How customer journeys are evolving in B2B
Posted: Thu Jan 30, 2025 4:35 am
Learn more: Today’s Top B2B Inbound Marketing Challenges
Stages of the B2B customer journey
Different frameworks and terminologies are used to represent the B2B marketing customer journey, but this six-stage model is common:
#1. Awareness: Buyer identifies a problem, pain point, or challenge that can be solved by your solution.
#2. Consideration: Buyer begins to explore vendors, providers or agencies capable of solving their needs. They begin narrowing their choices.
#3. Decision: After arriving at a final set of options, the buyer reaches a purchase decision. This stage often includes discussions around pricing and contract negotiations.
#4. Purchase: The actual purchase takes place, with norway telegram data agreements finalized, contracts signed and payments completed.
#5. Implementation: Buyer adopts and implements the new solution into their business, often with ongoing service from the seller.
#6. Support and retention: The continuing relationship between a converted customer and the brand. Successful marketing at this stage can lead to retention, renewals, and upsells.
Many forces are at play in reshaping the B2B customer journey before our eyes.
Maturity of digital transformation
Over the years, business has increasingly gone digital. The number of online touchpoints involved with a B2B customer journey has dramatically increased, while the relative proportion of face-to-face interaction has shrunk. Trends like AI personalization and the rise of self-serve buying are fundamentally changing the dynamics of B2B purchasing.
Stages of the B2B customer journey
Different frameworks and terminologies are used to represent the B2B marketing customer journey, but this six-stage model is common:
#1. Awareness: Buyer identifies a problem, pain point, or challenge that can be solved by your solution.
#2. Consideration: Buyer begins to explore vendors, providers or agencies capable of solving their needs. They begin narrowing their choices.
#3. Decision: After arriving at a final set of options, the buyer reaches a purchase decision. This stage often includes discussions around pricing and contract negotiations.
#4. Purchase: The actual purchase takes place, with norway telegram data agreements finalized, contracts signed and payments completed.
#5. Implementation: Buyer adopts and implements the new solution into their business, often with ongoing service from the seller.
#6. Support and retention: The continuing relationship between a converted customer and the brand. Successful marketing at this stage can lead to retention, renewals, and upsells.
Many forces are at play in reshaping the B2B customer journey before our eyes.
Maturity of digital transformation
Over the years, business has increasingly gone digital. The number of online touchpoints involved with a B2B customer journey has dramatically increased, while the relative proportion of face-to-face interaction has shrunk. Trends like AI personalization and the rise of self-serve buying are fundamentally changing the dynamics of B2B purchasing.