If you're reading this article, we assume that you want to improve your B2B lead generation. One of the ways you can do it is by creating a digital customer journey map. In this article, we will discuss how to measure customer journey and how it can improve your sales team’s results when it comes to closing deals. We should mention that the Meetsales widget is a great way to pinpoint the moment when your customer reaches out to your company to purchase certain products or services. You will find out how to use it for this exact purpose and what other benefits it offers.
What is the customer journey in B2B sales?
Customer journey is a term used in marketing and sales to describe the overall process that a customer goes through when interacting with a brand, from the first contact with a company through sales, delivery, and post-sales activities. Typical customer journey activities include search, consideration, purchase, and loyalty. In B2B sales, the definition of the customer journey is slightly different from its counterpart in B2C. While B2C companies sell products to regular consumers, B2B companies sell their services to other businesses.
The main difference between these two types of companies is their target audience and how they interact with their customers. This difference affects how the company should approach the customers' journey and define it on their website and in other sales channels.
For example, if your target audience is a medium-sized enterprise, and you want to sell them your high-value products in large quantities, you have to approach them using the right techniques. Let’s say their location is in a different country and their needs require an individual configuration of your offer. Your strategy can be simple. Using the Meetsales website widget, the client can pick their preferred date and schedule a meeting with a sales rep. Then, the salesperson will be able to assist them during the purchasing process and pick the items that will meet the customer’s expectations. All that during a video call. We will explain how to use Meetsales to create an exquisite customer journey in the further part of this article.
Customer journey map - definition and example
The customer journey map is a visual representation of your customer's interactions with your brand over time. The map shows where they start on their journey, where they're at now, and where they're going next. It helps you identify opportunities for improvement in your sales process and make changes to meet your customers' needs. A customer journey map can be created using any type of software or tool. You can draw it on a piece of paper, create a document with each stage written down, or ask a graphic designer to prepare a visual representation of the map.
Think about a hypothetical target client that could be a lead converted into a buyer. Let’s say they get a reference about your company from their acquaintance. The prospect decides to check out your company, so they browse it on Google, stumble upon your website and look up the details of your offer. They might also take a look at your social media profiles to find out what your business values, reviews, and communication style are. Online sales in B2B usually mean that the customer interested in making a purchase will call your sales department or send them an email. However, if you implement a Meetsales widget, they will be able to instantly book an appointment with a salesperson at the most convenient time.
Then the customer journey continues, as the customer joins the sales rep in a video meeting. They can discuss the offer, negotiate prices, and process the payment during one appointment, which means the customer journey is much more personalized and saves a lot of time for both parties. If the client wants to think the purchase through, automated offer generation comes in handy, as it sends an individually crafted PDF with all the details agreed during a call. When the client finalizes the transaction, your sales team member can put more effort into making them a loyal, long-term partner who will come back to buy more.
Now you know what the customer journey can look like. It’s time to map it. Thanks to visualizing each stage of this path, you will learn how to improve all of them and create the most unified, high-quality experience and achieve your business goals. See the example map we’ve designed to understand better what a customer journey map can look like:
Why measuring customer journeys is crucial for your business?
Customer journey mapping is a powerful method that helps pinpoint opportunities for business improvement. It can be used to build a deep understanding of how your customers act towards your brand and feel about it. The information you gather through this process can also be utilized to create new strategies and drive engagement with your target audience.
Here are some reasons why measuring customer journey is crucial for your business:
Understanding your customers’ needs
The first step in measuring customer journey is identifying the most important areas of their experience with your brand. This will help you identify your audience’s needs, expectations, and pains. You will get better at giving them what they desire. Also, you will get an opportunity to design each stage of the client’s interaction with your company to optimize it and make it perfectly tailored to their needs.
For example, if you discover that your customers want an individual, assisted shopping experience, you can provide it by implementing the Meetsales widget on your website and using our platform to meet with each of your customers.
Improving your process
Building, executing, and measuring customer journeys can be done in various ways, but all of them have one thing in common: they give you and your sales team a plethora of ideas on how to provide better service. The conclusions and insights collected while working on your customer journey will help you make decisions that will lead to even better results, both now and in the future.
Every time you notice something unusual, interesting, or uncertain, dive deeper to find out what causes that in your customer journey. Is there a thing you can use to your advantage? Maybe something is disrupted at a particular point and that sabotages your results? Think all that through and look for solutions that will make you thrive.
Optimizing resource usage
When you know which areas of your customer journey need more attention, you can allocate resources accordingly. For example, when you notice that your conversion rate increases while salespeople spend more time talking to the customers personally, you can give them more time to do that and tools that will support them.
Meetsales can be a great way to help you optimize the cost and time taken by your sales process. Salespeople will be able to meet with customers during video calls instead of organizing costly and time-consuming face-to-face meetings. They will also gain control over their activities, stay on top of the schedule and grow productivity, which will definitely be reflected in the budget and timesheets.
Meetsales widget - the beginning of your customer’s journey
Meetsales is a virtual sales platform that can complement your customer journey on most stages. Today we wanted to focus on one particular feature it provides. The website widget is something that clients across all industries appreciate, because it allows them to pick a convenient date to schedule meetings with sales reps. That is the very first point of contact in the customer journey map. When the client stumbles upon your brand, researches it, and visits your website, they have to decide whether they want to contact you or not. Giving them an intuitive, easy-to-use widget is the best way to make that decision easy for them.
You have probably heard once or twice that all customers, no matter what they want to purchase, are actually looking for one thing - a quick resolution to their problems. The fewer steps they have to take to receive it, the better. Meetsales helps you provide the best customer experience thanks to its remoteness. The widget is the first touchpoint that was built to give the client control over the scheduling process and allow them to pick dates according to their preferences. B2B clients usually don’t have too much time to make phone calls or write emails to providers they want to partner up with. Introducing Meetsales into your sales team means they won’t have to do that anymore, which will be highly appreciated.
We should also mention that the Meetsales widget is an exquisite tool for measuring website traffic conversions. For instance, if you create a Google Ads campaign to drive visitors to your online space, you can find out how many of them will react to your CTA and decide to schedule a meeting with your sales team. It’s a great way to determine the effectiveness of your marketing activities. Collecting data via Google Analytics and Meetsales’ built-in module will provide you with the crucial stats on your customer journey, which will also be helpful when mapping and tweaking it.
Let’s sum it up - create an excellent customer journey with Meetsales
We hope this article taught you how important it is to develop a well-conceived customer journey and put some time and effort into perfecting it. Once you get it done, you will be able to introduce minor improvements to make it even better. However, you will see it pay off quickly with more prospects, higher customer satisfaction and retention, as well as increased revenue. All you need to do is design the customer journey with your client’s needs in mind. If you pay attention to their requests, requirements, and concerns, you will be able to make the purchasing process easy, quick, and convenient for them.
Meetsales can be the go-to platform that will not only give you a widget for the clients to initiate the first contact with your brand. It will also optimize your sales team’s work and grow the quality of your service even more. Your employees will always stay on top of their tasks, their motivation and productivity will increase, and their results will be better than ever. You probably wonder how is that possible? Schedule a demo and we will explain everything. Our goal is to give you a video sales command center that will help you sell your products and services online to your partners all over the world. Tell us about your business, and we will show you how Meetsales can elevate it to the next level.