What is meant by the term Customer Journey in b2b? It refers to the entire journey that the buyer takes in the buying process. A journey that requires a targeted strategy for each stage: from evaluation to finalization of the purchase. Let’s take a closer look at what this is all about.
Are customer journey and buyer journey in b2b the same thing? Find out the differences
Before explaining the stages of the customer journey and how to map it, there is a small clarification to be made. The terms customer journey and buyer journey are often used interchangeably, but they are actually not the same thing. In fact:
- The buyer journey in b2b focuses on the decision-making process prior to purchase. It includes all the steps that lead a potential customer to make his or her decision, from identifying a need (or problem) to choosing a supplier.
- Thecustomer journey encompasses theentire customer journey. It includes both the choice and purchase process, as well as the after-sales experience (such as support, supplier-customer relationship, and retention).
The stages of the customer journey in b2b: how the decision-making path occurs
Decision making in b2b is very complex and has many stages. By thoroughly understanding the buyer’s journey, customized solutions can be devised to engage, satisfy, and retain the customer based on the stage they are in.
Here we want to summarize the main steps of the customer journey in b2b:
- Awareness. The company has a problem or need to solve. To find an appropriate solution, it can do research on the Web or social media.
- Consideration. After gathering a range of possible options, the comparison of products, services, and prices offered by various providers begins.
- Interaction. The company begins to interact more deeply with the brand by requesting information, participating in webinars, signing up for a newsletter.
- Decision. Having established the pros and cons of each item and/or service, the company is ready to make its decision: purchase a product or request a service.
- Loyalty. To maintain high levels of satisfaction after the purchase-and incentivize future sales-the supplier cultivates relationships with the customer.
How to map the customer journey
The customer journey map is a visual representation that traces the stages of the buyer’s journey and identifies key points by analyzing their behaviors. It is useful because it provides a general overview of the sales and post-sales flow, so you can understand how to manage and meet customer needs. Here are the main steps to implement it:
- Establishing the audience. Knowing the people involved in the decision-making process is essential because each customer has different goals and sources of information. Identify the buyer personas involved in the b2b process by understanding their needs.
- Analyze the points of contact. List every interaction the customer has with your company (such as website visits, opening the newsletter email, conversations with the sales or support team).
- Defining goals. Use the information you have gathered and, for each stage of the customer journey, assess any gaps and areas where value can be added. In doing so, set clear goals to be achieved.
- Reading and monitoring data. Analytics tools such as Google Analytics, CRM, and platforms for marketing automation, combined with surveys and buyer feedback, can help you monitor customer behavior and gather valuable data. Using the information will allow you to optimize services and support experiences.
What’s the point of mapping the customer journey in b2b
The map will help you find solutions for:
- Improve the service you provide to your customers
- solve any problems
- Deliver personalized and valuable experiences at every stage of the purchase journey so that it is smoother and more functional
Online marketing strategies for each stage of the customer journey
Here are some useful examples of what can be done to meet the needs of customers in the various steps of the customer journey:
- Awareness. To attract potential customers to your business you can carry out targeted blogging, video tutorials, and advertising on social and Google Ads.
- Consideration. Personalized ads based on page views, downloadable guides or e-books, email campaigns to keep contact alive during consideration.
- Decision. Proposing customer care through Chatbots or Live Chat and real-time customer service can incentivize customer choice. So can clearly establishing refund policies and contract terms and placing them in a strategic location on the website.
- Loyalty. Discounts, incentives, through personalized newsletters or quality remarketing, and ongoing after-sales support encourage strong relationships and new purchases.
Did you know that you can create a solid bond even with those who have not yet purchased from you? Here’s how to do it:
Lead Nurturing: what it is and strategies to do it best
Discover the benefits of the customer journey: seek advice from a digital marketing agency specializing in b2b!
Understanding the customer journey is important if you want to stand out and grow. Offering a personalized experience to your customers by identifying their needs allows you to create a relationship of trust and value in the long run, as well as win new buyers. The path is not simple and straightforward partly because many professionals with multiple needs intervene in the buying process. To best meet their needs, and achieve your goals, the ideal is to rely on adigital marketing agency that can help you to:
- Get a clearer view of purchasing processes and identify areas for improvement
- Put into practice the most effective actions to attract, engage and satisfy the buyer and follow them online at all stages
- Increaseefficiency in the business process
- implement the customer experience
Want to create an effective strategy for reaching customers online at all stages of the customer journey?
