Support to navigate the B2B customer journey

Since the decision making process in B2B is complex, it’s essential to have a solid grasp of the customer journey and how to optimize it. Our services help you successfully navigate the journey through a better understanding of your customer’s needs and goals, and when they need marketing support the most.

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Buyer’s journey or customer journey?

These two terms are often used interchangeably, leading to confusion. Essentially, the buyer’s journey refers to the process that a buyer goes through before making a purchase, while the customer journey begins once the buyer becomes a customer. However, in recent years, these two phases have become increasingly intertwined, and many models now consider them as part of a single customer journey, which starts from the very first phase of orientation and continues through to the establishment of a customer-supplier relationship.

Every journey is unique

In B2B markets, the customer journey can be very complex, as there are often multiple decision-makers involved, each with their roles and responsibilities. Moreover, the impact of a purchasing decision can be significant, making the process even more complicated. Sales cycles in B2B markets are also longer. Therefore, there is no standard customer journey in B2B markets, and every situation is unique.

Understand how your customer works

To make your marketing and sales efforts effective, you need to have a deep understanding of your buyer, which is not an individual but an entire group of people. Our services can help you gain insight into your buyer and convert it into effective marketing strategies at every phase of the customer journey, which consists of four phases:

The awareness phase
This is the first phase of the customer journey, which starts when an organization realizes that it needs to make a specific purchase. The reasons for this can vary, and it can be triggered by internal or external factors. At this point, the potential customer becomes aware of the need to take action.
The consideration phase
In this phase, the potential customer explores the market for possible solutions and suppliers and creates a shortlist of options. They then conduct a more detailed examination and comparison of the shortlisted options based on various factors, such as product features, reliability, usage scenarios, references, and costs.
The decision phase
This phase involves negotiations with a few suppliers at most. The buy-in of relevant stakeholders within the decision-making unit (DMU) is crucial to get the green signal.
The post-purchase phase
Once the prospect becomes a customer, they gain experience with your products or services. If their expectations are met and exceeded, a long-term relationship can be established based on loyalty and satisfaction.

Our customer journey services include:

Buyer persona development
Content mapping
Lead nurturing
Account-Based Marketing (ABM)
Multi-channel marketing
Sales and marketing alignment
Analytics and measurement
Customer feedback and loyalty programs
Thought leadership content
Sales enablement
Customer retention strategies

Buyer persona development

We build on insights from our clients’ sales departments and conduct additional research if necessary to create detailed buyer personas representing your target audience. These personas include job roles, pain points, goals, and decision making criteria for each stakeholder involved in the buying process.

Content mapping

We tailor content at each stage of the customer journey. Our content mapping services ensure that relevant content will guide prospects from awareness to decision making.

Lead nurturing

We offer assistance in developing lead nurturing campaigns that provide prospects with the right information at the right time. Marketing automation and personalized content also help move leads through the sales funnel.

Account-Based Marketing (ABM)

For high-value B2B offerings, ABM strategies are essential. We help our clients identify and target key accounts with personalized content and messaging.

Multi-channel marketing

B2B customers often engage with content and communications across various channels. We provide multi-channel marketing services, encompassing email, social media, content marketing and PPC advertising.

Sales and marketing alignment

We assist our clients in establishing close collaboration between marketing and sales teams, with shared goals, and a unified approach to customer interactions.

Analytics and measurement

Robust analytics and measurement will help you to track key metrics, assess campaign performance, and refine strategies. We help provide actionable insights into your marketing efforts.

Customer feedback and loyalty programs

Post-purchase, businesses appreciate opportunities to provide feedback and engage in loyalty programs. We help our clients create mechanisms for gathering feedback and nurturing long-term relationships.

Thought leadership content

Establishing industry authority is essential in the B2B arena. We assist in creating thought leadership content, such as whitepapers, webinars and articles; that showcase expertise and address industry challenges.

Sales enablement

We help you equip sales teams with the tools and resources they need to engage effectively with potential clients, which can include sales training, collateral development and CRM integration.

Customer retention strategies

Retaining B2B clients is as important as acquiring new ones. So, last on this list, but certainly not least, is the development of customer retention strategies, including onboarding programs, ongoing support, and value-added services.