We are a team of writers, experimenters and researchers providing you with the best advice with zero bias or partiality. The exact course your customers will chart depends on unique factors, like ...

Much like the way to Mordor, the B2B customer experience journey isn’t as straightforward as one might think. A one-size-fits-all approach simply doesn’t work anymore, and there are various obstacles ...

Businesses are changing the way they analyse their marketing tactics. This is a slow process in a complex area but in simple terms, the smartest companies no longer view customers as being at the ...

Do we really have to spend so much time defining customer personas? The question came up during a recent customer journey mapping workshop with a B2B organization. Some considered the amount of time ...

This article builds on my previous one, emphasizing the importance of aligning SEO with the customer journey, specifically for companies that provide software as a service (SaaS) that market to other ...

Expanding on the foundational step of buyer personas, many marketers are now going a step deeper by creating customer journey maps. These visual frameworks help companies understand buyer needs and ...

B2B buyers are evolving their journeys — and moving the cheese along with them. Brands are cracking the code on the B2B buying process. ABM, RevOps, intent, AI, PLG, and a whole lot of technology is ...

Customer experience (CX) is a hot topic in business-to-consumer marketing, but it's been overlooked in the business-to-business community. Personalized experiences have become a core element of many ...

Customer journey mapping has been a hot topic for some time. Trying to understand how the customer interacts with the brand or company—the touchpoints—can ideally help marketers better understand ...

For the past decade, B2B marketers have aspired to achieve the level of personalization now common in B2C marketing, particularly among disruptive direct-to-consumer brands. At the same time, while ...