infographic showing the customer journey

The B2B Customer Journey Explained

Every B2B marketer knows that getting inside a potential customer’s mind is crucial. The customer journey maps out this process, helping businesses understand how their prospects think and act at each stage of the buying process. By grasping these insights, companies can develop targeted strategies that resonate with their audience and drive successful outcomes.

The customer journey is an exercise in understanding the mindset and behaviors that prospects go through when buying a product or service, particularly in the business-to-business world. Marketers and sales teams use the customer journey to create targeted, compelling marketing strategies.

In this video, we cover what the customer journey is, what is different about each stage, and why this is one of the most important things companies can do to get a strong ROI on their marketing efforts.

Video Transcript (edited for clarity)

Marketing is ultimately about increasing sales. To achieve this, you need to get three things right: knowing who you’re talking to, where they are, and what you’re saying. Many companies struggle with these aspects, often relying on platforms and algorithms to dictate channels and budgets. This can lead to advertising on irrelevant channels, messaging that fails to communicate value, and rising customer acquisition costs.

In this video, I’ll introduce you to the concept of the customer journey. This exercise helps marketers understand the mindset and behaviors of their prospects at different stages of the buying process. By grasping these aspects, your marketing can transform from random and confusing to targeted and effective, ultimately driving more qualified leads and sales.

The customer journey is an exercise in empathy. It helps us understand the mindset and behavior of our ideal customers when they’re buying a product or service. Traditionally, this journey starts from being unaware of having a problem, progresses to making a decision, choosing a product, and eventually becoming a loyal customer, increasing retention rates. It’s crucial to have a strategy for each stage since the marketing used at one stage may not be effective at another.

Before we go further, it’s important to note that the customer journey is not always linear. Some people refer to it as a funnel, but a funnel suggests a linear path from the top to the bottom. The customer journey, however, is more complex. We don’t control where customers first interact with our brand. Some may be ready to buy, having done their research elsewhere, while others might be very early in the buying process. Therefore, you need a strategy for every stage to avoid gaps.Every B2B marketer understands how important it is to grasp their potential customer’s perspective. Customer journey mapping helps businesses comprehend how their prospects think and act during the buying process. This insight enables companies to develop targeted strategies that resonate with their audience and drive successful outcomes.

With A Customer Journey Without A Customer Journey
A clear understanding of who you're targeting (ICP)
Not sure of who your ideal prospect is
Full-Funnel marketing strategy
Marketing strategy that has gaps
Relevant messaging for each stage of the journey
Single-message marketing for 1-2 stages only
The data shows clearly what's working and what isn't
Unclear data and lack of insight

This journey isn’t just about digital marketing like SEO, PPC, and keywords. It informs all types of marketing across various channels. By understanding the customer journey, you can create a comprehensive marketing plan with no gaps, ensuring you’re present wherever your prospects may be. It also provides a way to measure your efforts, aligning channels and messaging for better outcomes.

Let’s go through each stage of the customer journey, along with examples of effective content and marketing strategies for each.

Stage 1: Problem Unaware

At this very top-of-funnel stage, prospects aren’t yet in the market for a product. They are unaware of their problem. Our goal here is to find audiences likely to need our solution, targeting them with information-heavy content and advertising. Tools like Sparktoro can help identify where your ideal audience spends time. It’s important to measure your efforts frequently to ensure positive engagement.

Stage 2: Problem Aware

Prospects are now aware they have a problem and are researching solutions. Here, our content should persuade them that our solution is worth considering. Focus on becoming a go-to resource through SEO, educational YouTube videos, and other informational content. This stage is competitive, so a long-term strategy is essential.

Stage 3: Solution Aware

Prospects have decided on the type of solution they need and are looking for specific products. Ensure your presence wherever prospects might search, both on your website and other relevant platforms. PPC and SEO are crucial here. Highlight your product’s unique features and benefits to make it stand out.

Download the slides here:The B2B Customer Journey.

Stage 4: Product Aware

Prospects have a shortlist of products, and your marketing needs to set you apart. Use comparison pieces, feature pages, case studies, and testimonials to showcase why your product is the best choice. Emphasize ROI and unique selling points.

Stage 5: Decision

At this stage, prospects are ready to buy. Remove any friction in the purchasing process with easy contact pages, clear pricing, demos, free trials, and more. Case studies and testimonials should be data-driven to reinforce the decision to purchase.

Stage 6: Retention

Once prospects become customers, focus on retaining them. Use resource libraries, webinars, continuing education, feedback surveys, and customer spotlights to keep them engaged. A strong retention strategy can reduce churn and enhance the value of your overall marketing efforts.

By following these steps and understanding each stage of the customer journey, you can create a more effective and comprehensive marketing strategy that drives sales and builds long-term customer relationships.

Picture of Austin Cline

Austin Cline

Austin Cline is the founder and principal at He is actively involved in the SEO community and frequently writes about the intersection of great content marketing and search engine optimization. You can connect with him on his LinkedIn and sign up to get his posts to your email by joining our email newsletter.

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