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Everything You Need To Know About A B2B Customer Journey

Everything You Need To Know About A B2B Customer Journey

Julie Williams

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  • 12:50 PM
Customer experience is considered as important as the product itself. Which is why it is important to plan your customer’s Journey and how you want to guide your prospects across the entire buying process.
A customer journey is the process by which a lead or potential customer interacts with the company in order to achieve their goal. With the growing technological advancements there are various ways in which a customer chooses to interacts with the brands.
This article focuses on the B2B customer journey, which is more complex than a B2C customers journey, as it has different phases and touchpoints that affect a customer’s experience. To plan a customer’s journey, you need to know what they want, preferences, new technology and even stay up to date with the buying trends.

According to a study by Mckinsey&Company, B2B customer experience is said to be lagging way behind retail customer experience with the gap growing wider every year. A B2B customer’s journey is very specific to the physical experiences your customer has because their shopping experience shape their expectations. As a result, B2B clients are now expecting a similar experience when it comes to B2B interactions.

Understanding the characteristics of B2B clients will help you optimize their journeys. There are many steps involved right from gaining awareness about a particular product or service through social media channels to receiving a “Thank you for your purchase” email. And this blog will help you understand.
  • The basics of customer journey mapping
  • The benefits of customer journey mapping
  • The steps to create a B2B Journey map
  • How to improve your B2B customer journey
  • The difference between a B2B and a B2C Customer Journey Map
So, what are you waiting for let’s get started!

What is a B2B customer journey map?

A customer Journey Map is a detailed visual representation or illustration of the interactions of a potential customer with a B2B company. A B2B customer journey map is often used as a tool to investigate, analyse and improves the customer’s experience. A customer journey always has a goal it can be making your leads purchase your products or services, encouraging them for sign-ups, or even making them join a loyalty program.
Having a customer journey map will help you get a better understanding on how to motivate your potential customer into achieving those goals. You need to visualize customer journey and design a diagram based on that in order to provide your employees something they can refer to as a resource. Having this diagram will help them not to overlook, underestimate or overestimate customer interactions, which can be a gamechanger when it comes to increasing sales and revenue.

Basics of B2B Customer Journey Mapping

Now that you understand what is a customer journey map! Let us get into the customer journey mapping. Customer journey mapping is the process of visualizing that map and including the customer actions, touchpoints or motivating factors that will lead to achieving the goals set by the B2B company. Doing this usually help the B2B company in connecting the dots between different steps that a lead takes to transform into a customer.

According to a study done by Hanover Research, over 95% of companies felt that creating a customer journey mapping helped them increase customer satisfaction. In order to map a customer journey, you will need to step into the shoes of customer and understand how your actions will impact the experience they have with your company. Make sure to structure your touchpoints in a way that it gives your leads the most effective buying process.

B2B companies use various methods to represent customer journeys, such as post-it notes on a boardroom wall, Excel Spreadsheets, to even infographics. It’s really up to you on how your journey, but make sure to include the following things
A flowchart or a diagrammatical representation of a customer’s journey.
The touchpoints between the brand and company.

The pain points (difficulties) that the customers may face.

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This post first appeared on 5-Ways Effective Account Based Marketing Can Benefit Marketers - ABM, please read the originial post: here

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