Did you know that 77% of B2B buyers believe their latest purchase was more complex than needed? 

In today's fast-paced business world, understanding the B2B customer journey has become more critical than ever. 

Unlike the relatively straightforward process of the B2C customer journey, the B2B journey can be more complex and involves multiple decision-makers. 


You're dealing with more complex circumstances and probably in for a ride, considering that negotiating with a group can be more challenging than it would be if you're dealing with one person.

Don't fret! 

We won't present issues with no solutions. 

This article will dive into the various stages of the B2B customer journey and explore effective strategies for optimizing customer experiences to drive sales and establish long-lasting customer relationships.

Does that sound like something you’d like to learn? 

Let's dive right in!

What is a Customer Journey Map? 

A customer journey map comprehensively illustrates a customer's experience with a company, starting from the initial encounter with the product or service to the post-purchase support.

Companies can better understand the various stages and touchpoints that customers go through by identifying areas where they can improve the customer experience.

For perspective, customer journey mapping results in a 54% greater return on marketing.

Customer journey mapping statistic

Think of it as a timeline that shows each step of the customer's journey, from when they first hear about the company's product or service to when they become a loyal customer. 

It includes all the times a customer interacts with the company, such as when they visit the website, talk to customer service, or use social media

Creating a customer journey map can provide valuable insight into your customers' desires, pain points, and potential obstacles during the purchasing process.

By doing this, your customers can have a better experience, increasing sales and a stronger bond with them.

About 52% of marketers adapt their strategies and tactics based on customer interactions and feedback; make sure to join in and do the same since it proves effective. 

Before going further, let's differentiate B2B and B2C customer journeys:

How B2C and B2B Customer Journeys are Different

Like B2B vs. B2C marketing, customer journeys for these two are also different. 

B2C and B2B customer journeys refer to businesses' various approaches when selling their products or services to consumers or other companies.

B2C (business-to-consumer) companies typically sell to individual customers looking to buy something for personal use. The focus of the B2C customer journey is on establishing an emotional connection with the customer and making the purchasing process as simple and streamlined as possible. 

Businesses frequently use advertising and marketing campaigns to raise brand awareness and attract new customers. They may also use free shipping or discounts to entice customers to buy.

B2B (business-to-business) companies, on the other hand, sell their products or services to other businesses. The B2B customer journey focuses on developing a relationship with the customer and understanding their business needs. 

Buying processes that involve multiple decision-makers and a longer sales cycle are often more complex.

By addressing the specific needs of their B2B customers, businesses will frequently use tactics such as personalized B2B marketing and tailored solutions.

See the differentiation table below to understand more about the points above:

 B2B vs. B2C customer journeys

So, the primary distinction between B2C and B2B customer journeys is the emphasis on creating an emotional connection with individual customers or building a relationship with other businesses based on their specific needs.

Understanding these distinctions is critical for companies developing effective strategies to target and engage their desired customers.

I'm sure you're thrilled to know the benefits of mastering the B2B customer journey map. Read on:

The Benefits of a B2B Customer Journey Map 

A business aiming to enhance its customer experience might gain many advantages by developing a B2B customer journey map.

B2B Customer Journey Map

Learn Your Customer

First and foremost, a B2B customer journey map assists businesses in understanding their customers' needs and expectations throughout the entire purchasing process.

Companies can find areas where they may be lacking and make adjustments to create a more seamless customer experience by mapping out the customer journey.

Customer Needs

A B2B customer journey map can also assist businesses in finding chances to cross-sell or upsell their goods and services. 

Companies can enhance sales and revenue by providing different products or services that may interest customers by understanding their requirements and preferences.

Identify Pain Points/Roadblocks

A B2B customer journey map also has the advantage of assisting businesses in identifying potential stumbling blocks or pain areas in the buying process. 

Companies can improve their procedures or provide customer support by learning where they are confused or frustrated, making the purchasing experience easier and more effective.

Customer Loyalty

Ultimately, a B2B customer journey map can assist businesses in forging closer bonds with their clients. 

Companies may build loyalty and trust with their consumers by understanding their wants and preferences and offering a more personalized experience. 

This will ultimately result in long-term commercial partnerships and an enhanced customer lifetime value.

Thus, businesses wanting to enhance customer experiences and spur business growth can gain a lot of advantages by developing a B2B customer journey map.

