Gartner Research

Ignition Guide to Mapping B2B Customers’ Buying Journey

Published: 09 August 2016

ID: G00340809

Analyst(s): Marketing Research Team


B2B marketing leaders often focus too much on supplier-centric objectives rather than buyers’ needs as they progress through the buying journey, which limits the potential applications of a buying journey map. This guide will help marketers map a buying journey that reflects the buyers' perspective.

Table Of Contents



Before You Start

Common Pitfalls and Keys to Success

Step 1 of 3: Understand Your Top Stakeholders


Step 2 of 3: Map Your Customers’ Buying Journey


Step 3 of 3: Capitalize on Your Buying Journey Map


Review Your Performance

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