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Home » Customer Journey
Articles labelled with
Customer Journey
Account-based marketingAdoption Internal OrganisationBuyer EnablementBuyer JourneyBuyer PersonasContent MarketingConversational MarketingCustomer JourneyData & analyticsLead GenerationLead ManagementLead NurturingMarketing AutomationOnline MarketingPositioningSales EnablementWebinar

Changes in B2B marketing and sales due to COVID-19

changes-in-b2b-marketing-covid

With a pandemic around us, we see everything shifting. Sectors, like health and medical research, which have become more valuable. While other sectors are slowly disappearing, think of the catering and travel sector. And, what does COVID-19 mean for business services? How are we going to adapt to the “new normal”? And what exactly is this “new normal”? […] Read more

Customer journey in B2B: All your questions answered

customer journey spotonvision

Are you already working on your customer journey and customer experience? To be honest…you should be. To stay competitive, we must continuously respond to the needs of the customer, also in B2B. But how does it work? Definitions and explanation of the customer journey What is customer journey mapping in B2B? What is the definition […] Read more

A customer journey project has no end, only a beginning

schiphol-customer-experience-case

For some years, customer experience has been high on the agenda of many companies in both B2C and B2B. In 2014, the Economist predicted that in five years, 75 percent of marketers would be responsible for the total customer experience. But are we ready yet? […] Read more

Changing roles within the B2B marketing team

changing roles marketing

The world of a B2B marketer has changed considerably in the past years. Not only for marketers, but also for customers. We see that buyers go through the buyer and customer journey in a different way. Buyers are better informed than ever before and leave an extensive digital footprint behind. […] Read more

The customer journey hands-on, how does that work?

The customer journey hands-on, how does that work?

The terms customer journey and buyer journey are frequently used interchangeably. However, there is a clear difference between the customer journey and buyer journey. The buyer journey refers to ‘market’ and ‘sell’, while the customer journey refers to ‘support’ and ‘serve’. Within the customer journey many players and aspects play a great role in contributing to the ultimate customer experience. […] Read more

SPOTONVISION 10 years – Infographic

team spotonvision

The smart choice for a winning story, that is out initial tagline. Soon we discover that we can help our customers with more than just smart stories. […] Read more

How do I operationalise the customer experience plans? Do’s and don’ts – part 4

Customer journey do's and don'ts

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. The first three challenges involved gaining management buy-in, types of research and implementation of a customer journey project. […] Read more

How does customer journey mapping drive marketing tactic selection? Do’s and don’ts – part 3

Customer journey

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. […] Read more

How do I map the customer journey? Do’s and don’ts – part 2

Customer journey do's and don'ts

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. […] Read more

How to gain buy-in for your customer journey project? Do’s and don’ts – part 1

customer journey experience

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

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