B2B Customer Journey Map:
The map that transforms your leads into real results.
The B2B buying process has changed. It's not a quick sale or a single person making decisions. This is a complex journey — a Customer Journey — with multiple actors, emotions, decisions and points of contact. And on that path, marketing cannot be a spectator: it must be a strategic guide at every stage.
In this article, we explore how to map that journey, what role modern marketing plays, and why understanding the journey can make the difference between generating
leads... or lose them.
El B2B Customer Journey It is the process that a customer follows since identify a need until they buy, become loyal and recommend your brand. But unlike B2C, it's not a linear path, nor does a single person do it. It involves purchasing committees, multiple conversations, and decisions that can take months.
According to the Gartner model, this trip has five stages:
Because marketing is no longer just about attracting or generating traffic. A marketer
Modern should cover the entire funnel, understand technology, processes and emotions
of the customer. From the awareness stage to advocacy, marketing should help:
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Mapping the journey: from diagnosis to
The strategy
Step 1: Identify the stages
Use the Gartner model or adapt it to your industry. The important thing is to have a clear map
of the customer journey.
Step 2: Recognize touchpoints
What are the moments of contact with your brand? Web, blog, demo, calls, emails,
support, etc. It maps all points, including digital and human ones.
Step 3: Assign emotions
With what emotion does the customer arrive at each stage?
Use tools such as interviews, surveys and analytics to grade each point:
Step 4: Define managers
Each stage needs an owner: marketing, sales, support, CX, etc. This definition allows us to act quickly in the face of a detected problem.
Step 5: Create an Action Plan
Once the “pain” (the sad faces) has been detected, define how to mitigate them: new content, automatic flows, changes in onboarding, etc.
Even though we talk to marketers, this isn't an exclusive marketing job.
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The B2B Customer Journey is a living tool. It's not just a map, It's a compass
that connects your customer with your value proposition.
And you, do you already know at what stage your opportunities are falling? In B2B Time
we are continuing to address these questions and helping to turn them into results
Listen to the full chapter and transform your leads into lasting relationships.
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