When it comes to B2B marketing, there’s a pervasive misconception that the customer journey resembles an assembly line. This notion simplifies a complex process into a linear sequence: prospect clicks ad, prospect converts on landing page, prospect becomes a qualified lead, and finally, they enter the pipeline. However, this approach assumes far too much, including the assumption that this is the preferred journey for the buyer, that it can be tracked comprehensively, and that a prospect is immediately ready to take the next step after receiving information on a landing page.
The Reality of B2B Sales
The truth is, you’re not selling sneakers at a fixed price point. You’re marketing a multifaceted solution with numerous stakeholders, often pulling resources from different departments within an organization. In most cases, if you’re even in the consideration set, the bulk of the buyer’s journey takes place in untraceable spaces like internal communication channels, communities, and shared links. Furthermore, the buyer’s journey is far more intricate than an assembly line; it’s more like an ecosystem.
Understanding the Ecosystem
Let’s break down this more accurate representation of the B2B customer journey:
1. Prospect Identifies a Need: This initial step is where it all begins. It’s the spark that ignites the journey.
2. Discovery and Research: The prospect hears about your solution somewhere online, which triggers their interest.
3. In-depth Investigation: This phase includes exploring your website, scrutinizing your social media presence, and perhaps even diving into your YouTube content.
4. Seeking Validation: Prospects reach out to their networks, seeking reviews and recommendations. This social proof is crucial.
5. Internal Stakeholder Alignment: Conversations with internal stakeholders are pivotal. Gaining their buy-in is a significant milestone.
6. Demo Booking: Finally, the prospect takes the step of booking a demo, a crucial turning point in the journey.
The Challenge of Tracking
While the first three steps can be tracked to some extent using first-party data, the most crucial step – the prospect identifying a need – remains inherently untraceable. This is the very foundation upon which the entire journey is built.
Tailoring Your Approach
Instead of fixating on trackable activities and wondering why the marketing engine isn’t firing on all cylinders, consider shifting your focus. Understand what matters most to your prospect at each stage in their journey, rather than trying to force them into a predefined path.
Conclusion
The B2B customer journey is not a one-size-fits-all assembly line; it’s a dynamic ecosystem. Recognizing and respecting the complexity of this process is key to building meaningful relationships with potential clients. By aligning your approach with the prospect’s actual journey, you’ll not only increase your chances of success but also foster trust and loyalty in the long run. Embrace the ecosystem, and watch your B2B marketing efforts thrive.
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Ian Gattie is a seasoned strategic marketing and creative professional with over 15 years of hands-on experience in devising and implementing data-driven marketing and communication programs. As a change agent, Ian has demonstrated a remarkable track record in assembling and mentoring teams that consistently surpass organizational objectives. Currently based in Buffalo, NY, Ian’s expertise spans across a diverse range of industries, encompassing cybersecurity, IT, education, non-profit, construction, professional services, startups, and other small businesses.