But what is meant by customer journey?

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A fundamental aspect of marketing is the customer. The customer is the target that every company should aim for to achieve its goals, it does not matter if it is a company, as in B2B marketing, or a person; it is still a customer and as such, it goes through different phases during the interaction with the company.

The consumer experience has been studied and updated by Philip Kotler, in this article we will understand how to apply his theory to B2B marketing.

Over time, marketing has kazakhstan cell phone number list shifted its focus from the product to the consumer, as the latter has become an active and no longer passive actor, thus participating in the dynamics of the company.

Consequently, B2B marketing, i.e. marketing that aims to inform other companies about a product or service, must also put the customer at the center to adapt to this new trend.

For this reason it is necessary to build a marketing strategy that revolves around the customer by analyzing what is defined as the customer journey.