The traditional marketing funnel, which envisions a linear progression from awareness to purchase, no longer captures the complexity of today’s B2B buyer journey. Modern B2B buyers navigate a dynamic and non-linear path, especially during the Consideration phase, which encompasses multiple sub-stages requiring tailored marketing strategies.

The Evolving Nature of the B2B Buyer Journey

Several key developments have reshaped the B2B buying landscape:

1. Extended Decision-Making Process – B2B buying cycles can extend up to 18 months, reflecting the intricate nature of organisational decision-making.
2. Multiple Stakeholders – On average, at least seven individuals, each with distinct perspectives and concerns, are involved in B2B purchase decisions.
3. Risk Aversion – B2B buyers are cautious, as their purchasing decisions can significantly impact their organisations’ operations and finances.
4. Preference for Self-Service – A significant majority (75%) of B2B buyers prefer to gather information independently, often delaying direct engagement with vendors until later stages of the decision-making process.
5. Omnichannel Engagement – B2B customers utilise an average of ten interaction channels throughout their buying journey, emphasising the need for a seamless omnichannel experience.

Deconstructing the Consideration Phase into Sub-Stages

Recognising the Consideration phase as a series of sub-stages allows marketers to deliver more targeted and effective content. Here’s what to do—and what to avoid—at each stage:

1. Exploratory Interest

• Characteristics: The buyer is casually exploring potential solutions without formal internal discussions.
• Marketing Approach: Provide thought leadership content that offers fresh industry insights, establishing your brand’s credibility.
• What NOT to Do: Avoid aggressive follow-ups or sales-driven content; at this stage, buyers are merely browsing.
• Best Channels & Formats: Blog articles, podcasts, industry reports, social media thought leadership posts.

2. Problem Recognition

• Characteristics: The buyer acknowledges a specific challenge and begins informal research on possible solutions.
• Marketing Approach: Offer ungated, informative content such as educational blogs and introductory whitepapers to facilitate initial learning.
• What NOT to Do: Don’t force gated content or request contact details too soon—buyers are not ready to engage directly.
• Best Channels & Formats: Webinars, infographics, ungated whitepapers, explainer videos.

3. Internal Validation

• Characteristics: The buyer seeks to justify the need for a solution internally, preparing to present the case to stakeholders.
• Marketing Approach: Develop case studies, industry benchmarks, and expert-led webinars that provide credible insights supporting the solution’s value.
• What NOT to Do: Avoid generic messaging; content should be data-driven and industry-specific to help buyers build a compelling case.
• Best Channels & Formats: E-books, ROI calculators, reports, on-demand webinars.

4. Preliminary Solution Mapping

• Characteristics: The buyer evaluates various solutions to identify the best fit for their organisational needs.
• Marketing Approach: Provide tools such as ROI calculators, competitor comparison guides, and success stories to assist in building a business case.
• What NOT to Do: Don’t overwhelm buyers with excessive options—help them narrow down solutions that align with their needs.
• Best Channels & Formats: Product comparison sheets, vendor-neutral guides, pricing frameworks.

5. Active Consideration

• Characteristics: The buyer is ready to engage directly with vendors to finalise their decision.
• Marketing Approach: Offer detailed product information, pricing, implementation timelines, and personalised consultations to address any remaining concerns.
• What NOT to Do: Avoid generic outreach; personalised, well-timed engagement is key.
• Best Channels & Formats: One-to-one demos, free trials, customer testimonials, in-depth consultations.

Leveraging AI to Enhance the B2B Buyer Journey

AI is transforming the way marketers engage with B2B buyers, enabling personalised, data-driven strategies at every stage:

• Predictive Analytics – AI can analyse buyer behaviour to predict when prospects are ready to move to the next stage, allowing for timely and relevant engagement.
• Chatbots & Virtual Assistants – AI-powered chatbots provide real-time support, answering queries and guiding buyers through the consideration process.
• Content Recommendation Engines – AI can serve personalised content recommendations based on past interactions, ensuring buyers receive the most relevant information.
• Automated Lead Scoring – AI helps prioritise high-intent leads, ensuring sales teams focus their efforts on the most promising opportunities.
• Sentiment Analysis – AI can analyse online discussions and customer feedback to gauge buyer sentiment, helping marketers fine-tune messaging and content strategy.

The Role of an Optimised Channel Mix

To maximise impact, marketers must ensure their content reaches buyers through the right channels at the right time:

• Search & SEO – Buyers conduct extensive online research; ensure content is optimised for relevant search queries.
• Social Media – LinkedIn, Twitter, and niche industry platforms provide opportunities to engage with prospects.
• Email & Marketing Automation – Drip campaigns and AI-driven personalisation help nurture leads over time.
• Account-Based Marketing (ABM) – Targeted, high-value content delivered through personalised outreach strengthens engagement with key decision-makers.
• Webinars & Live Events – Hosting or participating in industry events builds trust and positions brands as thought leaders.

Final Thoughts

By acknowledging and adapting to the nuanced sub-stages within the Consideration phase, marketers can enhance engagement, build trust, and effectively guide B2B buyers toward informed purchasing decisions. Avoiding common pitfalls, leveraging AI, and optimising the channel mix ensures that marketing efforts align with the actual buyer journey—not an outdated funnel model.