The Successful B2B Customer Journey

No matter what you sell, you will need to sell it to someone. Most B2B marketers spend their time focused on marketing and lead generation while neglecting the customer experience. The good news is that b2b customer journey mapping can help you see where your customers are encountering friction – and then fix it!

The truth is that during non linear customer journey, your customers are already interacting with your company long before they become leads. And this holds true for both B2B and B2C customer acquisition. It is not uncommon for high-level executives for competing on customer journeys, to have already met or spoken with a member of your team, or played around on your website prior to Cambodia mask supplier contacting you.

The reasons for this are simple: people want to be informed, educated, and entertained. Think of your own experience. How many times have you bought something online, only to get an email from the company asking for feedback? It’s likely that you responded because it gave you an opportunity to tell them what you liked or didn’t like about the product or service you just purchased. Every marketer needs to be well informed about these phases of a customer journey

The point is that your customers are expecting to interact with you before they become leads. Understanding how and where they want to do so, and providing a frictionless customer experience, can go a long way towards building loyalty. Think of it as investing in the customer journey instead of spending money on simply generating leads.Click here to chat with others online to make a Successful B2B Customer Journey.

How to create a customer journey map

B2B Customer acquisition is the game plan for which every marketer has to struggle. One way to do this is by adding color-coded sticky notes on your whiteboard. Start with the user at the top and then move down, mapping out what they encounter as they go through the process.

While making a nonlinear journey map, You will also need to document associated points of friction or opportunities that were uncovered during the mapping process.

You will now have a customer journey map where you can easily identify problems and brainstorm solutions for them with the help of b2b buyer journey mapping.

10 actionable tips for creating an optimal client experience

  1. Keep in mind that your customers are constantly interacting with your company before they become leads, so it is important to be responsive to them at all stages of a customer journey.
  1. Encourage feedback from customers with recognition and rewards.
  1. Identify all points of interaction in the customer journey and how they have encountered friction or opportunities for improvement.
  1. Ensure that when you conduct an experience survey, you are asking questions about what your customer likes or dislikes about the product or service they just purchased, not just whether they would purchase again in the future.
  1. Recognize that there are always tradeoffs in any decision – don’t make assumptions without gathering feedback first!
  1. Avoid asking open-ended questions (What would you like to see?).
  1. Prioritize your feedback by asking which of the following they care about most: what would make them complain less, what would make them recommend you more, or what would make them buy from you more often?
  1. Identify gaps in your knowledge and fill them by looking for patterns in customer behavior or feedback that can help you understand how to improve your customer experience.
  1. Don’t just listen to what customers say, watch what they do!
  1. Remember that the more effort you put into the customer journey, the more value your organization will receive in return – whether that’s an increase in revenue or market share.


If you want to create a stellar customer experience that drives more sales, it’s important to map out the entire journey. You can do this by adding color-coded sticky notes on your whiteboard and documenting points of friction or opportunities for improvement.

One way to get started is by thinking about how customers will interact with you before they become leads – which may be through email marketing campaigns, social media comments or reviews, advertisements at conferences, or trade shows.

The next step is mapping what your customers encounter as they go from inquiry all the way up until after their purchase decision has been made.

After identifying any gaps in knowledge, identify patterns in feedback and behavior that can help you understand where there are problems along the customer journey so that you know where to focus your efforts.

Next, prioritize feedback by deciding which is most important to your customers: what would make them complain less, recommend you more, or buy from you more often?This can help you identify gaps in your knowledge and understand where the biggest areas of opportunity are.

And finally, don’t just listen to what customers say, observe what they do.

Image Credits: Sweet Fish Media


Abdul razzaq is a business entrepreneur, freelancer and digital marketer. He believes in spreading mass awareness about changing digital marketing and new trends in e-commerce

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