Buyer’s journey vs. customer’s journey — what makes these paths different, and where they intersect
Hubspot Sales
JULY 18, 2025
When I first started consulting for B2B SaaS companies, I made the mistake of thinking the buyer journey and the customer journey were basically the same thing — just two sides of the same funnel. They aren’t. I learned the hard way when a client’s churn rate quietly climbed even as new deals kept coming in. We were winning buyers but losing customers.
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