B2B Buyer’s Journey Mapping
What do you need to do to turn a website visitor into a buyer?
The Right People for B2B Buyer’s Journey Mapping
- Each buyer persona that makes purchase decisions in target companies.
- Your current customers.
- Potential customers.
- Competitors’ customers.
- Partners.
- Your sales team.
- Former members of rival sales teams.
The Right Questions B2B Buyer’s Journey Mapping
- Which buyer personas make B2B purchase decisions in the target market?
- What is the key buying criteria for each persona?
- How much does marketing influence the buyer’s journey? Sales efforts?
- What criteria is used for narrowing down a shortlist of vendors to consider?
- How often are you losing deals? Why?
- Do buyer personas prefer to buy “best of breed” solutions or to stick to a single platform?
- How much does price factor into the decision to buy?
- What sort of support models do customers prefer?
- How often is each buyer persona interacted with during each stage of the buyer’s journey?
- How often are the buyer personas interacted with post-purchase?
- Do competitors offer a different level of interaction?
- Do implementation problems harm brand loyalty?
- How do customers measure successful implementation?
Market Research Methodologies
- In-depth interviews (in-person & online).
- Focus Groups (in-person & online).
- Web Surveys.
- Online research communities.
- Quantitative studies.
- Social Media / Online Community Analysis.
- Longitudinal Research (Communities, Diaries, etc.).
- Secondary research.
Your tour guide through the wilds of B2B…
B2B buying is complex. Several people are involved in narrowing a shortlist of vendors to consider. One person may sign the check, but many are involved in deciding whether or not to buy.
To understand B2B buying decisions, you need to know your buyer personas and how they interact.
That’s where we come in.
Understand B2B buying in customers’ natural habitats.
With our B2B customer journey mapping, you can learn:
- The buyer personas involved in decisions to make B2B purchases.
- What gets vendors onto the shortlist.
- The key buying criteria that motivates a purchase.
- What inspires continued brand loyalty post-purchase.
What It’s Like To Work With Us
Sean and his colleagues at Cascade Insights have consistently delivered great work for us. Relative to a lot of vendors I’ve worked with, the Cascade team did a great job of taking high level, somewhat ambiguous guidance (from me), and turning that into creative, effective deliverables.
– Microsoft
They’re easy to work with, comprehensive in what they deliver, and have a zeal to provide outstanding customer service. I would recommend Cascade Insights to any company, big or small, and in any industry.
– Symantec
Get in Touch!
B2B Revealed Podcast
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.