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 ...

Businesses are changing the way they analyse their marketing tactics. This is a slow process in a complex area but in simple terms, the smartest companies no longer view customers as being at the ...

Expanding on the foundational step of buyer personas, many marketers are now going a step deeper by creating customer journey maps. These visual frameworks help companies understand buyer needs and ...

In most B2B companies, 90 percent of employees have never met a customer in person. Connecting employees to customers drives more change than any report ever could. And when you pair journey mapping ...

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 ...

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 ...

Getting started with customer journey maps or just adding a timely refresh? Well we've outlined some foundational steps for brands to help get things right. Customer journey analysis and optimization ...

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 ...

B2B buyers are evolving their journeys — and moving the cheese along with them. Brands are cracking the code on the B2B buying process. ABM, RevOps, intent, AI, PLG, and a whole lot of technology is ...

Knowing the customers' preferences and needs is key to successful business development. Customers having a positive experience are more likely to return, buy more, or upgrade their plan. Besides, ...

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 ...