B2B buying journey

B2B BUYING JOURNEY

Understanding of the B2B buying journey 1

The phases of B2B buyer journey 2

The 4 best amazing types of customer segmentation 5

How to improve customer loyalty during COVID-19 ? 8

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The ultimate guide for

a deep understanding of
the B2B buying journey

Now there are new techniques for B2B

buying process, where customer What is the B2B buyer's journey?
awareness has been increased.
The customer could decide when to buy The process where the buyer will go
and from where based on the through is called “B2B buyer journey“.
manufacturer or the business owner’s The purchasing cycle has three main
effective sales plan. levels:
For the success of your business or
brand of your industry and to ensure 1) Improving awareness of your brand:
sustainability, you could understand well At this level, it is critical to demonstrate
the B2B buying journey. you understand the prospect or client’s
real business needs and customer pain
“77% of B2B buyers state that their latest points, and can highlight the
purchase was very complex or difficult” corresponding ways in which your
According to the Gartner website. business can help meet these needs.

2) Products and services evaluation:

show your customer how you could solve
his pain points in a way that builds
confidence in the quality and
77% competitiveness of your offering.

3) Doing a purchase:
your potential customers will be making
decisions on which products or services
they are most interested in.
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Identify the problem

Spot on the solution

Trust building
The phases of
B2B buyer journey Selection of the supplier

Solution Validation

Team consensus

SOURCE: GARTNER

1- Identify the problem: 2- Spot on the solution:

The owner of the business had to make After problem identification by collecting
calibration during the implementation of data from social media platforms,
the sales strategy to correct the path and marketing research.
achieve the target. Now the business owner has to think
The secret here is in preparing about the best solution.
professional content marketing to help You must be present in searches with
your customer fully comprehend the amazing content that will provide the
problem, the cost of the problem, and the confidence your prospect needs that
return on investment of the solution. you’re a viable solution.
For sure, there is no conflict between Moreover, hiring the best sales team who
marketing and sales depts. could provide advocacy and advice for
But the cooperation will support achieving the customers.
the manufacturing goals.
Here, your customer will trust you if you
define his problem well and provide the
solution through your services or the
products of the manufacturing.
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3- Trust building:

You have to take a step forward to grab

the customer’s attention, give him fulfill 4- Selection of the supplier:
help for all his requirements without
waiting for him to ask you for more There are many factors that could
details. determine your potential customer to do
The highlight for the strengths and business with you such as your website,
additional benefits of working with your your search presence, your social media
organization. presence, your customer testimonials,
If you discuss the impact of a solution, your use cases, your thought leadership
you’re going to get fast-tracked to the visibility, your certifications, your
head of the solutions list. resources, and industry recognition.
This will build more trust between you Public relation plays an important role to
and your customer. ensure that you’re always mentioned in
industry publications as a recognized
“67% of the buyer’s journey is now done supplier of the products and services that
digitally!” buyers are researching suppliers for.
According to the Sirius Decisions.

5- Solution Validation:

Here you align the needs of the customer

and setting expectations on their ability to

67% deliver the solution.

Case studies are essential here to let
your prospects visually see that your
solution is capable of solving their
problem. Companies with the resources
may even invest in prototypes at this
point to let the prospect see that they’ve
thought through the solution.
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In the manufacturing market, your

potential customers may be individuals or
groups, They are searching for special
needs hope to find them in your products
or services.

However, they are limited with their

financial ability to buy or not.
The good relation between your sales
team and the customer will encourage
him to buy, all these are related to B2B
market.
6- Team consensus:
However, In the B2B market, dealing with
the customer needs to be thought of
It is important where the buying decision
differently, and often includes multiple
is left to consensus by a leadership team
stakeholders.
and then approved.
Mature sales representatives can coach
Here, the buying journey is controlled by
the team member on how to present their
some factors such as customers’
solution, differentiate their business from
interests, concerns, and goals.
the competition, and help the team get
Stakeholders can span from the
through the approval process.
Executive buyer to the end-user and
related functions, such as procurement
How is the B2B journey different and legal.
to the B2C buyer journey?
On the contrary of B2B market, here the
relationships with the customer might be
formed over a longer period, with sales
and account management resources
targeted specifically at that individual
customer.

