The customer journey B2B is far more complex than in consumer sales. It involves numerous touchpoints with the brand and often involves several people on the customer’s side. Understanding the customer journey B2B enables better planning of marketing and sales activities.
Is there a shopping journey?
This is the entire process a customer must go through, from the moment they become interested in a product until they take up the offer. The customer journey – or, more precisely, its individual elements – will vary depending on the product or service being sold. Every industry will have its own distinctive elements within the customer journey. The entire customer journey consists of a series of elements that must work together to ensure the customer leaves satisfied; along the way, it is essential to address the customer’s concerns and make it as easy as possible for them to make the right decisions.
Why is the customer journey so important?
As we have already mentioned, this is a process that essentially encompasses the entire journey a customer must undertake, from the moment they first learn about a product right through to the completion of the transaction. It is therefore easy to understand that without a good customer journey, sales will not be successful. It thus has a key impact on how many services or products are sold. The customer journey essentially comprises all the elements a customer may encounter whilst making a purchase. That is why it is essential to ensure that it is designed in such a way as to encourage purchasing decisions.
Differences between the customer journey on B2B and B2C
For individual customers, when it comes to products – that is, shopping on online stores – the process is exactly the same. First, the customer lands on the shop’s website by clicking on an advert or via search results, or perhaps through another channel. They then select the item they’re interested in on the shop’s website, add it to their basket, go through the next few pages to complete the purchase, and wait for their parcel to arrive. Of course, if you’re selling products to businesses, you can also use some form of online shop, and the purchasing journey will be similar. So the differences will depend more on the specific nature of the product or service itself than on who the customer is. Although, of course, this will also influence what the purchasing journey looks like. Individual customers often make impulse purchases. In the case of purchases made by business customers, this is often not possible, as the decision must be made by several people, and the purchasing process itself is more complex. However, it is important to remember that in both cases, it is simply a person making the purchase. They are therefore driven, to a certain extent, by the same mechanisms.
Where should I start?
In this respect, there will be no difference between a customer from B2B and one from B2C. The most important thing, first and foremost, will be to get the customer to make a purchase in the first place. So, the key will be to reach them with your offer. To a certain extent, the same channels will work here as for individual customers. You can therefore drive traffic to your sales or company website via Google Ads or SEO. A blog or social media adverts will also work well. It’s a good idea, as in the case of customers at B2C, to also create storytelling and build brand recognition. However, for B2B, it’s worth promoting the brand through other channels as well. For B2C, this might include influencers, for example, whilst for B2B, a good option is to do so on LinkedIn as well.
The next stages
The specific nature of the service or product on offer will be very important here. The next stage may be carried out on the website itself in a similar way to an online shop – that is, by placing a specific order – though it may also take a different form. Sometimes this will be a form where the customer enters the order details, but it may also be a form simply for providing their contact details. In other cases, it will involve direct contact. Each situation will be different and will depend on what is being sold.
Personalisation
This is the most important aspect of sales. This applies to both B2C and B2B. However, in the case of B2B, it can be taken to a much higher level. This is because it is possible to profile the customer much more effectively. When dealing with individual customers, one always targets a particular group of people who differ from one another to a greater or lesser extent. Business clients are usually companies we wish to reach either directly – meaning we know their name – or we have a very narrow group of companies that have a need for a particular good or service. Their profile is therefore very well known, and it is possible to tailor the offer to them.
Ways to get in touch
In the case of individual customers, direct contact with the customer will rarely be necessary. Most information can be provided and any queries addressed via the website itself. With business customers, however, the situation will be quite different. It will therefore be important to have various forms of contact available. For some clients, it will be sufficient to ask a few questions via a few or a dozen or so emails. Others, on the other hand, will want to call, whilst others still will prefer a video call. Of course, there may also be those who wish to meet in person. Regardless of the format of the meeting, there are a few rules that must be followed every time. Personalisation in such interactions is key, as is presenting your offer effectively. This means you shouldn’t talk about your company, but rather about how the service or product you’re offering can benefit the client. How it will save them time and money, or increase the efficiency of their operations. These three benefits are crucial for any business; if you can address them – or even just one of them – success in such conversations becomes much easier. It’s also worth knowing what you do better than the competition and showcasing your company’s processes so that the client can see just how professional they are.
Summary
The customer journey B2B describes the decision-making process of a business customer from initial contact through to purchase. Analysing this journey makes it easier to tailor communication and sales tools.
Questions and Answers
What is the ‘B2B’ customer journey?
The customer journey B2B is the entire path that a business customer follows before making a purchasing decision. It covers the stages from recognising a need to selecting a supplier.
Why is the customer journey at B2B more complex?
This is because purchasing decisions are made collectively and require an analysis of costs, risks and benefits. The process takes longer and involves more touchpoints.
What stages does the B2B shopping journey involve?
The most common stages are: identifying a need, research, comparing offers, making a decision and implementation. Each stage requires a different type of communication.
How does the customer journey influence ‘B2B’ marketing?
It enables you to better tailor content and communication channels to the stage the customer is at. This increases the effectiveness of marketing activities.
Can the customer journey at B2B be analysed?
Yes, using data from CRM, marketing automation and analytics. Analysis enables us to optimise the sales process.