Knowing the benefits is immediately followed by wanting to create a good customer experience to guarantee your success. Find out how to do that here:

The Importance of Creating an Exceptional B2B Customer Experience 

In B2B, you don't sell their products or services directly to consumers. Instead, you sell to other businesses, which means the customer experience differs from the B2C world.

Notably, a staggering 86% of customers are willing to pay a premium for exceptional customer service, and 74% of consumers are at least likely to buy based on experiences alone.

Statistics on customer experience

Creating an exceptional B2B customer experience is vital for several reasons:

Build Customer Loyalty

Providing an excellent experience to your B2B customers can increase their loyalty, leading to continued business with you and ultimately increased revenue.

Generate Referrals 

When satisfied, customers are more inclined to recommend your business to others in their industry or someone with the exact needs, which can help you expand your customer base.

Stand Out From the Competition

In today's competitive marketplace, standing out from the crowd is essential. To distinguish yourself from the competition and acquire more customers, prioritize outstanding customer experiences.

Increase Revenue

When you create a terrific customer experience, customers are likelier to buy more from you and remain a client for a long time, which might eventually increase your bottom line.

Improve Customer Satisfaction

Finally, providing an amazing B2B customer experience is critical for increasing client happiness. When clients are happy with your service, there are higher chances of them returning for future transactions and referring you to others.

For instance, clients are willing to pay a premium of up to 13% (and even up to 18%) above the standard price. In addition, 49% of buyers have admitted to making impulsive purchases.

In the same study, you can see that as a result of these extremes, 88% of businesses are now placing a higher priority on the customer experience within their contact centers.

Customer satisfaction statistics

Creating an exceptional B2B customer experience is essential to running a successful business. 

By focusing on your customers' needs and providing excellent service, you can build loyalty, generate referrals, differentiate yourself, increase revenue, and improve customer satisfaction.

The B2B Customer Journey Stages

Here are the stages of the B2B customer journey:

B2B Customer Journey Stages


The first stage of the B2B customer journey is awareness. The company is becoming aware of a problem or need at this stage.

They may research or talk to colleagues to better understand the issue.


The second stage is consideration. At this stage, the business has identified its problem or need and is considering potential solutions. 

They may be looking at several suppliers or service providers to see which suits their wants and needs best.


The third stage is the decision. At this stage, the business has decided on a solution and is ready to purchase. 

They may be finalizing the purchase details, negotiating pricing, or signing a contract.

Purchase and Delivery

Customers will buy what they want once they have made a decision. 

At this point, you must be an expert in purchasing and delivering products and services to meet all your customers' needs.

Support and Retention

If customers make and are happy with one purchase, they are more likely to return for another or renew their agreement. 

Building great experiences at the beginning of the customer journey will make this stage easier to reach. 

However, the ongoing experience must still meet customer expectations if you want to build loyalty over time.

Growth and Expansion

Customers may extend their relationships with your company into other spheres and renew existing agreements with you when you provide upselling and cross-selling items and services. 

Because of their favorable experiences, customers are more likely to recommend your brand once they have consistently come back to buy or renew. 

Esteban Kolsky claims that if a customer had a good experience, 72% would tell six or more others about it. But, if a customer is unhappy, 13% will tell 15 or more others about their negative experience.

Statistics on feedback

This stage broadens the client base and gives new customers' initial buyer journey phases more credibility.


People stop buying things and services for many reasons, which may seem perfectly reasonable. 

Even if they are happy with the company, 50% of clients will only use a company's website if optimized for mobile use.

Website optimization for mobile impact

How you handle this process and the impression it gives the customer can significantly impact whether they will return in the future.

Hence, each stage is important in the B2B customer journey.

You must understand where your customers are in the buying process so you can provide them with the support and details they need to make informed decisions and have a pleasant experience with your goods or service.

How to Create a B2B Customer Journey Map

Mapping out the B2B customer journey involves identifying the stages a business goes through when purchasing products or services from another company. 

Here are the steps to map out the B2B customer journey:

How to Create a B2B Customer Journey Map

Create your Buyer Personas

By developing a buyer persona, you can see your journey from your target customer's perspective. 

You can construct unique personas to represent various buyers from various businesses and then evaluate the effectiveness of your customer journey for each persona based on their specific characteristics. 

You will want to design personas that consider different demographics, pain spots, preferences regarding technology, and general requirements.

