B2B Customer Journeys


To provide best practices for a B2B customer journey, in order to better understand which strategies are most effective at communicating with B2B decision-makers

Early Findings

One study notes that customer experience will be more important than price or product quality by 2020, making understanding B2B customer journeys key to sales.

One of the best practices for B2B customer journeys is to focus on Moments of Truth, the key touchpoints or steps on the journey that make or break relationship with the customer. Successful customer journeys will focus heavily on these interactions over other parts of the journey.

Another best practice is to be aware that customers are segmented, and not all the same in terms of their experience and journey. Pain points may vary due to use case for example.

It is also considered a best practice to conduct primary customer research, rather than relying on internal resources when creating a Customer Journey Map, as getting firsthand information from customers allows for a more accurate assessment, and reduces bias.

A Customer Journey Map should include all interactions between customer and company, a flowchart or diagram representing this, and pain points along that journey, as well as highlighting the moments of truth.

B2B organizations will be most successful in using customer journeys when they understand multiple personas within one customer group, to reflect unique motivations and needs.

It is also noted that best practices will anticipate long customer journeys, that reach across multiple channels and touchpoints, and include interactions with websites, retail stores, email, social media, and so forth.
Another best practice is to look for any gaps that aren’t being addressed in the customer journey and address them specifically with new strategic content that specifically aligns to the buyer persona, when they buy, and the channel they typically buy from.

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