Accelerate B2B Sales by Understanding the Customer Journey

The customer is the most important component of Sales. Without knowing the customer and his journey, you cannot enhance Sales. Hence, knowing the customer journey has become imperative if you want to succeed in B2B Sales and Marketing today.

What is a Customer Journey?

The customer journey or buyer’s journey is the complete lifecycle of purchase right from the awareness stage to the actual buying stage. This lifecycle can give a lot of insights about the buyer which the marketers can put to use at different stages. It could be any information about the buying history, inclination, intentions of buying, timing, influences, digital footprints and more. This data can prove to be very valuable when marketers want to draw up a Lead Generation or Demand Generation strategy to create awareness, delight or engage the customer.

So how does one use the customer journey to enhance Sales?

Focus on creating accurate buyer personas-

This is the first step in getting to know the buyer well. Understand who your customer is, what is it that he prefers, why did he make that purchase in the past, what influenced him to do so etc. Collect demographic and firmographic insights to know the customer. Marketers can use Intent Data for predictive intelligence and get reliable data for better results.

Identify different touch points in the journey-

The customer journey is complicated and not exactly linear. Remember that there are different touch points you have to keep in mind when understanding or analyzing the journey. There are different channels where you will find the customer and not just on your website or through social. They might be anywhere; and the best way to go about it is to map the journey through various stages. Knowledge about the awareness stage, consideration stage and the decision stage can help you align your strategy and content to engage the customer. This will give you a birds-eye view of the buyer’s journey and to know where they are at which stage.

Conclusion-

Marketers should invest their time and efforts in learning a lot about the buyer’s journey as it can help them convert more leads and thus enhance Sales. It can bring more revenue and also help build relationships with the customers for long term business success.