Vision Report

Why Most B2B Buyer's Journey Maps Miss The Mark

An Introduction To Buyer Journey Mapping For Better Buyer Engagement

April 28th, 2023
With contributors:
Amy Hayes , Beth Caplow , Barry Vasudevan , Kaitlyn Coalson , Drew Zalucky


When B2B buyers embark on a purchase journey, they want to solve a problem or business need. They have many questions and use a variety of sources to seek information. Buyer’s journey maps are a critical tool for enabling buyer-facing teams to create content, tactics, and programs that engage buyers and move them through the process. Unfortunately, many vendors create journey maps based on what they think a buyer needs to hear, rather than a full understanding of how buyers buy. Internal biases and product-focused blinders often cause portfolio marketers to miss the mark of delivering a journey map that reflects the buyer’s needs and point of view.

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