How to Map Your B2B Customer Journey

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What if we told you there was a way to take your customer experience from good to extraordinary without breaking the bank? Well, there is. And all it takes is a little bit more…personality. 

Seriously, today’s customer expects a more personalized B2B experience when making a purchase. And as marketers, the best way to get to know our customers is with Revenue Science. 

The B2B Customer Journey can become very complex quickly. A customer journey map covers all the interactions and touchpoints your customer has with your business, from first learning about your offerings, to post-purchase feedback. Customer maps are a singular tool that can help you create a tailor-made user experience that leaves your customers happy and ready to buy. 

Let’s dive into the benefits of mapping your customer journey and how it’s made simple with Dealtale’s Customer Journey Mapping tool.

Your Customer’s Experience is More Crucial Than Ever

Customer journey mapping allows us to get to know our customers at a molecular level and improve their overall experience. Which is great, because it’s what customers now expect. We live in a digital age, where personalization is not a luxury. It’s the norm. (As it should be!) 

In fact, knowing your customer at a deeper level and providing a customized experience has proved to increase revenue for a variety of companies. Here’s a few facts that you might enjoy about CX: 

  1. Companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience. (Temkin Group
  2. 86% of buyers are willing to pay more for a great customer experience. (PWC)
  3. B2B customers who had a great experience are shown to spend 140% more than those who had bad or less than great experiences. (Harvard Business Review
  4. By 2025, 72% of sellers expect the majority of their business revenue to come from e-commerce sites. (Digital Commerce
  5. 62% of B2B customers are more inclined to make further purchases from a brand that has a good customer experience. (Zendesk

The moral of the story: people want a personalized touch and it’s paying off. 

Scaling a Personalized Experience 

Personalization is all about understanding how you connect with your customers. It’s figuring out how they found you, how often they chat with a sales rep, and what made them ultimately convert. And of course, because we live in a diverse world – every customer journey is a little different. 

But let’s be real, personalizing a customer’s journey at scale is tough. It’s like trying to climbMount Everest. But don’t worry, data science and machine learning can be your sherpa. With the right tools, you can map out the customer journey, analyze their touchpoints, and see what works best in driving conversions. 

By using data science and machine learning, companies can take the guesswork out of personalization and deliver a customized experience to all customers, no matter their unique journey. So, we’ve created a step-by-step tutorial to show you how to map your customer’s journey with Dealtale! With this kind of reporting, you’re able to optimize and personalize your customer experience which leads to business growth and happier customers. 

Step 1: Sign up or Log in

Let’s start this tutorial off easy. The first step is to either log in to your Dealtale account or sign up for a free trial. If you want to try it out for yourself, you can sign up for a 2-week free trial by clicking here.

Step 2: Locate Journey Option

Once you are logged in, you’ll want to click the “Create” tab and under “Reports”, you’ll see the “Journey” option. 

Step 3: Creating a Goal

Once you’re in the “Journey” tab, we’ll start by creating a goal and then individual events (or marketing channels), that represent each touchpoint in the journey. 

First, you select your goal. For this example we will use Salesforce Closed-Won opportunities so that we can look at the path taken by those that became a paying customer. 

During this step, you’ll also want to name the goal (be brief and descriptive), select the appropriate time dimension and then identify a date range. For this example, we want to pick the close date over the last 30 days. 

Step 4: Add events to Analyze

Next, we will need to add events. Event is just another name for marketing channels. So here, we will want to see website visits in our customer journey map. To do that, we will need to add an event specifically for web traffic. 

Create a new event by selecting objects from any of your connected platforms. Then you can use the filters to fine-tune the event, choose a value (e.g. utm source) to break down the data further  and create a name which easily describes it. 

Step 5: Analyze the Results 

Bam! Once you’ve added all your events – you should be able to see a journey that represents the path in chronological order that has been taken by each user that became a customer. 

Note: The customer journey report shows successful journeys. Meaning it only shows customers who converted, churned users aren’t reported on.

This journey gives a bird’s eye view on what are the most common paths that led to an opportunity. You can hover above different parts of this path to drill down into more details like, the sales reps name, the number of opportunities associated with them, and so on.

If you’re looking at this journey, you can start thinking about moments of personalization. For example, you’ll see lots of moments of sales engagements and email campaigns – all which can be more tailored to the user. The more opportunities for a more personalized experience can help reduce the amount of touchpoints a user has before conversion (or adding touchpoints where necessary), creating a more streamlined customer journey. 

Improve Customer Experience With Dealtale’s Marketing Insights

That’s it! You now have your hands on a customer journey map, now the real question is: how are you going to use this data to improve your customers experience?

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