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
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Beth Caplow , Barry Vasudevan , Kaitlyn Coalson , Drew Zalucky

Summary

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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