Set your Buyer Goals

Before you can set your buyer's goals, you need to know what they need. 

By finding out what your B2B clients want and need at every point of contact, you can set goals that specifically address each need. 

It is essential to understand their desires, the questions they have, and the problems they are facing. Ensuring that your goals align with these needs to achieve optimal results is crucial.

According to 45% of consumers, they are willing to pay extra for products and services if it means getting better service.

Statistics on better customer service

Hence, define the customer's goals for each customer journey stage. 

This includes comprehending what they are attempting to accomplish at each stage, whether it is better understanding their problem or need, comparing different solutions, or purchasing.

Create a Flowchart for your Buyer's Journey

Make a flowchart of your buyer's journey based on the touchpoints and the customer's needs. These steps generally consist of the following steps: understanding, deliberation, action, and assessment. 

Still, your industry and your customers' needs may necessitate additional or distinct stages in the customer journey.

Evaluate the Touchpoints on the Journey

Identifying a B2B customer's various touch points with your company is crucial to comprehend the customer's journey. 

Touchpoint describes any time a customer interacts with your business, whether digitally or in person. Look at this graph to understand your customers better and perform well when trying to reach them:

important attributes of the customer experience

Identify Any Bottlenecks and Pain Points

In addition to the desired outcomes, consider any difficulties your customers might encounter at each point. 

The issue could be anything from needing more information to unclear pricing to trouble with actual implementation.

Customers' most common reported issues are navigation, site search, and load times.

It is unlikely for companies with websites that are not optimized for mobile devices to be recommended by 57% of consumers.

common customer complaints

There is a significant gap that requires attention.

Customers will become frustrated if they can't easily explore your website and locate what they want. You also lose them.

Look at Points Where You Can Add Value

Finding the cause of an issue is the first step toward fixing it. In addition to improving customer support using chatbots, you can use AI to personalize the entire buyer's journey. 

So don't only focus on the negative; consider alternative solutions. 

Is the customer interested in products or services that you also sell?

Is there a way to create loyal customers by just providing memorable experiences?

Solicit Feedback About the Customer Journey

Since they interact with clients daily, your personnel should clearly grasp what does and does not work. 

77% of consumers view brands more favorably if they seek out and apply customer feedback.

brands and customer feedback 

Use these guide questions if you're unsure where to start:

  • Does anyone in the group have suggestions for enhancing the purchasing process?
  • What are you doing regarding the employee's emotions? 
  • Have they been equipped with everything necessary to provide outstanding service?

Take a Look at the Qualitative Data

You may learn much about the B2B journey by soliciting customer input. 

Your reps and agents follow up with customers or set up automated surveys. 

These surveys allow you to collect more detailed data and replies. 

When studying statistics, it's simple to forget the 'person' hidden behind the figures. With the aid of consumer feedback, you may win over devoted clients.

Review Quantitative Data

Purchasing groups can simultaneously access various alternatives and fixes as they create new products, suppliers, and services.

Due to these dynamics, customers are finding it more and more difficult to make transactions. Nearly 77% of the customers polled by Gartner reported that their purchase could have been more challenging or exceedingly complex.

Purchasing difficulty and B2B buyers

To further understand why your customer's purchasing habits, ask yourself:

  • Are buyers leaving the journey often at the same point?
  • Where do they stop making progress or get stuck? 
  • Check out the information from different sources.
  • Are there problems with some channels? 
  • What medium is best-driving engagement? 
  • Is your marketing in line with how long it takes to make a sale?

Fix Any Roadblocks to Your Ideal B2B Journey

You should provide solutions to solve their pain points and help the consumer achieve their goals at each stage of the process. 

This could include providing more detailed information on your website, creating educational content to help customers better understand your product or service, or providing training and support during the implementation phase.

Hence, satisfying B2B consumers is to grasp their needs thoroughly and wants through careful route mapping. 

For better ease, 43% of customers would pay more, and 42% would pay more for a warm, inviting environment. Additionally, 65% of US consumers believe good customer service is more impactful than effective advertising.

Positive experience vs. advertising

By learning about your consumers, assisting them in creating clear objectives, and alleviating any problems they encounter, you can earn their loyalty and increase your chances of long-term success.

The Post-Sales B2B Customer Journey 

As a business, you are often only concerned with the first few moments of interacting with a potential buyer (the buyer journey). However, the post-sale phase of the client journey needs to be more valued. 

