Do we really have to spend so much time defining customer personas? The question came up during a recent customer journey mapping workshop with a B2B organization. Some considered the amount of time ...

Many B2B companies have recognised the importance of creating detailed maps of their organisational structure. These maps usually set out the organisation’s processes, who reports to whom, IT systems ...

Much like the way to Mordor, the B2B customer experience journey isn’t as straightforward as one might think. A one-size-fits-all approach simply doesn’t work anymore, and there are various obstacles ...

The business to business (B2B) customer journey is far from linear and straightforward. On occasions, it can get really messy. This is when a potential customer could give up and abandon the customer ...

Online shopping is a dynamic experience for customers, sparked by the awareness of a specific need or desire. As explored in “Mapping the customer journey for SEO and marketing success,” understanding ...

This article builds on my previous one, emphasizing the importance of aligning SEO with the customer journey, specifically for companies that provide software as a service (SaaS) that market to other ...

Customer journey mapping has been a hot topic for some time. Trying to understand how the customer interacts with the brand or company—the touchpoints—can ideally help marketers better understand ...

According to the wisdom of this episode's guest, Pam Didner, the customer journey is best approached by B2B marketers not from the customer's perspective but from consideration of the touchpoints they ...

Just how important is it that businesses understand how customers interact with or feel about them, or be able to identify the "moments that matter" in customer interactions? Well, without that ...

Some B2B companies are still struggling to get their customer journey management initiatives off the ground. A few steps to get started. Customer journey management and orchestration started as a ...

When it comes to marketing, you’ve probably lost count of how many times you’ve heard the word “customer.” Or the word “journey.” Heck, you may have even heard the term “mapping” more than a few times ...