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 ...

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 ...

The business to business (B2B) customer journey is far from linear and straightforward. On occasions, it can get really messy. This is when a potential customer could give up and abandon the customer ...

Anyone who has been involved in a B2B sale knows how complicated and frustrating the entire process can be. In fact, CEB asked thousands of senior executives at companies around the world to describe ...

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 ...

Journey maps aren’t the goal. They’re tools for sense-making, alignment and action—not polished deliverables meant to impress stakeholders. Real impact comes from operational alignment. Journey work ...

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 ...

It’s important to ensure everyone has a positive experience with your brand across all touchpoints. A great way to make this happen is by creating a customer journey map. This will provide you with ...

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 ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...