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 ...

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 ...

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 ...

In most B2B companies, 90 percent of employees have never met a customer in person. Connecting employees to customers drives more change than any report ever could. And when you pair journey mapping ...

Marketing performance management company Hive9 unveiled a new solution designed to automate the journey mapping process for B2B organizations. The solution analyzes a variety of customer journeys and ...

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 ...

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 ...