How To Create A B2B Customer Journey Map: Simple Steps To Follow

B2B customer journey map

In the customer journey article, you saw how crucial it is to understand and visualize every step and interaction of your customers. Now imagine how important this can be if you are not facing only one human as your customer, but a whole business is going to decide if it should pay you the price you asked for your services/products. More people, more processes, and different mindsets are involved when you are talking about B2B businesses. 

In B2B interactions, success lies in more than just products and services. It’s about understanding the intricate dance of your potential clients through every stage of their decision-making process. This is where you need a B2B customer journey

Ready to explore B2B customer journey mapping? Let’s begin.

What Is B2B Customer Journey?

The main idea of the B2B customer journey is the same as B2C. A path that customers take to buy something. But in B2B the customer is not a person, it is an organization.

The B2B customer journey is the process that a business customer goes through when they interact with a vendor that provides solutions for their needs or problems. The B2C customer journey is the process that an individual consumer goes through when they buy products or services for their personal use. The B2B customer journey is more complex and longer than the B2C customer journey because it involves multiple decision-makers, stakeholders, and touchpoints.

B2B Customer Journey Stages

The B2B customer journey is a dynamic process that unfolds across several distinct stages. Understanding these stages is essential for tailoring your strategies effectively. However, the exact number and names of the stages may vary depending on the type of business. Here are the common stages:

1. Awareness: At this initial stage, potential clients identify a challenge or need within their business. Your role is to make them aware of your solutions by offering informative content and establishing your brand as an industry authority.

2. Consideration: Once aware of your offerings, prospects begin to evaluate different options. Providing in-depth insights, case studies, and comparisons can help position your brand as the preferred choice.

3. Decision: In this critical phase, prospects narrow down their options and make a purchasing decision. Highlight the unique value your solutions offer and provide clear and concise information that supports their decision-making.

4. Implementation: After making a decision, clients transition to the implementation phase, where they integrate your solutions into their business operations. Supporting them with resources, training, and exceptional customer service can solidify their commitment to your brand.

5. Support and relationship management: The vendor provides ongoing support, training, and guidance to the customer to ensure their success and satisfaction

6. Renewal and expansion: The customer renews their contract with the vendor, or purchases additional or upgraded solutions.

B2B Customer Journey Touchpoints

Throughout the customer journey, there are various touchpoints where clients interact with your brand. These interactions play a pivotal role in shaping their perception and experience. Touchpoints can include your website, social media, customer support, emails, webinars, and more. Ensuring consistency and excellence across these touchpoints is key to fostering trust and loyalty.

What Is B2B Customer Journey Map?

A B2B customer journey map visually represents the entire customer journey, highlighting each stage and touchpoint. This map provides an insightful overview of the customer’s path, helping you understand their motivations, pain points, and opportunities for engagement. It’s a strategic tool that aligns your team’s efforts to enhance the customer experience.

B2B Customer Journey Example

Imagine a leading software company specializing in advanced project management tools, catering to various industries. For the sake of this example, let’s consider a potential client, a manufacturing company in need of streamlining its project management processes.

Stage 1: Awareness

The manufacturing company becomes acutely aware of the inefficiencies in its project management processes. The pain point lies in scattered communication and missed deadlines. Their journey begins as they embark on a search for solutions that can address these challenges.

Touchpoints: The manufacturing company comes across blog articles discussing project management challenges, leading them to your company’s educational webinars and informative whitepapers.

Pain points: The manufacturing company is struggling to coordinate projects, leading to project delays and miscommunication among teams.

Actions: They subscribe to your newsletter and attend a webinar that highlights common project management issues and their potential solutions.

Stage 2: Consideration

The manufacturing company investigates different project management software options available on the market as they continue to investigate. They weigh the pros and cons of each solution, evaluating factors like scalability, ease of use, and integration capabilities.

Touchpoints: They engage with your interactive product demos, access comparison guides on your website, and explore case studies from similar manufacturing businesses.

Pain points: The manufacturing company seeks a solution that seamlessly integrates with its existing processes and offers robust reporting features.

Actions: They download a comprehensive e-book from your website that outlines best practices for implementing project management tools.

Stage 3: Decision

After a thorough evaluation, the manufacturing company zeroes in on your project management software as the optimal solution. Their decision-making team recognizes the value your software brings in terms of efficiency and collaboration enhancement.