Your relationship will be built with more

than just the final decision maker – the
aggregated connection you create with all
stakeholders will make the account a
success.
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The 4 best amazing types

of customer segmentation

In fact, every marketer searches always Your main role here is how to use the
for the best ways to improve the information about the customer in an
effectiveness of his business, to spread effective market segmentation.
globally, to gain more revenue. With In addition, it helps to create an effective
market segmentation you could achieve target campaign, improve your customer
the goals of your marketing strategy, it is service and increase customer loyalty.
a good opportunity to drive your
customers to make a purchase. Now, let us know more about
Moreover, it provides a competitive and the 4 basic types of market
high-quality customer experience to reach segmentation:
your right customer, to go strongly into
the market landscape.
1- Demographic
As we mentioned in the last article,
customer segmentation is dividing the
customers into groups based on some 2- Geographic
factors such as characteristics.
There is a famous technique used to
segment the customer is called clustering
algorithms.
3-Psychographic

You have to create a successful

relationship with each customer group, to 4- Behavioral
gain the required information from them,
then understand their needs, to provide
what they need.
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Age Education level

Gender family structure

1- Demographic:
Ethnicity Income

Marital status Occupation

Here you should determine the customer Country (which has the same customs,
who are interested in your product to holidays, and common issues),
send them your message which is Region (which usually have the same
relevant to them. culture),
Some of the categories you could focus in City (you need to understand the
this field are: traditions of each city to meet their
expectations),
Age, Gender, Ethnicity, Marital status, Climate (for example the nature of clothes
education level, family structure, Income. in the cold area differentiate than in the
The nature of your business will hot weather), Postal code.
determine which factors you will use.
It will allow you to target the real
For example, if your product is expensive, customer when preparing a marketing
so you will need to know the income of campaign or sending Ads.
your customer, whether their budget After Corona Virus Pandemic, many
could afford purchasing or not. marketers shifted their focus to local
If you market video games, you will target communities to highlight how their
younger individuals from ages 18-25. services could still be accessed online.

During Lockdown, where there is the wide

2- Geographic: spreading of e-commerce brands, so
marketers shifted their marketing
strategies to maintain the same levels of
Divide the customers into groups based business.
on their location.
Some factors may control that such as:
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3- Psychographic: It is the process of dividing customers into

groups based on the no.
of their interaction with your brand and
Is focused on the personality, hobbies, their buying behavior.
and interests of the customer. It is very important for e-commerce
Here we will divide customers into groups business, at the same time it is very
based on their: simple to apply effectively where just you
need less data, some make it similar to
* Personality types. psychographic segmentation for its
* Social Status. simplicity, because much of data could be
* Lifestyles. gathered from your website.
* Life goals and opinions. Here you could group the customers
* Hobbies and interests. based on:
* Values.
* Attitudes. * Browsing habits.
* Interaction level with your brand.
However, it looks simple but it is difficult * Customer loyalty
because you will deal with the personality (determine which customers show a
of the customer which differs from one to strong loyalty to your business.
another. This can then help you make new
If you use the collected information well, marketing strategy for customer’s
then you will achieve your marketing retention).
strategy in an effective way. * Purchasing rate of your product.
* Customer purchasing habits
(check if it is at special occasions only or
4- Behavioral: seasonal or frequently).
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How to improve customer

loyalty during COVID-19 ?

A customer loyalty is a measure of a Announce that terms and conditions had

customer’s likeliness to do repeat been modified.
business with a company or brand. As a result, this will encourage your
It is the result of customer satisfaction, customer. So, your customer will keep
positive customer experiences. your brand in his mind.
First we have to build emotional loyalty For example, if you have a deadline for
especially during this pandemic, where purchasing points, pause that for a while,
customer habits have been changed. that will help to extremely improve loyalty
Therefore he rearranges his priorities, we of your brand.
have to take that into account.

3- Activate your online services:

1- Make customer stuck to your brand:
Based on recent statics, 80% of
Build a long relationship with your customers expect response within 60
customer, by continuous appearance on MIN, while 30% expect response within
his radar. 15 min. or less.
There many ways to achieve that, for
examples, contact them via social media,
sending e-mails or messages or call them
just for following up with them.

2- Take flexible decisions:

80%
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4- Let your customer feel

pleasure while buying:
Innovate adding new pictures to your
invoices.
For example, emoji and images or
printing your customer photo on the
invoice or a tailored message for him.
He will feel proud and keep remembering
you and for sure.
There are a lot of programs for that such
as freshbooks.

5- Review your marketing and

advertising plan:

You have to delay launching a new

product of service, just you have to
review your current plan, and try to review
your expenses on traditional ways for
marketing and increase your marketing
levels via social media.

6- keep the customer

personalization up:

Encourage your customer to fill his profile

on your web-site, this will help you to
know his purchasing behavior and
history.
Moreover, it will help you to schedule
appreciated campaigns.
Youtube for instance is excellent in
applying that.
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Thank you for reading

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