What is the main activity a buyer engages in during the awareness stage of their buying journey?

During the awareness stage of their buying journey, the primary focus for buyers is recognizing and identifying a challenge they are experiencing or an opportunity they want to pursue. This is a crucial phase where potential customers start to understand and articulate their needs or problems, which sets the foundation for their subsequent research and evaluation processes.

At this stage, buyers are not yet looking into specific solutions or evaluating different options; rather, they are grasping the nature of the issues they face or the goals they wish to achieve. This awareness allows them to seek out more information and engage with resources that can help clarify their situation.

While recognizing competitors' offerings or deciding on a budget are important factors in the buying journey, they typically come into play during later stages, such as consideration or decision-making, after the buyer has already identified their needs.