Customer Journey

When an enterprise makes a major buying decision, multiple participants share in the decision. B2B marketers need to understand how their needs differ – and overlap.

When an enterprise makes a major buying decision, multiple participants share in the decision. B2B marketers need to understand how their needs differ – and overlap.

B2B marketers need to focus their content strategy efforts at each stage of the B2B buyer’s journey if their programs are to be successful.

When an enterprise makes a major buying decision, multiple participants have a say – and B2B marketers must answer their needs.

B2B purchasing has increasingly become a team sport, with lots of different players joining in at various stages of the process. We highlight the people involved and provide examples of how their buyer’s journey aligns to their needs.

UPDATE: You can now view Katie Martell’s presentation and slides on Reinventing Your B2B Personas from the FWD:B2B Conference last month. Katie provides insight on how to create actionable persona models that can be implemented and customized for each business.

By giving customers and prospects relevant and valuable content, marketing has the opportunity to change, enhance, and drive customer behavior, ultimately increasing sales.

The one megatrend that provides context for all other trends in B2B marketing today is the changing customer journey where the buyer has completed 50% to 80% of the journey to a purchase before ever reaching out to sales.