The buyer journey refers to the process that a potential customer goes through from the initial awareness of a product or service to the final purchase. It encompasses all the touchpoints and interactions a buyer has with a brand, including research, consideration, and decision-making. This journey is not linear and can vary depending on the individual’s needs, preferences, and experiences. It is a crucial aspect of marketing and sales, as understanding and optimizing the buyer journey can lead to increased customer satisfaction and loyalty.