What is B2B Customer Journey Mapping and How Can It Boost Your Business?

The B2B customer journey is a complex and ever-evolving process that requires businesses to stay ahead of the curve in order to remain competitive.

Understanding the customer journey is essential for businesses to identify opportunities, anticipate customer needs, and develop strategies that will help them successfully navigate this journey.

From mapping out the stages of the customer journey to leveraging technology to gain insights into customer behavior, businesses must be proactive in their approach if they want to maximize their success.

In this article, we’ll explore why understanding the B2B customer journey is so important and provide tips on how businesses can use it to their advantage.

Table of Contents:

What is a Customer Journey?

A customer journey is the path of interactions a customer has with a brand, product, or service. It includes all the touchpoints and experiences that customers have before, during, and after making a purchase.

The customer journey is an important part of any customer experience strategy as it helps to understand the needs of customers and how they interact with a company.

By mapping out the customer journey, companies can create better experiences for their customers and improve their overall satisfaction.

Differences between B2B and B2C Customer Journeys

The main difference between B2B and B2C customer journeys is that the B2B customer journeys typically involve more complex decision-making processes due to the higher value of products or services being purchased.

Additionally, there are often multiple stakeholders involved in the purchase decision-making process in B2B transactions. B2B customers also tend to be more loyal than their B2C counterparts as they have longer-term relationships with businesses.

Stages of a Typical B2B Customer Journey

The typical stages of a B2C customer journey include awareness, consideration, conversion, loyalty, and advocacy.

At each stage of this journey, customers interact with different touchpoints such as websites, emails, social media posts, etc., which can help them make an informed decision about their purchase.

For example: In the awareness stage, customers may visit websites or read blog posts to learn more about a product or service before making any decisions.

During the consideration stage, they may compare different options available on the market before narrowing down their choices.

In the conversion stage, they may look for discounts or promotions offered by businesses in order to make their purchase more affordable.

Finally, in the loyalty and advocacy stages, they may leave reviews or recommend products/services to others based on their own experiences with them.

Creating a B2B Customer Journey Map

Creating a successful B2B customer journey map requires careful planning and execution. Here are some steps you can take to get started:

  1. Outline your goals: Identify what you want to achieve by creating this map – do you want to improve customer experience? Increase sales? Understand customer behavior? This will help you focus your efforts on creating an effective map that meets your needs.
  2. Identify touchpoints: Think about all of the different ways customers interact with your business – website visits, emails sent/received, etc., then list out all of these touchpoints so you can track them easily later on.
  3. Prioritize customer needs: Consider what matters most to your customers when it comes to making purchases – price? Quality? Delivery times? By understanding what matters most you can create content that resonates with them at each stage of their journey.
  4. Create valuable content: Once you know what kind of content resonates best with your target audience at each stage of their journey – create it! Whether it’s blog posts, videos, or webinars – make sure it provides value for your customers so they keep coming back for more!

Tracking The Customer Journey

Tracking the customer journey is essential for understanding how customers interact with your business throughout their buying process.

There are various tools and techniques available for tracking this journey such as heatmaps which show where visitors click on pages; analytics which measure page views; surveys which collect feedback from customers; A/B testing which helps identify areas where improvements could be made etc.,

All these tools provide valuable insights into how customers behave during their buying process so businesses can better understand their needs and optimize accordingly. For example, A business might use heatmaps to track where visitors click on its website pages in order to identify areas where improvements could be made (e.g., adding new buttons).

They might also use surveys to collect feedback from customers after they’ve made purchases in order to gain insight into how satisfied they were with their experience overall etc., All these tools help businesses track and measure touchpoints so they can improve upon them over time and create better experiences for their customers going forward!

Example of a Company Using a Successful B2B Customer Journey Map

Salesforce, a leading Customer Relationship Management (CRM) platform, is a prime example of a successful B2B company that has effectively implemented customer journey maps to enhance their overall user experience.

Catering to a wide range of industries, including financial services, healthcare, retail, and manufacturing, Salesforce has been able to identify key customer pain points by mapping out the entire customer journey.

This comprehensive approach allowed them to better understand customer needs, preferences, and challenges at each stage of the sales funnel.

One notable example of their success lies in their ability to address customer concerns about data security and privacy. By using customer journey maps, Salesforce identified that potential clients were hesitant to adopt cloud-based CRM solutions due to fears of data breaches.

In response, they invested heavily in advanced security measures and communicated these improvements effectively, thereby alleviating customer concerns and increasing overall trust in the platform.

By doing so, Salesforce has seen a significant improvement in sales, with revenue growing from $3.28 billion in 2013 to $21.25 billion in 2021. Their commitment to enhancing the user experience also has led to increased customer satisfaction, boasting a Net Promoter Score (NPS) of 66—well above the industry average.

The implementation of customer journey maps has played a crucial role in Salesforce’s growth and success, highlighting the transformative impact of this strategy on a B2B company’s performance and customer relations.

FAQs in Relation to What is B2B Customer Journey?

What are the B2B customer stages?

The B2B customer stages generally consist of seven distinct phases: Awareness, Consideration, Decision, Purchase and Delivery, Support and Retention, Growth and Expansion, and Exit.

  • Awareness is when a buyer becomes aware of their problem and begins to search for solutions.
  • Consideration is when the buyer evaluates potential solutions.
  • Decision is when the buyer chooses a solution.
  • Purchase and Delivery is when the buyer makes a purchase and receives the product or service.
  • Support and Retention is when the buyer receives support for their purchase.
  • Growth and Expansion is when the customer has an opportunity to upgrade or purchase additional products or services.
  • Finally, Exit is when the customer ends their relationship with the business.

How do you build a B2B customer journey?

Building a B2B customer journey involves understanding the customer’s needs and expectations, mapping out their journey from start to finish, and then optimizing it for maximum impact.

To build a B2B customer journey, you should first identify the key stages of the customer journey, including awareness, consideration, conversion, loyalty, and advocacy.

Then you should create a visual representation of each stage in order to identify touchpoints and recognize where customer experience can be improved.

Finally, you should track customer feedback and use analytics to measure performance and make adjustments as needed.

What is the difference between a B2B and B2C customer journey?

The main difference between B2B and B2C customer journeys is the scope. Generally, B2C customer journeys involve convincing one consumer to make a purchase, while B2B customer journeys require convincing multiple buyers and often involve long-term relationships.

Additionally, B2B customer journey maps typically include more touch points at the awareness or consideration stage than B2C maps. These points of contact are usually made through traditional marketing methods such as email campaigns or direct mailers.

What are the 4 types of B2B customers?

B2B customers can be divided into four main categories: small businesses, mid-sized companies, large corporations, and government entities.

Small businesses typically purchase products or services to support their operations on a smaller scale.

Mid-sized companies tend to have more complex needs than small businesses and require larger investments in order to meet their demands.

Large corporations often have the resources and capital needed to make significant purchases of goods or services. Lastly, government entities are responsible for providing services to citizens and may need to purchase goods or services from B2B vendors in order to do so.


Mapping out a successful B2B customer journey requires careful planning and execution but it’s worth it in the end!

By understanding what matters most at each stage of the buyer’s journey – businesses can create content that resonates with them while also tracking how they interact with different touchpoints throughout this process using various tools & techniques available today!

Ultimately this helps businesses optimize their CX strategies over time resulting in improved ROI & increased sales!