Digital Magazine
Customer Journey
B2B Customer Journey
For a long time, the customer journey was purely a B2C topic. In B2B, no one cared which phases or touchpoints a potential customer went through. After all, marketing provided the leads through trade show appearances, lead campaigns, or telephone acquisition. This in turn made it easier for sales staff to influence the purchase decision process. In the meantime, it is no longer that simple. Equipped with an endless number of information sources, customers now set the tone.
Today, companies invest significantly more time in researching providers and use a large number of sources in the process. Prospective customers thus decide on their own which provider is worth considering a purchase. It is recommended that companies accompany their potential customers in this process in the best possible way. To remain relevant, companies must therefore address their potential customers at the right time and place, at the right step in their customer journey as well as with the right content.
When do I use which content? #ItsAllAboutTiming
Which content types are suitable in which phase? During the entire customer journey, the potential buyer should always have so-called touchpoints with the company. This means that marketing measures must be geared toward accompanying the customer uring the overall process, which means assisting them in the phase(s) of information seeking, persuading them to make a purchase and ultimately while and after their checkout. In B2B, these steps are primarily covered by content marketing. But which content types should be used at which point in the marketing funnel?
1. Touchpoint: #Awareness
- Blogs
- Social Media Posts
- Landing pages
- Infographics
- Newsletters
2. Touchpoint: #Consideration:
- E-Books
- Studies
- Whitepaper
- Case Studies
3. Touchpoint: #Conversion
- Demoversions
- Events
- Webinars
Need help? #LetusKnow #GetStarted
Want to get more out of your marketing efforts and start with an initial marketing funnel? We help you place the right content in the right place and use your advertising budget in a targeted and effective manner. Use our versatile and individual social packages to explore modern communication channels and sustainably increase your online presence. In addition to email campaigns or banner placements in the IT network, we implement campaigns on all popular social media and online platforms: LinkedIn, XING, Facebook, Instagram, Twitter and Google AdWords.
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