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 ...

B2B renewals are won or lost 180 days before the contract expires. Dow serves as the gold standard for linking experience to commercial growth.

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 ...

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 ...

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 ...

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 ...

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 ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. The foundational blueprint of the B2B buyer’s journey hasn’t changed: Captivate interest at ...