Capability
B2B Customer Journey Mapping
B2B customer journey mapping gives you the full picture of customers’ interactions with your business, including touchpoints, moments of truth, and pain points.
Why choose us
B2B customer research you can believe in
It is not always obvious what is nudging a B2B customer over the finish line – or holding them back from making a decision. Our customer journey mapping research provides a full picture of how customers interact with your business, and what you can do to make the path to purchase smoother.
High quality data
Data sourced from computer-assisted telephone interviews or video interviews – no online survey panels. Get insights from real people with real expertise.
Greater efficiency
A streamlined research process that saves time and resources, while also uncovering clearer insights.
Genuine B2B expertise
A team of B2B experts that know what’s important to you and your industry.
Use Cases
B2B customer journey mapping
Competitive differentiation
A B2B customer journey map helps you to set, execute and track initiatives to improve performance at the moments of truth in the customer journey. It provides clear insight into how to improve NPS/satisfaction and provide a customer experience that stands out from the competition.
Customer acquisition
Path to purchase research helps you to understand the hurdles and barriers that lead prospects to fall out of the funnel or opt for a competitor.
Developing new solutions
B2B customer journey mapping helps to identify gaps in the prospect or customer journey. This helps you to innovate new solutions for unanswered questions and unmet needs.
Identifying customer experience bottlenecks
It is not always obvious what is nudging a customer over the finish line – or holding them back from making a purchase. B2B customer research helps you to understand the primary pain points and moments of truth that make or break your customer experience (CX).
Messaging effectiveness
B2B buyer journey mapping helps you to understand the questions prospects have, and where they look for information to optimize your messaging strategy.
Sales conversion growth
Path to purchase research helps to identify key pain points and the most important claims at every stage of consideration. This better equips your sales and business development teams to pursue sales opportunities.
FEATURED VIDEO
How to make B2B customer journey mapping effective
Buyer journey mapping for B2B brands is not “one-size-fits-all”. Learn what you need to take into consideration to make it effective.
Our process
Custom-built B2B customer journey mapping
Every one of our B2B customer journey maps is custom-built from scratch. No more off-the-shelf research.
Step 1
Define your research objectives
An initial meeting to understand your brand challenge or opportunity to inform our research plan.
Step 2
Project kick-off
We meet with your internal stakeholders to align on the customer and buyer personas, and markets in scope.
Step 3
Journey mapping workshop
We conduct a client workshop and stakeholder interviews to map your customers’ touchpoints and needs.
Step 4
Design interview materials
This is managed by our in-house team to make sure we have ultimate quality control.
Step 5
Recruit real decision-makers
We recruit, screen, and validate the identities of relevant decision-makers in your target audience.
Step 6
Data collection
We conduct live interviews with a representative sample of relevant decision-makers.
Step 7
Analysis and reporting
We analyze the data collected by relevant variables and report clear and actionable insights in a short slide deck.
Step 8
Strategic recommendations
We provide key recommendations on how to derive value from the insights and present the findings.
Featured CAse Studies
B2B journey mapping research
Faqs
B2B journey mapping FAQs
Here are some FAQs about B2B journey mapping.
What is B2B customer journey mapping?
A B2B customer journey map visualizes the steps that a customer takes when interacting with a brand, from initial awareness to post-purchase. It helps businesses to understand key touchpoints, needs, drivers and pain points in the pre-and-post acquisition journey. By analyzing the customer journey, B2B companies can enhance their marketing and sales strategy, improve customer retention and loyalty, and invest in innovation that meets prospective and current customer needs.
What is the purpose of a B2B customer journey map?
The purpose of a B2B customer journey map is to provide comprehensive insight into:
- Effectively attracting and converting prospective customers.
- Improving customer retention, growing share of wallet, and identifying upsell and cross-sell opportunities.
- Understanding a customer or prospect’s Jobs to be Done, and action planning against it.
How do you create a B2B customer journey map?
A B2B customer journey map is created using both qualitative research and quantitative research. These programs start by mapping the customer journey, which can be done through stakeholder interviews, workshops, and interviews with prospects and customers. This mapping exercise includes capturing detailed insight into different journeys taken, including the touchpoints, needs, and pain points at each stage.. Structured interviews with a large sample of the target market are then used to quantify the most important needs, drivers, moments of truth, and opportunities to strengthen engagement at each stage in the journey . The insights gathered inform the customer journey map.
What are the five stages of a pre-acquisition customer journey map?
There are frequently around five stages a b2b buyer goes through on the way to becoming a customer: Defining the need, Identifying Options & Brands, Evaluating Brands, Making a decision, and Becoming a Customer. A B2B path to purchase map explores each of these stages, from initial awareness of a brand or product through to evaluating options to post-purchase communication and support.
What are customer journey KPIs?
Customer journey KPIs are used in B2B customer research to quantify customer interactions with a B2B company. For prospects, it is important to capture insight into the likes of brand awareness and consideration, lead generation rates, website traffic and social media engagement, and conversion rates at touchpoints along the journey. Common KPIs to assess the customer experience include Customer Satisfaction Score (CSAT), Net Promoter Score (NPS) and Customer Effort Score (CES), as well as Customer Lifetime Value (CLTV) and the number of products or solutions used. By measuring and tracking these KPIs, B2B companies can better understand prospect and customer behavior, needs and attitudes, identify bottlenecks in the customer journey, and measure the success of key initiatives.