Customer Journey

Get the latest customer experience (CX) insights from Godfrey’s best strategic thinkers. These news articles, videos and infographics explore the ways your CX can produce meaningful connections at every touch point.

June 02, 2017 / Customer JourneyOne Enterprise, Multiple Travelers on the B2B Buyer's Journey (PART 3)

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.

Brian Moore

By: Brian Moore

March 06, 2017 / Customer JourneyOne Enterprise, Multiple Travelers on the Buyer's Journey (PART 2)

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.

Brian Moore

By: Brian Moore

January 23, 2017 / Customer JourneyWhich Content Is Best at Each Stage of the B2B Buyer's Journey?

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.

Jim Everhart

By: Jim Everhart

January 03, 2017 / Customer JourneyOne Enterprise, Multiple Travelers on the Buyer's Journey (PART 1)

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

Brian Moore

By: Brian Moore

August 11, 2016 / Customer JourneyHow Engineers Make a Purchase – Supporting and Energizing the Customer Journey

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.

Todd Walter

By: Todd Walter

October 30, 2015 / Customer Journey3 Warning Signs that You Really Don't Understand Your B2B Buyer

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.

Katie Martell

By: Katie Martell

October 20, 2015 / Customer JourneyConnect Your Content and the Customer Journey

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

Laura Patterson

By: Laura Patterson

October 02, 2015 / Customer JourneyThe Changing Customer Journey is the B2B Marketing Megatrend

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.

Russ Green

By: Russ Green

June 23, 2014 / Customer JourneySocial media for the complex sale. Where should you start?

Your customers are using social media. That’s no surprise. So is it appropriate for you to join in on the fun and get your business on board?

Godfrey Author

By: Godfrey Team