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B2B customer journeys are more complex than ever. In 2024, companies averaged 266 touchpoints to close a deal, up 19.8% from 2023. This means businesses must carefully map and improve every interaction to stay competitive. Why? Companies that prioritize customer experience see 1.6x higher lifetime value and 1.4x faster revenue growth. Yet, only 36% of B2B firms use journey mapping tools.
Next Steps: Define buyer profiles, outline journey steps, and use tools to create actionable maps. Track results with metrics like engagement, conversion rates, and satisfaction scores to refine your strategy.
In 2024, B2B financial businesses need an average of 894 impressions per website visit - a 23% jump from 723 in 2023. At this stage, potential clients interact with your brand across various channels.
Key touchpoints include:
Once prospects engage, the focus shifts to decision-making during the purchase phase.
The purchase phase involves multiple stakeholders reviewing and committing to services. In companies with 100–500 employees, an average of seven decision-makers are part of the buying process.
Seventy-seven percent of B2B buyers describe their recent purchases as highly complex. The sales cycle itself can last up to 24 months, with several critical touchpoints:
| Touchpoint Type | Purpose | Impact |
|---|---|---|
| Sales Meetings | Address specific needs | Key to decision-making |
| ROI Analysis | Demonstrate value | Justifies investment |
| Trial Periods | Provide hands-on experience | Reduces perceived risk |
| Contract Negotiations | Ensure terms alignment | Finalizes commitment |
After the purchase, maintaining engagement becomes essential for retention and growth.
Post-purchase efforts are vital for keeping clients and driving additional revenue. While first-time buyers have only a 5–20% chance of making another purchase, existing customers are 60–70% more likely to buy again.
Key post-purchase activities include:
Building user communities and encouraging user-generated content can also boost future sales. In fact, 79% of people say this type of content influences their purchasing decisions. Millennials, in particular, trust user-generated content 50% more than brand-created materials.
Feedback gathered during this stage can help fine-tune the entire customer journey.
Modern B2B financial firms need effective tools to track and understand customer interactions.
Custellence stands out as a practical tool for mapping customer journeys. Jin Wan, Senior Customer Experience Designer at New Zealand Post, shares:
"It saves me time! In fact, I've tried other tools, and they're killing me. Moreover, I can just start wherever I want and put down what's in my head. Ultimately, Custellence helps me evolve along with the customer journey while going along with our discovery process."
Key features of mapping software include:
| Feature | Benefit | Impact |
|---|---|---|
| Real-time Collaboration | Teams can work together simultaneously | Speeds up decision-making |
| Customizable Templates | Tailored to fit specific workflows | Adds relevance to processes |
| Visual Analytics | Offers clear data visuals | Improves communication |
| Integration Capabilities | Links with CRM and other tools | Enables comprehensive tracking |
CRM platforms are essential for tracking customer touchpoints. Using a CRM can boost sales productivity by 32%, with every dollar invested generating an average return of $8.71. These systems automate client interaction tracking, provide predictive analytics, monitor performance metrics, and create custom reports. Businesses with well-implemented CRMs are 2.5 times more likely to have satisfied customers.
Successful journey mapping combines both qualitative and quantitative research. Visa, for instance, conducts detailed phone interviews with commercial bank decision-makers across various roles.
"Customer journey mapping research makes sure your maps are based on accurate user data rather than guesswork and assumptions. By doing research, teams dig deep into the customer experience, uncover the touchpoints that are most impactful, and optimize their products or services accordingly." – Contentsquare's Content Team
To maintain updated and precise journey maps, use a mix of in-depth interviews, data analysis, surveys, and touchpoint evaluations.
For tailored strategies, consulting services like Visora (https://visora.co) provide expert guidance on implementing journey mapping for B2B financial firms.
With these tools and methods in place, the next step is creating a clear process to develop actionable journey maps.
Here’s a straightforward way to create journey maps that deliver results. These four steps take the tools and insights we’ve covered and turn them into actionable maps.
Start by identifying your ideal customers. Build detailed buyer profiles for your B2B financial clients. Research shows that businesses with well-defined buyer profiles see better lead qualification and stronger customer loyalty.
| Profile Element | Key Considerations | Example |
|---|---|---|
| Company Details | Revenue, size, location | Enterprise firms; annual budgets of $15,000–$20,000 |
| Decision Makers | Roles, hierarchy | C-level executive groups |
| Industry Focus | Sector, specialization | International financial operations |
| Pain Points | Current challenges | Complex multi-branch management |
According to ZoomInfo, top-performing financial software companies often target clients managing international operations, multiple branches, enterprise-level relationships, and annual software budgets between $15,000 and $20,000.
Outline the key moments in your customer’s buying journey. B2B International suggests using a “spine” method to organize these touchpoints.
Some key touchpoints include:
Direct feedback from customers can help validate and refine these steps.
Turn your research into visual journey maps using tools like Totango ($249/month), Lucidchart ($7.95/user/month), Fullstory ($199/month), or Smaply ($25/user/month). These platforms simplify the process of creating clear, actionable maps.
When building your maps, make sure to include:
If you’re looking for extra guidance, consulting firms like Visora specialize in refining journey maps for B2B financial services, using the methods and tools we’ve discussed.
Fine-tune every customer interaction to strengthen engagement. According to research, 73% of business buyers now expect personalized experiences at every stage.
Tailor your messaging based on the recipient's role and where they are in their journey. A B2B study found that nearly half (48%) of customers might switch to a competitor if they feel personalization is lacking.
| Role | Focus of Communication | Example Approach |
|---|---|---|
| CFO | ROI and cost savings | Provide detailed financial projections, including a 5-year cost analysis. |
| Operations Head | Implementation and usability | Share technical integration plans and a clear timeline. |
| Risk Manager | Compliance and security | Offer compliance documents and security certifications specific to their industry. |
You can also use behavioral triggers, like automatic follow-ups after a whitepaper download, to keep engagement high. Combining these tactics with advanced data tools can make your efforts even more precise.
Data analytics platforms can help you monitor and refine every customer interaction. Tools like HubSpot CRM and Gong allow you to track communication and extract actionable insights. For specialized assistance, services like Visora provide consulting to improve financial touchpoints in B2B settings.
Once you've implemented data-driven strategies, it's crucial to measure their impact. Focus on these three key metrics:
Now that you have insights from mapping, it’s time to put them into action and refine your customer journey. Companies using customer journey mapping often see revenue growth 1.4x faster than their peers.
| Phase | Action Items | Expected Outcome |
|---|---|---|
| Initial Setup | Define core personas, align stakeholders, set KPIs | Clear direction and measurable goals |
| Data Collection | Deploy CRM tracking, analyze website behavior, conduct customer interviews | Detailed touchpoint insights |
| Implementation | Map journey stages, optimize touchpoints, automate communications | A smoother customer experience |
| Monitoring | Track engagement metrics, measure conversion rates, gather feedback | Improvements based on real data |
To get started, bring together key teams like marketing, sales, and customer success. Define clear objectives for your mapping process - whether it’s shortening onboarding time or boosting conversions. Collaboration across departments isn’t just efficient; it can increase employee engagement by 14% and cut customer service costs by 23%.
For additional support, consider tools like Visora's GTM consulting services. Their Trifecta Framework integrates automated sales systems with data-driven marketing to make implementation faster and more effective.
Leverage your CRM to track touchpoints, use heatmaps to study website behavior, and conduct regular customer interviews. These steps will help you fine-tune your strategy and deliver a better experience.
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