If you don't incorporate your customers' insights into your client retention plan, no amount of customer satisfaction surveys will be helpful to your company. 

Nearly 48% of retailers employ post-purchase communications (such as tracking updates and surveys) to encourage client retention. 

Post-purchase communication for customer retention

Beginning with the purchase phase and continuing through the growth and expansion phases described above, the post-sale customer journey must provide good experiences that meet, if not exceed, customer expectations.

When considering how to keep customers happy after a sale, keep the following items in mind as must-dos:


The quality of the first product or service delivered and implemented heavily influences customer retention.

By this point in the customer's journey, your business must fulfill its promises, or the customer will become dissatisfied. The final product must align precisely with the client's original request.

In a GetApp poll, 59% of businesses who participated said they tailored their consumer outreach efforts by recommending products based on past purchases.

You must deliver your product or service to the user in an easy-to-use style while still maintaining its quality.


The accessibility of support is essential to the customer experience. 

Each consumer does not require a unique customer journey map or persona. 

Instead, according to Gartner research, concentrate on your most devoted or existing clients with the biggest expenditure and expansion potential. 

Engagement, frequency of purchases, and curiosity about new things are just a few of the characteristics that influence expansion potential.

Providing the right help option at the right time can differentiate between losing customers and retaining them.

Ensuring that you get this step right is crucial for guaranteeing swift and efficient handling of issues, whether you offer digital support through FAQs, self-service information centers, or provide distinctive, individualized customer service options. 


Customers who have previously interacted favorably with your business and come to trust it are more likely to re-up. 

Yet rather than just offering general solutions to problems, your employees must become knowledgeable about the particular demands of each consumer to upsell and cross-sell products successfully.

46% of the retailers surveyed by GetApp are reaping the benefits of implementing a loyalty or referral program.

benefits of implementing a loyalty or referral program

On the other hand, Gartner's research shows that most loyalty programs are doomed to fail because they try to make everyone happy. Because of this, you might lose high-value customers and hurt your efforts to keep them as customers. 

When giving customers who want to renew their subscriptions personalized options, customer information is essential.

Planning the post-sales B2B customer journey and providing the proper support and communication may make your customers happy and turn them into brand ambassadors.

How to Improve Your B2B Customer Journey

Discovering the weak points in your current B2B customer journey and working to strengthen them is an essential step toward improving the overall journey. 

Ways in which you can enhance your B2B customers' experiences are as follows:

Create Buyer Personas

Making a list of your client's projects is a great place to start.

What exactly are you expecting from them? 

Consider your contact's role in decision-making at their company, the business demands they face, and their position within the company.

Stay Focused on Your Content Creation

Over half of all B2B customers read at least eight pieces of content during the acquisition process, and 82% of buyers watch at least five pieces of information from the vendor before purchasing. 

Statistics on content creation for B2B

Each piece of content should serve as a springboard for the next step you want your buyers to take, advancing your prospects' journey. 

Organize your material around the concerns your target audience has.

Identify and Remove Roadblocks

Narrow down the customer's journey and look for possible roadblocks so you can make targeted changes that will reduce friction and improve results. 

The most straightforward strategy to boost sales is often to be near the point of sale.

Qualify Your Leads Properly

Any form submission may be a better lead. Forcing a lead through the process before they're ready will ultimately affect everyone, including your business.

Get Onboarding Right

Your company's onboarding procedure must run as efficiently as possible. By doing this, you may stand out from the rest of your competition and open the door for your clients to be successful.

Stay Front of Mind

It is important to keep helping the clients you already have. 

Maintain contact with them to keep them interested, keep them posted on the status of things, and give them access to valuable reports.

Also, make sure that you let people know about the dates of the renewals on time.

Using these measures to enhance your B2B customer journey will allow you to provide a better service to your clients, increasing customer loyalty and retention.

Enhance Your B2B Customer Journey With AI bees

Ready to take your B2B customer journey to the next level?

Look no further than AI bees! 

Utilizing AI to automate tasks, customize experiences, and offer proactive support can result in a smooth and pleasant customer experience that distinguishes your company from others.

Enhancing your B2B customer journey with AI bees can be a game-changer for your business. 

Don't wait to give your customers the experience advantage they deserve - try AI bees today!