However, the internet has allowed B2B marketers to advertise without ever really knowing what their customers are going through or what they’re looking for. They’ve lost touch with their customer base. In our experience, this is why so many B2B businesses struggle to make online marketing work. The potential is there—they just don’t know how to access it. Understanding Your Customers To land sales and win customers for your B2B business, you have to understand your customer journey. In the B2C world, the customer journey is fairly short and simple.

If you’re selling a simple tool for whatsapp database decreasing back pain, you don’t have to build a long-term relationship. You don’t have to convince them to abandon their current supplier. You don’t have to deal with decision-makers, corporate oversight or justifying an ongoing investment of thousands-to-millions of dollars. All you have to do is convince them to give your product a try. With B2B, however, you may have to do all of the above and more. Your customer journey is far more complex and involved because there are far more issues, people and resources in play.

The stakes are higher but so are the rewards. As a result, it’s absolutely critical to understand your customers and their journey. What issues are your customers dealing with? How are they currently handling things? Are they happy with their current solution? Do they even know that they have a problem? How do your customers view your business, what you’re selling and how it will affect them? If you don’t have good answers to these questions—if you aren’t living in your customer’s head—it’s going to be incredibly hard to convince companies to buy your products, software or services. Once you do have a good feel for who your customers are and the journey they’re on, though, that’s when the magic really starts to happen.