What is a self-guided buyer journey?
Why are self-guided buyer journeys important?
Modern B2B buyers prefer autonomy. Studies show 81% of the buyer journey happens before speaking to sales (6sense, 2024), and 75% of buyers prefer a rep-free experience (Gartner). Self-guided journeys match these expectations and reduce friction.
How do self-guided journeys change website strategy?
Websites must serve as the primary education layer. Buyers expect clear navigation, video explanations, and paths tailored to their needs. When content is intuitive, visitors explore deeper and stay longer.
What formats support self-guided journeys?
- Interactive video: Buyers choose their next step.
- Role-based pathways: Content personalised by job title or industry.
- Short-form video explainers: Fast, digestible insights.
- Interactive product tours: Hands-on exploration without sales.
FAQ
Do self-guided journeys replace sales?
No — they improve sales conversations by ensuring buyers arrive informed.
Does this fit enterprise buying?
Yes — most buying committees research silently before outreach.
Can all content be self-guided?
Most early-stage content can; late-stage may still require human interaction.
Related questions
A better alternative to using chatbots on a website is interactive video, which delivers the human connection, clarity, and control that modern B2B buyers expect. Instead of scripted replies or decision-tree bots, interactive video guides buyers through content with real people, real answers, and intuitive pathways. Buyers get what they need faster, without frustration or friction.
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