B2B Buyer Journey Map

Master the B2B Buyer Journey and Control Your Success

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See every step of the buyer journey. Automate every marketing and sales action.

Demandbase makes it easy to master the B2B buyer journey by combining your first-party data with our third-party and behavioral intent data to create one holistic view of your accounts. We call it Account Intelligence and it’s the single source of truth for your sales and marketing teams to see where your accounts are in their buyer journeys.

Now put that intel into action. Here’s how a typical Demandbase customer uses buyer journey stages within Demandbase One to automate all their sales and marketing motions.

  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Qualified

These B2B accounts may be a good fit for your business, but at this buyer journey stage, they show little to no intent or on-site activity.

What do you do? Try these awareness marketing and sales tactics:

  • Marketing: Add these accounts to an awareness advertising campaign and offer thought leadership content, webinars, eBooks, infographics, and interactive content. Check out Advertising Cloud.
  • Sales: Add these accounts and contacts into CRM to power outreach and marketing nurturing efforts. B2B Contact Data can help.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Awareness

These accounts are showing that they're aware of your brand, but they haven't engaged heavily with your content. For example, they may have read about your business or competitors online.

What do you do? Try these awareness marketing and sales tactics:

  • Marketing: Put the buyer group from these accounts into highly personalized email campaigns with content related to their industry. See how easy it is with Orchestration.
  • Sales: Keep an eye on their intent and on-site activity to prioritize the accounts showing the highest engagement. Learn more about Intent Data.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Engaged

These accounts are engaged with your brand, but are not quite ready for marketing to hand them off to sales. This is the time for marketing to double down on building engagement across all available channels.

What do you do? Try these ideas:

  • Marketing: Use web personalization to customize the on-site experience with highly relevant content, maximizing the chances of conversion. Dive into Personalization.
  • Sales: Scan news and social insights to personalize your outbound messaging. It's easy with Sales Intelligence Cloud.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Market Qualified Account

These accounts are ready for sales. What might trigger this stage? A combination of high or trending intent, someone in the buying group visited a high-value page or attended a product webinar, or the account has a high pipeline predict score.

What do you do? Here's what we suggest:

  • Marketing: Put them into a mid-stage advertising campaign. Drive them to white papers, product demos, live events, and relevant case-studies. See how easy it is with Advertising Cloud.
  • Sales: Get multi-threaded by reaching out to more of the buying committee across functions and job levels. Demandbase B2B Contact Data can help.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Opportunity

Congratulations! Your marketing efforts have been successful. Now, it's time to influence these opportunities and turn pipeline into revenue!

What do you do? Try these actions:

  • Marketing: Remove these accounts from your general demand gen campaigns and create more personalized experiences in every channel. Use orchestration to automate a direct mail campaign with swag, a bottle of wine, or something more tailored. Dive into Orchestration.
  • Sales: Tap into all the Account Intelligence Demandbase provides to create personalized and informed presentations and conversations. Explore Account Intelligence.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Growth

When an account becomes a customer, the job isn't done! Now you need to shift gears to encourage growth. It's time to identify cross and up-sell opportunities and then automate appropriate plays.

What do you do? Here's what we suggest:

  • Marketing: Add these accounts to growth advertising campaigns with a goal of increasing lifetime customer value (LCV). Share best practices and customer-stories, while introducing growth products. Learn how with Advertising Cloud.
  • Sales: Review Demandbase Account Intelligence to identify products that might be of interest, but are not currently owned. Use family trees to surface land-and-expand opportunities. Discover more about Account Intelligence.
  • Qualified
  • Aware
  • Engaged
  • Market Qualified Account
  • Opportunity
  • Customer
  • Post Sale

B2B Buyer Jouney Stage:

Retention

Customers coming up for renewal are in a delicate stage. Sales and marketing need to work closely together to coordinate a cohesive strategy to influence growth purchases and mitigate churn.

What do you do? Give these a try:

  • Marketing: Add them to an email campaign offering thought leadership content, relevant ROI-focused case studies, and exciting company news. Check out the Engagement Platform.
  • Sales: Keep in touch with the buying group, stay current with company leadership changes, and assess competitive intent signals. Get the scoop with Sales Intelligence Cloud.

Want to kick the tires?

See how Demandbase One could work for you.