Path to Purchase: B2B Customer Personas & Journey Mapping

by Jenny on March 1, 2017 Comments Off on Path to Purchase: B2B Customer Personas & Journey Mapping

For B2C companies, it’s easy to imagine an individual customer making a purchase based on a want or need. The clarity of this understanding enables sales and marketing staff to construct a path-to-purchase tailored to specific, targeted consumer segments.

For B2B companies, it can be a bit more challenging.

While the purpose of customer journey mapping for both B2C and B2B companies align conceptually, their differing “customer” types require differing strategies and processes.

As previously mentioned, the B2C customer is an individual buyer of goods or services whereas the B2B customer is a business or organization. Each are focused on a singular entity, however the B2B company must account for multiple individuals within their one customer.

Herein lies the challenge faced by B2B companies; one “customer” is made up of multiple individuals who have their own unique emotions, needs, and motivations. By overlooking this important concept, B2B companies may over-generalize their customer’s path-to-purchase yielding an ineffective journey map.

To side-step the pitfall of an over-generalized customer journey map, it’s important for B2B companies to create “customer personas” for the different types of people within their customer businesses. While B2C companies may also have developed multiple personas based on their different customer segments, they have the luxury of addressing one customer persona at a time. The B2C company must consider multiple personas at the same time to effectively address one customer, which makes things a bit more convoluted.

For B2B and B2C companies alike, the value of customer journey mapping cannot be overstated. Both companies must develop detailed customer personas, and as a result both companies will equip themselves with a valuable tool for understanding their respective customers.

To read more about the processes and benefits of customer journey mapping, CLICK HERE.

At MacKenzie Corporation, we’ve spent over 30 years refining our proven approach to customer journey mapping and customer persona development. If you want to better understand your customer and their path-to-purchase, we can show you the way. Give us a call or drop a line; we’re always excited to discuss how businesses of all shapes and sizes can benefit from knowing their customers on a deeper level.

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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

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