Think about the last thing you purchased. It could've been a coffee on your morning commute. Maybe you purchased new shoes for your kids or yourself or perhaps something bigger, like a car or a major home appliance. Whatever it was, think about the steps you took to get that item. At some point, you realized you had a need or desire for that product or service. If it was a routine purchase, you probably didn't think much about it. If you tried a new brand or purchased a large-ticket item, you likely followed a series of steps. This decision-making process can have many names. Marketers call this the customer journey. What is the Customer Journey? The customer journey encompasses the path a person takes to purchase something. It starts from the time he or she recognizes a need. It covers the first interaction with a product or brand through the eventual purchase of a new product or service. Understanding the customer journey is key for B2B tech marketing to be effective. Identifying...
