Why track the customer journey in B2B?

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The B2B customer journey starts long before the user even considers the product. A B2B buyer journey comprises of all the steps a buyer takes from the moment they face a problem to becoming a loyal customer of your product or solution.

A B2B buying journey is usually long and complex because it involves multiple stakeholders in the decision-making process. Meanwhile, the B2C buyer journey is comparatively shorter because most B2C customers buy on impulse. B2B marketers need to understand their buyers’ customer journey and track it accurately.


Why is it important to understand the customer journey?
How does the buyer use your product? How satisfied are they? How likely are they to discard or keep the product? How likely are they to recommend your product? Knowing the answers to these questions is crucial to positioning yourself competitively in the market as a business owner.

76% of B2B buyers expect companies to know their unique expectations and needs. Tracking the customer journey is a great way to understand and meet buyer desires.

customer-journey-b2bWhat are the stages of the B2B buyer journey?
As mentioned, the B2B sales cycle is cambodia telegram mobile phone number list long and complex. There are 5 main stages, each of which involves a specific customer activity. Understanding and mapping these stages can help B2B marketers identify where their target accounts are in the buying process. This can be leveraged to craft effective, stage-specific strategies.

01. Brand discovery
The start of the B2B buyer’s journey happens with awareness. This is the moment when a buyer discovers your brand. This can be through a recommendation, advertisements, or promotions. Mapping this stage will help you identify the source and channel of this information. This way, you can understand the effectiveness of your marketing efforts at this stage.

02. Interest and consideration
If you can make your potential customers see the value in your product, they will show interest and want to know more about it. They may choose to scroll through your landing pages and website or research your brand further by checking out blogs or reviews. If they find compelling information about your product, they will want to request a sales consultation, demo, or trial. This stage is critical for B2B customer journey mapping as it will give you insights into the quality of your marketing pipeline.