Touchpoints: They engage in a live online demo where your team addresses their specific questions and concerns. They also engage in direct conversation with your sales representatives.

Pain points: Ensuring the software aligns with their unique manufacturing workflow and facilitates collaboration across teams is their primary concern.

Actions: The manufacturing company’s decision-making team arranges an internal meeting to discuss the financial and operational implications of the software implementation.

Stage 4: Implementation

With the decision made, the manufacturing company embarks on the implementation phase. Your company’s support team steps in to provide personalized training and assistance, ensuring a smooth transition.

Touchpoints: The support team conducts onsite training sessions for the manufacturing company’s employees. Regular follow-up emails and check-ins are established to gauge their progress.

Pain points: Transitioning to a new software solution requires adapting to change, and the manufacturing company faces resistance from some employees.

Actions: The manufacturing company creates a dedicated internal communication channel for employees to share their experiences and challenges during the implementation process.

Stage 5: Support and Relationship Management

Following successful implementation, your company maintains an ongoing relationship with the manufacturing company. Regular communication and proactive support ensure their satisfaction with the software and its integration into their operations.

Touchpoints: Your company sends periodic emails highlighting new features, offers access to webinars for advanced software usage, and assigns a dedicated account manager to address any concerns.

Pain points: The manufacturing company requires assistance in optimizing certain features of the software to align with their evolving needs.

Actions: The manufacturing company provides feedback on user experience and suggests features that would further enhance their efficiency.

Stage 6: Renewal and Expansion

As the initial contract term nears its end, your company engages in discussions about contract renewal and potential expansion of services. Their positive experience with your software motivates them to explore further possibilities.

Touchpoints: Your account manager arranges a meeting to discuss the value they’ve gained from the software and presents options for scaling up.

Pain points: The manufacturing company is cautious about scaling up without disrupting its existing processes and wants assurance of a seamless transition.

Actions: The manufacturing company requests a detailed proposal outlining the benefits and costs of expanding their software usage, and eventually decides to renew and scale up their engagement with your company.

How To Create A B2B Customer Journey Map?

Creating an effective B2B customer journey map involves several steps:

1. Research: Understand your target audience’s needs, pain points, and behavior patterns. Gather insights through surveys, interviews, and data analysis.

2. Define Stages: Based on your research, outline the key stages of your customer’s journey. These should align with the stages mentioned earlier.

3. Identify Touchpoints: Map out the touchpoints where customers interact with your brand. Consider both digital and offline interactions.

4. Emphasize Emotions: Delve into the emotional aspects of each stage. Understand how clients might feel and react at different points.

5. Visualize the Map: Create a visual representation of the journey map. This could be a flowchart, infographic, or diagram.

6. Share and Implement: Distribute the map among your teams, ensuring everyone understands the customer’s perspective. Use the insights to enhance customer interactions.

B2B Customer Journey Mapping

B2B customer journey mapping is the same concept as visualizing the customer journey. Mapping and drawing here means almost the same. Be noticed that it isn’t a one-time task. It’s an ongoing process that requires continuous refinement. Regularly update the map based on customer feedback, changing trends, and evolving business strategies.

B2B Ecommerce Customer Journey

In the context of B2B e-commerce, the customer journey takes on a digital dimension. Online interactions play a vital role, from initial research to the final purchase. Optimizing your website’s user experience, providing detailed product information, and offering seamless transactions is critical for success in this arena.

To create a B2B ecommerce customer journey map, the same steps as for a B2B customer journey map are needed, but you should also pay more attention to the online touchpoints and interactions that customers have with your brand, such as your website, social media, email, and online chat.

Key Insights

  • B2B customer journey involves complex interactions, stakeholders, and touchpoints within organizations.
  • B2B customer journey maps strategically guide teams and enhance customer experiences.
  • The B2B journey unfolds through stages like awareness, consideration, decision, implementation, support, and renewal.
  • Each stage presents distinct challenges and touchpoints.
  • Understanding emotions and motivations is crucial in B2B decision-making.
  • B2B journey maps require continuous refinement to adapt to changing dynamics.
  • Exceptional support fosters lasting partnerships beyond transactions.


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Seyed Morteza Mortazavi
Hi! I am Seyed Morteza, the content expert of the ECN company. I love to share my knowledge and expertise in the E-commerce field with curious businesses or individuals. Visit my LinkedIn profile to get in touch.