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• B2B Customer Journey Map : A Quickfire Guide for Growth

  20 mai 2024, par Erin

  What is a company’s biggest asset ?

  Its product ? Its employees ? Its unique selling proposition ?

  More and more people are recognising it’s something else entirely : your customers.

  Without your customers, your business can’t exist.

  Nearly 77% of B2B buyers found the buying process too complicated.

  With more competition than ever, it’s crucial you provide the best possible experience for them.

  That’s where your customer journey comes in.

  If you’re in the B2B space, you need to know how to map out the journey.

  By building a B2B customer journey map, you’ll be able to analyse the weak spots in the customer journey so you can improve the experience (and generate more revenue).

  In this article, we break down the B2B customer journey stages, how to build a customer journey map and how Matomo can help you track your customer journey automatically.

  What is a B2B customer journey ?

  Every customer goes through a specific path within your business.

  At some point in time, they found out about you and eventually bought your products.

  

  A B2B customer journey is the collection of touchpoints your customer has with your business from start to finish.

  From discovery to purchase (and more), your customers go through a specific set of touches you can track. By analysing this journey, you can get a snapshot of your user experience.

  One way to track the customer journey is with a B2B customer journey map.

  It helps you to quickly see the different steps your customers take in their path with your business.

  With it, you can quickly identify weak spots and successes to improve the customer journey.

  5 stages of the B2B customer journey

  Every one of your customers is unique. Their specific needs and their journey.

  It’s all different.

  But, there are crucial steps they take through their journey as your customer.

  It’s the same path your entire customer base takes.

  Here are the five stages of the B2B customer journey (and why you should track them) :

  

  1. Awareness

  Awareness is the first stage that every B2B buyer goes through when they start their journey in B2B companies as a customer.

  At this stage, your target buyer understands they have a problem they need solving. They’re out, actively trying to solve this problem. 

  This is where you can stand out from the competition and give them a good first impression.

  Some helpful content you could create to do this is :

  • Blog posts
  • Social media posts
  • Ebooks
  • Whitepapers

  2. Consideration

  Next up, your buyer persona has an awareness of your company. But, now they’ve started narrowing down their options for potential businesses they’re interested in.

  They’ve selected yours as a potential business to hand their hard-earned cash over to, but they’re still making up their mind.

  At this point, you need to do what you can to clear up any objections and doubts in their mind and make them trust you.

  Some helpful content you could create here include :

  • Product demos by your sales team
  • Webinars
  • Case studies

  3. Conversion

  Next up, your target buyer has compared all their options and decided on you as the chosen product/company.

  This is where the purchase decision is made — when the B2B buyer actually signs or clicks “buy.”

  Here, you’ll want to provide more :

  • Case studies
  • Live demos
  • Customer service
  • Customer reviews/testimonials

  4. Loyalty

  Your B2B buyer is now a customer. But, not all customers return. The majority will slip away after the first purchase. If you want them to return, you need to fuel the relationship and nurture them even more.

  You’ll want to shift your efforts to nurturing the relationship with a post-purchase strategy where you build on that trust, seek customer feedback to prove high customer satisfaction and reward their loyalty.

  Some content you may want to create here includes :

  • Thank you emails
  • Follow-up emails
  • Follow-up calls
  • Product how-tos
  • Reward program
  • Surveys

  5. Advocacy

  The final stage of the B2B customer journey map is advocacy.

  This is the stage beyond loyalty where your customers aren’t just coming back for more ; they’re actively telling others about you.

  This is the cream of the crop when it comes to the B2B buyer stages, and it happens when you exceed customer expectations repeatedly.

  Your goal should be to eventually get all of your customers to this stage. Because then, they’re doing free marketing for you.

  This is only possible when a customer receives enough positive B2B customer experiences with your company where the value they’ve received far exceeds what they perceived they have given.

  Here are a few pieces of content you can create to fuel advocacy :

  • Surveys
  • Testimonial requests
  • Referral program

  Difference between B2C and B2B customer journeys

  Every person on earth who buys something enters the customer journey.

  But, not all customer journeys are created equal.

  This is especially true when you compare the B2C and B2B customer journeys.

  While there are similarities, the business-to-consumer (B2C) journey has clear differences compared to the business-to-business (B2B) journey.

  

  The most obvious difference between the two journeys is that B2B customer journeys are far more complex. 

  Not only are these two companies selling to different audiences, but they also have to deploy a completely different set of strategies to lead their customers down the path as far as they can go.

