B2B Customer Journey Mapping

Customer Journey Mapping by Cascade Insights

Learn who is involved in making purchase decisions and what motivates them to buy. Map your way to the top of the vendor shortlist.

B2B buying decisions are complex.

Several people are involved in narrowing a shortlist of vendors to consider and deciding whether or not to make a purchase. To understand B2B buying decisions, you need to know these buyer personas and how they interact. That’s where we come in.

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.

Get the answers you need. Our B2B tech expertise gives us the context to ask the right questions of the right people.

The Right
People

  • 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

Such as…

  • 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?