Blog and insights

Marketers tend to focus on the buyer journey on a daily basis. By looking at buyer’s behaviour in the awareness and consideration phase of this journey, marketing can deliver added value by ensuring that qualified leads stay in the sales funnel until the purchase phase.

At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. In part 1 we looked at gaining buy-in for a customer journey project.

Last year AFAS teamed up with spotONvision to create a better understanding of their customer’s journey, focusing on the immediate post purchase stage.

For many B2B marketers in the Netherlands it is still a challenge to connect marketing activities to company revenues. Now that more companies are embracing customer journey management, marketers face even more complexity in measuring marketing success.

Customer experience management is one of the main challenges B2B marketers are facing. Questions arise such as how companies can improve customer experience while still delivering tangible business benefits? Which disciplines should be involved and how can customer retention play a role? spotONvision spoke to Elena Enthoven from Elsevier and picked up some tricks and tips.

B2B customer contact: what makes it a positive experience? Which expectations and needs does a B2B customer have? And are there differences between B2B branches?

Energy! Come and get some yourself and experience some of his. We are proud to present our chairman Lars Sørensen. As chairman of the B2B marketing forum he will make use of all possibilities to focus on the content of the day instead of focusing on the clock. Are you curious what he has in store for you? We spoke to him about his role as ‘transfer manager’ and on his thoughts on the theme of this year’s forum.

Awareness creation receives way too much investment, claims Joseph Jaffe, author of best selling book Flip the Funnel: “Merely putting something out there in the hope that it will stick is naïve, futile and exceptionally unrealistic in today’s fragmented, cluttered, and brand-wary world.”

More often people talk about the buyer journey, a journey that the buyer takes till he or she eventually buys. Many companies perform research in this field but you don’t hear a lot about creating insight in the process that follows after the buyer journey, which we call the customer journey. These two terms look alike, are connected to each other but are not the same.