B2B Customer Journey Mapping: Enhancing User Experience

For business-to-business (B2B) organisations, customer experience (CX) is of utmost importance. Buyers see customer experience as a critical difference, and manufacturers and distributors are looking for ways to differentiate their products. Having a visual picture of your sales process is helpful when generating and maintaining buyer experiences. A business-to-business customer journey map provides this type of visual aid.

Discover what a B2B customer journey map is and how to create one in this comprehensive guide. LinkedIn Outreach Agency can help you create a B2B customer journey map.

What is the B2B Customer Journey Map?

The B2B customer experience journey has no end; it begins when a potential buyer learns about the brand and extends to the final thank-you email received after placing an order.

There are a lot of processes and stages that clients will go through in between. Every person’s path is unique.

Journey maps document all the touchpoints in the B2B customer journey, resembling how flowcharts or workflow charts illustrate the usage of a program or the execution of a task. Imagine it as a plan that details every step of the B2B client journey.

In business-to-business (B2B) sales and marketing, the customer journey blueprint is like a construction blueprint in that it helps the digital teams, sales, and contractors understand the interplay between many systems that go into making a building.

The buyer may experience friction, an impediment, or an idea that would drive them to abandon the journey; therefore, it is necessary to identify pain points in addition to touchpoints. All points of contact, both before and after the sale and at the company’s decision to terminate the connection, are part of this.

How do you map the content of a customer journey?

To create a customer journey map, you need customer data. Gather information from sales, marketing, customer service, and IT, among others, since they are the first points of contact with the consumer. Identifying the steps of the client journey that are important to your company is the next phase. Often referred to as the “buying funnel,” these stages usually consist of four steps: awareness, education, purchase, and retention.

You can start to connect the customer’s thoughts, feelings, and behaviors to each stage once you’ve identified them. B2B purchasing processes are often non-linear, so bear that in mind. Purchasing groups consisting of six to ten stakeholders or decision-makers (or more) might iteratively visit each touchpoint and then return to the beginning to compile their findings.

On average, each buyer compiles four or five pieces of data. Gartner estimates that purchasing groups collect 24–50 items of data that need evaluation, analysis, and discussion.

The first step in developing a client journey map for your company is to follow these steps:

Define target customers

Before you can create a buyer persona to map, you need to have a firm grasp of their demographics, behaviour patterns, motivations, objectives, and triggers.

Visualise the path of B2B buyers using data

We’ve gone over the significance of data before; it will serve as the basis for your travel map. To get a complete picture of your customer’s journey and interactions at each touchpoint, you should combine quantitative data (website traffic, conversion rates, time on page, etc.) with qualitative data (surveys, focus groups, interviews, etc.).

Qualitative data sheds light on the motivations behind people’s actions, whereas quantitative data reveals the actions themselves. Qualitative data, typically presented in text form, frequently serves as the sole means of revealing obstacles, problems, and knowledge gaps.

Compile a list of all content categories and touchpoints

Starting with the first point of contact and continuing through any subsequent interactions, make a note of each touchpoint using the information you have collected. Classify the material kind, objective, and structure for each one.

Create a customer journey map

Making a journey map is the next logical step after finishing the preceding phases. Put each interaction into a logical progression that demonstrates the customer journey from discovery to recommendation.

Take this scenario: What page does a user see when they click on your website link in an email? What does the call to action or messaging consist of? What changes as they navigate through the site or complete additional activities (like making a purchase)?

Locate sources of difficulty and impediments

Locate the points of friction and pain by examining the customer journey map more closely. Such things are impediments that clients must overcome to have a pleasant customer experience. Problems with site navigation, lengthy wait times for replies to customer support questions, and ambiguous pricing messages are major causes of friction.

When you have collected all the necessary information from your travel map, you may make a visual representation using colours and comments that combine quantitative and qualitative data.

Making a B2B customer journey map might help you identify areas where content is lacking or where different touchpoints aren’t collaborating. The next step is to develop content that is suitable for each stage of the buyer’s journey and then provide it to the client in the format and timing that they want. 


If you want to draw a detailed picture of the B2B customer journey, you need to know your buyers inside and out and how they engage with your product and brand. You may make a customer journey map that shows your users what they need at each step of the purchase cycle by tailoring these stages to your business and consumers. You can get help from a linkedin lead generation agency to assist you in creating a customer journey map.


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