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 ...

Imagine a bustling tech startup with social media posts garnering thousands of likes and shares. Yet, as the marketing team celebrates these digital victories, the sales department remains perplexed.

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. The business to business (B2B) customer journey is far from linear and straightforward. On ...

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 ...

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 ...

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 ...

In working with B2B clients, I've noticed that many feel that their customers function very differently from B2C customers and that the customer journey is markedly different. However, the increasing ...

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 ...

Customer journey mapping has been a hot topic for some time. Trying to understand how the customer interacts with the brand or company—the touchpoints—can ideally help marketers better understand ...