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 ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. The business to business (B2B) customer journey is far from linear and straightforward. On ...

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 ...

Among the many measures of U.S. corporate performance is topple rate, or the rate at which groups of leading companies in industries or market indexes changes over time. Multiple studies have found ...

Anyone who has been involved in a B2B sale knows how complicated and frustrating the entire process can be. In fact, CEB asked thousands of senior executives at companies around the world to describe ...

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 ...

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 ...

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 ...