Mapping The B2B Customer Journey
The customer journey , a now-familiar concept in marketing, takes on a new dimension in B2B sales. Unlike the relatively straightforward path of a B2C customer, the B2B journey is a complex labyrinth, often involving multiple stakeholders, longer decision-making processes, and intricate information gathering. Understanding this unique customer journey map is crucial for B2B companies seeking to optimise sales and marketing efforts, ultimately fostering long-term customer relationships. Beyond The Individual: Key Stages In The B2B Maze While some core customer journey stages remain universal (awareness, consideration, decision), the B2B landscape necessitates a more nuanced approach. Here are some key stages to consider when mapping the B2B customer journey : ● Need Identification Unlike B2C purchases driven by personal desire, B2B needs often stem from organisational challenges or strategic goals. Identifying these needs within the target company...