3 min Read

Inside the 2025 Buyer Mindset: A Real-World Journey from “What Even Is This?” to “Let’s Go”

Your buyers don’t behave the way your "funnel" says they should.

In 2025, the path from awareness to purchase is emotional, non-linear, and full of second-guessing.

We mapped a real journey: from pain point to purchase, and uncovered what modern marketers must shift if they want better results.

Jess’s Journey: From “I don’t know” to “Let’s do this”

Jess is a mid-career marketing manager.

Her boss asked her a simple question:

“What’s our customer journey map look like?”

Jess froze. That night she googled: “What is customer journey mapping?”

That wasn’t a commercial decision – it was a confidence gap.

And like most of us, she went hunting for answers late at night, phone in hand.

She opened 10 browser tabs. Read definitions. Checked out ADMA and CX Skills.

Didn’t enquire. Didn’t bookmark.

Why?

She didn’t feel ready. No one had spoken directly to her fear yet.

The Research Loop & Delayed Commitment

In the days that followed, Jess was hit with Meta retargeting ads.

She clicked through. Downloaded one brochure. Still didn’t act.

Then, days later , something changed.

She saw a LinkedIn post from someone in her space:

“Just wrapped ADMA’s course on CX mapping. Totally changed how I brief creative.”

That was the unlock.

A social proof moment from someone like her.

Now Jess acted.

What We Learn From Jess

Her journey wasn’t:

Ad → Landing Page → Enquiry → Sale

It was:

Pain → Curiosity → Research → Distraction → Reminder → Validation → Decision

The modern customer journey is more like a dance than a race.

And if you’re not showing up at every stage, you’re invisible.

What This Means for Your Business

If you’re a service-based business selling courses, consulting or anything high-trust:

1. Speak to pain, not just features.

Jess didn’t need a “certified training provider.” She needed not to feel dumb in front of her boss.

2. Embrace the long game.

Most leads won’t buy now. But the right remarketing and consistent nurturing will bring them back.

3. Use peer proof, not just authority proof.

A testimonial from “someone like me” beats awards and logos every time.

4. Create content for each stage.

Top: Definitions, explainers, checklists
Middle: Case studies, testimonials, walkthroughs
Bottom: Limited offers, confidence boosters, FAQs

SDM Case Study: How This Strategy Delivered ROI

One of our clients in the training sector used this model.

We mapped the emotional journey first, not the sales process.

• We built a content stack matched to pain points

• Layered remarketing through LinkedIn and Meta

• Prioritised testimonials from peers, not just experts

Result?

• 47% lower cost per lead

• 65% increase in conversion rate

• 2.3x ROI in 6 months

Next Steps

Want to stop guessing and start mapping?

Let’s build your real customer journey, so your marketing actually connects.

[Book a strategy call with our team] and let’s work on your Customer Journey together.

As Seen on LinkedIn: Mapping the 2025 Buyer Journey: What Jess Taught Us About Decision Making → 2025 Style

Article by

Simon Gould

CEO / Founder / Dad

Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]