How To Create A B2B Customer Journey Map

June 21, 2022, Comment off

How To Create A B2B Customer Journey Map

When B2B stakeholders are unaware of their customers’ needs at each stage of the buyer journey, sales gets complicated.

Gartner states that B2B buyers spend only 17% of their time actually talking to you. They put the rest of the efforts into researching and discussing their needs with their teams. It’s a wake-up call for B2B stakeholders to start focusing on digital as well as offline customer experience at each stage of their B2B buying journey.

What is a B2B customer journey map?

The B2B customer journey map is a collection of interactions between a B2B brand and its customer, from their first encounter to post-purchase. It represents the customer’s buying journey graphically in the form of an infographic or a flowchart.

Tag along as we unravel how to create a user journey for your B2B business.

Why do you need a B2B customer journey map?

A customer journey map allows B2b brands to find out how potential customers became aware of your brand. It helps them track all the customer journey touchpoints and channels. When you’re able to track the success or failure of your product or solution through a buying journey map, you can create a repeatable and scalable growth model or a pivot strategy.

So, what are the benefits of customer journey mapping?

B2B marketing customer journey mapping helps you with the following:

  • Analyze customer pain points
  • Predict customer behavior
  • Tailor your products to client’s needs
  • Prepare call-to-action
  • Deliver personalized CX

Mapping the buyer journey stages accurately enables sales and marketing teams to accurately track the buying journeys of their prospects. So, it is important to understand some of the usual stages a customer goes through on their journey to become a customer.

What are the different stages in a customer journey map?

Below are the customer journey stages in B2B

  • Awareness

This is the stage where customers usually figure out that they have a problem and start to seek a solution. And your mission here is to make them aware of your solution. If they aren’t yet aware of their problem, it is also an opportunity to make them realize it.

  • Consideration

Once they are aware of the solutions available in the market, the prospective customer brainstorm their options and enter the comparison mode. They measure the pros and cons of each option and try to find the most viable solution.

  • Conversion

This is the stage where the sales team is tasked with closing a deal. B2B marketing teams need to help prospects make informed purchase decisions in this stage.

  • Loyalty & Advocacy

B2B brands try to foster the post-purchase relationship via proactive customer support. In return, customers spread positive word-of-mouth through testimonials, social media, etc.

Once you’re familiar with the stages of the buying journey and the actions buyers are likely to take at each stage, you can start creating a buyer’s journey map. You can do this for different products and market segments to understand the journey of different types of accounts in your TAM.

How can you map a B2B buying journey?

The B2B customer journey map is often non-linear. The data optimized through the buyer journey map enables you to tweak your sales funnel.

You can also use a B2B marketing intelligence software to monitor customer purchase journeys and discover optimal channels for sales pipeline development.

Here are the six steps to create a B2B buyer journey map.

Step 1: Create your Ideal Customer Profile

Create the client profile of your ideal buyer to identify and build a list of your target customers. This helps you in scoring new accounts entering your funnel and qualifying them to the next stage. Here are some things you must include in your buyer’s profile:

  • Brand size
  • Industry
  • Number of employees
  • Number of customers
  • Budget
  • Buying process
  • Competitors

Step2: Develop data-driven personas

Now that you know your ideal customer, it’s time to focus on the actual decision makers. B2B buying groups might include those who might never use the product directly but have decision-making authority. Therefore, identifying the concise personas who’ll contribute to the purchase decision is critical.

Identify their

  • Job title
  • Department
  • Motivations 
  • Frustration points
  • Goals, and
  • Role in the buying process.

Step3: Narrow down customer intent

Segmenting your prospects further can help identify the ones closer to the buying decision. Account segments can be created based on geography, firmographic details, behaviours and needs. To do this you need to be armed with the buying intent data. This will allow you to gauge where customers are in their buying journey.

By analyzing the intent data, you can figure out if they are

  • Looking for a solution
  • Scoping out potential requirements
  • Searching for a new solution

Step 4: Define the stages in the process

Define what stage is your client at in their buyer’s journey. In addition to buying intent identified through search and research data, you can use historical and real-time engagement data of accounts to gauge how hot they are as a lead. Accordingly, they can be placed at the accurate stage in the buying journey.

Step 5: Plot the main touchpoints and channels

Once you have plotted the journey, it is time to overlay the vital touchpoints. It may be a Twitter feed, paid ads, a 404 error on your website, a guest blog, direct email, Google reviews, etc.

Where can you find your target contacts? Identifying the accurate channels and touchpoints can help you personalize your marketing strategy.

Step 6: Keep optimizing

If you find a spot on the map where you find a gap, see it as an opportunity to improve. Every step in the map should be as smooth as possible to ensure the overall CX is exceptional.

For example, if your ad is not performing as expected, redirect the budget to better-performing channels. 

Getting To The Point — Make Your B2B Buying Journey Simpler

B2B customer journey mapping enables you to do the following:

  • Gain accurate data that reflects the customer’s thoughts
  • Find customer pain points
  • Highlight what is vital to the actual B2B buyer

An ideal customer journey tracking is simple, intuitive, personalized, and flexible. You must conduct thorough B2B customer journey research to design innovative experiences.

Create a user journey map that promotes empathy and gives your brand a clear vision to improve your CX. The sooner you innovate your B2B customer journey experience, the quicker you can make your conversion rates soar.