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6 ways personalized customer journey data rules the 2024 B2B market



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January 15, 2024 | 6 min read

If you’re heading into 2024 assuming that customer demographics are enough to win over new and existing customer, it’s time to get up to speed. Here's how.

A report by global technology company Lotame stresses that having the right data helps you move from guessing games to creating accurate customer journey maps. In fact, according to Forrester, companies that are leaders in customer experience have 1.7 times higher customer retention rates.

This year is all about grasping the customer journey data through interactions with your brand at every touchpoint. Get ready to roll up your sleeves, collect and dissect data to accurately map out the customer journey, with the ultimate goal of offering personalized experiences that hit home with your audience.

By examining customer interactions across various channels, businesses can get a bird's eye view of their customers' experiences and preferences - including these six major benefits.

1. Hyper-personal experiences

At the core of any consumer journey is the data that fuels the experience. According to Vaimo, efficiently managed product data is essential for shaping the entire customer journey. By harnessing customer journey data, businesses can customize content and messaging to align with individual customer needs and preferences.

Customers are also more likely to engage with brands that understand their needs and tailor their communications to them. A research report by Epsilon revealed that 80% of consumers are more likely to purchase from a brand offering a personalized experience.

This personalization leads to enhanced customer engagement and satisfaction, ultimately boosting brand loyalty. It’s clear that in today's competitive marketplace, personalization is not just a luxury—it's an expectation.

2. Customer behavior analysis

Customer journey data offers invaluable insights into customer behavior. Using sophisticated data analytics and CRM strategies, you can uncover ways to boost consumer behavior analysis, customer experience (CX), and retention.

These insights empower businesses to anticipate customer needs and refine their products or offerings, which helps them informed marketing decisions that drive growth and profitability.

Understanding customer behavior also helps businesses identify potential hurdles in the customer journey and devise solutions to enhance the overall customer experience. This proactive approach helps businesses stay ahead of the curve, ensuring they remain competitive in an ever-changing marketplace.

3. Empathy for customers

Customer journey mapping fosters empathy because it provides a glimpse of the customer’s emotional state. By visualizing the customer's journey with aquired data, businesses can gain a deeper understanding of their customers' experiences, feelings, and pain points.

This empathetic approach can lead to the creation of more effective communication strategies and stronger customer relationships.

Empathy allows businesses to see their services or products from the customers' perspective, helping them to improve and adapt their offerings to better meet customer needs. In essence, building empathy toward customers is about creating a culture where the customer is king, and every decision is made with the customer's best interests at heart.

4. Improved CX strategies

According to Mike Weir, customer journey mapping is critical for aligning business activity with desired customer outcomes. By understanding the customer's journey, businesses can plan and prepare for different scenarios, which improves their ability to respond to changes in customer behavior and market trends.

Improved planning and strategy can result in more efficient use of resources, better decision-making, and increased agility. When businesses have a clear understanding of the customer journey, they can anticipate future needs and respond quickly to changes in the market.

This strategic advantage could be the difference between being a market leader and being left in the dust.

5. Consistent customer journeys

According to McKinsey & Company, consistency is “the secret ingredient to making customers happy” throughout the buyer journey.

Analytics play an instrumental role in creating the consistency that customers crave. With data, you can identify where journey drop offs occur, which can indicate interactions or stages in the funnel where more sameness needs to be reinforced.

A few elements that potential customers look at throughout the journey for consistency include messaging, design, and even timing.

In an era where consumers are bombarded with countless marketing messages, consistency can be a key differentiator that sets your brand apart from the crowd. By offering a consistent customer experience, businesses can build a strong and memorable brand image, ensuring that their messaging resonates with their target audience.

6. Cultivated long-term relationships

A thought-provoking blog post by New Target suggests that customer journey mapping can transform marketing into a more relationship-based endeavor, helping businesses establish long-term relationships with their clients.

If you want to achieve long-term relationship status with your customers, you need to analyze the actions people are making before and after making a purchase.

Understanding and responding to customer needs at every stage of the journey will help you foster customer loyalty and encourage repeat business. This not only increases customer lifetime value but also boosts profitability in the long run.

By focusing on building long-term relationships, B2B businesses can move away from transactional interactions and towards a more holistic approach to customer engagement—one that values ongoing relationships over individual sales.

By harnessing this data, you can create personalized experiences, ramp up customer engagement, and build long-term relationships. You can’t afford to ignore your customer journey data; embrace it, analyze it, and use it to drive your marketing success.

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