Many B2B companies have recognised the importance of creating detailed maps of their organisational structure. These maps usually set out the organisation’s processes, who reports to whom, IT systems ...

Do we really have to spend so much time defining customer personas? The question came up during a recent customer journey mapping workshop with a B2B organization. Some considered the amount of time ...

Much like the way to Mordor, the B2B customer experience journey isn’t as straightforward as one might think. A one-size-fits-all approach simply doesn’t work anymore, and there are various obstacles ...

Online shopping is a dynamic experience for customers, sparked by the awareness of a specific need or desire. As explored in “Mapping the customer journey for SEO and marketing success,” understanding ...

This article builds on my previous one, emphasizing the importance of aligning SEO with the customer journey, specifically for companies that provide software as a service (SaaS) that market to other ...

Some B2B companies are still struggling to get their customer journey management initiatives off the ground. A few steps to get started. Customer journey management and orchestration started as a ...

In the B2B world, there is a very real struggle with trying to match individuals (leads) to accounts. With buyers using multiple devices, privacy laws restricting what data can be collected and ...

According to the wisdom of this episode's guest, Pam Didner, the customer journey is best approached by B2B marketers not from the customer's perspective but from consideration of the touchpoints they ...

Customer journey mapping has been a hot topic for some time. Trying to understand how the customer interacts with the brand or company—the touchpoints—can ideally help marketers better understand ...

Just how important is it that businesses understand how customers interact with or feel about them, or be able to identify the "moments that matter" in customer interactions? Well, without that ...

With business-to-business e-commerce sales on track to hit more than $900 billion in 2018, according to Forrester Research, B2B companies have good reason to make an investment in e-commerce a top ...

The modern B2B buyer's journey is fraught with poorly performing sites, ill-planned user experiences, and half-baked solutions. A whopping 97 percent of B2B buyers report experiencing a pain point ...