with the buyer being problem-unaware, where they may not even realize there’s an issue that needs addressing. Let’s explore how this journey unfolds step by step:
Problem Unaware
The enterprise buyer journey begins with the ICP being problem-unaware. At this stage, they are oblivious to the existence of any pressing issues. However, something triggers their transition to becoming problem-aware.
This catalyst could be stumbling upon a thought-provoking blog post discussing industry challenges, reading a case study highlighting success stories, or coming across a tweet that sheds light on emerging trends. These moments pique their curiosity and encourage further exploration.
During this initial phase of unawareness, brands hold the power to influence their audience and facilitate problem identification. For example, launching a targeted social media campaign or collaborating with influencers to spotlight new product features or benefits can draw attention to potential challenges. Similarly, utilizing media coverage through press releases or engaging in podcasts you know your ICP listens to can significantly enhance visibility.
There’s also LinkedIn. Many people underestimate LinkedIn, but it is a great platform to use to really get your message out there as a B2B marketer. Utilize trending content. For example, if something is trending on X (formerly Twitter) in your community, engage with them! This can help stir up some attention.
Trend reports are also a key piece of this. You’d be surprised at how many times I’ve heard enterprise people say they learned about a solution from a trend report. If you can develop these trend reports or influence those who create them, that’s a great win for you and your brand.
Within our circle of control, we can decide to invest in targeted content for our ICP, and show up in spaces where we know our ICP is spending time.
Think of the ripple effect: Every prospect researching competitors may encounter our alternative solutions. By sharing and creating things like detailed product sheets, benchmarking reports, case studies, and narratives that emphasize partnership rather than mere problem-solving, we guide our audience on a journey.
It’s about fostering a relationship where mutual goals are supported and celebrated. Positive experiences shared through case studies resonate deeply, driving advocacy and fostering a community where success is shared.
By orchestrating these efforts thoughtfully, we not only raise awareness of challenges but also demonstrate our capability to address them proactively. This approach aligns with a commitment to empowering decision-makers and positioning ourselves as partners in their journey toward success.
Problem Aware
Once the buyer becomes problem-aware, they start to explore potential solutions. They begin to acknowledge the need to address the problem, which opens the door for brands to present their solutions.
During this early stage, you can influence your audience by providing detailed content that speaks directly to their newly discovered problem. This can include whitepapers, eBooks, webinars, and detailed blog posts that outline the problem and introduce potential solutions.
For example, a cybersecurity firm could host a webinar on common enterprise vulnerabilities and how their solutions mitigate these risks.
A data compliance software provider could publish an eBook outlining regulatory requirements and how their product helps organizations stay compliant.
A customer service training company writes an in-depth blog post analyzing common pitfalls in customer service and suggesting improvements.
Through these efforts, you are educating a potential buyer AND positioning your brand as a knowledgeable and trustworthy resource in addressing their specific challenges (which you’ve already helped them identify).
Solution Exploration
Once the buyer becomes problem-aware, they begin exploring solutions to help them solve that problem. And for you as a brand, the situation gets more complex.
Here, the buyer controls most of the process. They might:
- Visit your website and schedule a demo.
- Compare your solution with competitors on review sites like G2 or Capterra.
- Engage with your content, such as case studies, product sheets, and reports.
During this stage, your influence as a brand is still important.
You can enhance their journey by running targeted ads, maintaining proactive communication, and delivering ongoing value through insightful resources. For example, featuring a “schedule a demo” section on your homepage streamlines their access to your offerings.
As they progress through the solution exploration stage, potential buyers may collaborate internally to define success criteria, leveraging peer insights and community feedback.
Navigating this phase requires strategic engagement and robust support from your team. Whether responding to RFPs (Request for Proposal), refining messaging, or addressing legal and financial considerations, every interaction shapes their perception and decision-making process. With these dynamics in play, your ability to consistently demonstrate expertise and alignment with their needs reinforces your position as a trusted partner.
Requirement Development
As the buyer progresses into the requirement development stage, their focus shifts towards defining a precise set of criteria for a solution to their problem. Initially, they may need to justify their decision internally, possibly through presentations outlining why addressing this issue is crucial.
This stage often involves visiting your website to schedule demos, not just with your company but also with competitors identified from review sites like G2, TrustRadius, and Capterra.
Internally, the buyer might collaborate with peers to draft a success criteria document. This document serves as a framework for evaluating potential solutions and may involve reaching out through email or participating in community forums to gather insights and recommendations.
As engagement progresses, there’s a possibility that your relationship moves forward positively, leading to the issuance of an RFP. Being included in the RFP process signifies a deeper level of consideration, prompting detailed conversations and internal dialogues to tailor your solution further.
Stakeholders may also request additional information during this phase, such as references, case studies, and adherence to security and compliance standards. They’ll visit pricing pages, and case study sections on your website, and start compiling their RFP response checklist.
Simultaneously, their legal team might analyze contract terms, while financial stakeholders assess budgetary implications and feasibility. This process could potentially even lead to a capital review board evaluating how well the proposal aligns with organizational goals and considering strategies for change management during adoption.
While these complex discussions unfold on their side, your role is far from passive. Instead, you should support your sales team with comprehensive content assets that reinforce your authority and ensure that the relationship is being nurtured. This proactive approach ensures you’re well-prepared to address feedback and pivot strategies as needed.
Throughout this stage, your responsiveness and ability to address evolving requirements will be crucial in maintaining momentum and ultimately securing the buyer’s confidence and commitment.
Supplier Selection
And after all of this, you might get selected, you might not. Let’s say you do get selected. This is something to be celebrated! Make a big deal about it, make that partnership announcement, and let everyone know that you’re collaborating (unless legal didn’t allow you to do that).
However, remember that even after selection, even after that contract has been signed, the buyer’s team will have more internal discussions about implementation, change management, and long-term adoption of your solution.
Navigating the Modern B2B Enterprise Journey
This right here is the modern B2B enterprise journey.
It’s not “I read a blog post and I’m gonna buy”.
It’s not “I follow you on X, I’m gonna buy”.
Here’s how it unfolds:
“I read a blog post, clicked an eBook, received emails for two months, visited your pricing page, shared it internally, a colleague reached out, and we arranged a live demo. I gave the thumbs up, brought in my CFO and CIO for the next call, managed behind the scenes, liked what I saw, requested more case studies, shared them, addressed questions on features, and sent your page and a Loom video. We scheduled more calls, meetings went well, discussed with procurement, negotiated adjustments, CEO approved a case study, and we aligned —now we’re set”.
The modern B2B enterprise journey is intricate and multi-faceted. It’s not a simple “read a blog post and buy” scenario.
It involves multiple touchpoints, internal evaluations, and stakeholder engagements.
While it can be considerably easier in some cases, in industries such as large enterprises, this level of complexity is typical and should be anticipated.
Understanding this journey allows you to better support your sales team, create valuable content, and ultimately win over enterprise clients. It’s about nurturing relationships, providing value, and demonstrating authority every step of the way.
So, next time you think about publishing a blog post, remember—it’s just one piece of a much larger puzzle. Embrace the complexity, focus on what you can control, and guide your prospects through every stage of their journey.
