Expansion of B2B content and engagement channels

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#5. Implementation: Buyer adopts and implements the new solution into their business, often with ongoing service from the seller.

#6. Support and retention: The continuing relationship between portugal telegram data a converted customer and the brand. Successful marketing at this stage can lead to retention, renewals, and upsells.

How customer journeys are evolving in B2B
Many forces are at play in reshaping the B2B customer journey before our eyes.

Maturity of digital transformation

Over the years, business has increasingly gone digital. The number of online touchpoints involved with a B2B customer journey has dramatically increased, while the relative proportion of face-to-face interaction has shrunk. Trends like AI personalization and the rise of self-serve buying are fundamentally changing the dynamics of B2B purchasing.

By 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. (Gartner)


McKinsey found in 2021 that B2B customers regularly used 10 or more channels to interact with suppliers, up from five in 2016. Omni-channel marketing has widely taken hold as brands keep pace with a sprawling media landscape.