A B2B buyer's journey is complex and longer than a B2C buyer’s journey due to the involvement of multiple stakeholders, high value purchasers, and a greater emphasis on ROI.
On this slide, we have illustrated what that journey could look like visually, so let me walk you through an example.
We meet Derek.
Derek is a marketing director at a 50-person agency, and their pain point is that they're struggling with project delays and a lack of visibility across teams.
To start their research, Derek discovers a LinkedIn video about efficient ways to manage projects.
They go on to search on Google or ask ChatGPT for the best project management tools for marketing agencies.
ChatGPT recommends a blog on your website.
Once on your website, Derek spends some time registering for your newsletter and then downloads a free whitepaper on streamlining agency workflows.
But Derek's journey just doesn't end there.
A few weeks later, Derek is retargeted with an ad on LinkedIn to request a demo, speak with a salesperson and finally complete a purchase on the website.
From discovery to purchase, it's been a few weeks and a number of different touchpoints.
In B2B, buyers engage with different marketing activity before converting.
Without conversion tracking, we can't see what's driving pipeline or revenue.
By tracking every stage from ad click to closed deal, we optimize spend, improve ROI, and align marketing with sales to drive smarter, more profitable growth.
In addition, while conversions mostly happen at the middle of the funnel, or MOFU, and bottom of the funnel, or BOFU, your top of the funnel, TOFU, marketing activity plays a huge role in nudging buyers towards eventual conversions.
By tracking conversion signals throughout the entire funnel, you're building a fuller picture of how every marketing activity helped make a valuable impact on the business.