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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

Some B2B companies are still struggling to get their customer journey management initiatives off the ground. A few steps to get started. Customer journey management and orchestration started as a ...

Journey mapping isn’t new, but the process for creating these maps has come to the fore in the past year, and analysts predict that will increase in 2017. “It’s been gaining momentum over the last ...

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 ...

In the B2B world, there is a very real struggle with trying to match individuals (leads) to accounts. With buyers using multiple devices, privacy laws restricting what data can be collected and ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. With business-to-business e-commerce sales on track to hit more than $900 billion in 2018, ...