  While the journey structures are similar (from awareness to advocacy), there are differing motivating behaviours.

  Here’s a table showing the difference between B2C and B2B in the customer journey :

  Different Factors	B2B	B2C
  Target audience	Smaller, industry more important	Larger, general consumer
  Buyer	Multiple decision-makers	One decision-maker
  Buying decision	Based on needs of the organisation with multiple stakeholders	Based on an individual’s pain points
  Buying process	Multiple steps	Single step
  Customer retention	Organisational needs and ROI-based	Individual emotional factors
  Repeat sales driver	Deep relationship	Repetition, attention-based

  Step-by-step guide to building a B2B customer journey map

  Now that you’ve got a basic understanding of the typical B2B customer journey, it’s time to build out your map so you can create a visual representation of the journey.

  

  Here are six steps you need to take to craft an effective B2B customer journey map in your business :

  1. Identify your target audience (and different segments)

  The first step in customer journey mapping is to look at your target audience.

  You need to understand who they are and what different segments make up your audience.

  You need to look at the different roles each person plays within the journey.

  Unlike B2C, you’re not usually dealing with a single person. You likely have a few decision-makers you need to interact with to close a deal.

  The average B2B deal involves 6 to 10 people.

  Analyse the different roles and responsibilities of your audience.

  Figure out what requirements they need to onboard you. Understand each person’s level of influence in the buying decision.

  2. Determine your customers’ goals

  Now that you have a clear understanding of each person involved in the buying process, it’s time to analyse their unique needs and goals.

  Unlike B2C, which will include a single person with a single set of needs and goals, you have to look at several people through the decision-making process.

  What is every decision-maker’s goal ?

  An entry-level admin will have much different goals than a CEO.

  Understand each of their needs as it will be key to selling them and taking you to the next person in the chain of command.

  3. Lean on data and analytics

  Now it’s time to analyse your data.

  You don’t want to guess what will work on your B2B buyers. Instead, leverage data that proves what’s working (and what’s not).

  Analytics software like Matomo are crucial tools in your B2B customer journey toolkit.

  Matomo can help you make data-driven decisions to fuel customer acquisition and loyalty to help get more customers all the way to the advocacy stage.

  Using Matomo (which analyses and interprets different data sources) can give you a holistic view of what’s going on at each stage of the journey so you can reach your goals.

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  4. Draw out customer journey stages

  Now that you have your data-backed plan, it’s time for some customer journey mapping.

  You can do this on paper or use a diagram tool to create a visual B2B customer journey map.

  Here, you’ll draw out every single stage in your customer journey, including every single touchpoint from different decision-makers.

  5. Determine each customer touchpoint

  Once you’ve drawn up the customer journey stages, you’ll have a key list of B2B customer journey touchpoints to implement.

  Write down every single customer interaction possible on the journey through.

  This could be reading an email, a blog post or watching a video on your home page.

  It could be an advertisement, a phone call or a follow-up email.

  It could even be a live demo or video sales call (meeting).

  6. Identify your own goals

  Now that you’ve got your visual B2B customer journey mapping done, it’s time to go back to you and your company.

  What are your goals ?

  What are the end results you’re looking for here ?

  You’ve got your current map in place. Now, how would you like customers to go through this journey ?

  Where would you like them to end up ?

  Look back at your company’s primary objectives if you’re stuck here.

  If your company is looking to increase profit margins, then maybe you want to focus more on retention, so you’re spending less on acquisition (and leaning more on recurring revenue from existing customers).

  How to create a Matomo funnel to track your B2B customer journey

  If you want to start tracking and optimising your B2B customer journey, you need to have a good grasp on your funnel.

  The reality is that your customer journey is your funnel.

  They’re one and the same.

  Your customer journeys through your sales funnel.

  So, if you want to optimise it, then you need to see what’s going on at each stage of your funnel.

  

  With Matomo, you can map out your entire funnel and track key events like conversions.

  This allows you to identify where your site visitors are having problems, where they’re exiting and other obstacles they’re facing on their journey through.

  To start, you first define what events or touchpoints you want included. This could mean :

  • Landing on your website
  • Visiting a product page
  • Adding something to cart
  • Going to checkout
  • Clicking “buy”

  Then, at each stage, you’ll see conversion rates.

  For example, if only 3% of your visitors go from landing on your website to the product page, you likely have an issue between your homepage (and other pages) and your product pages.

  Or, if you can get people to add to cart, but you rarely get people going to checkout, there’s likely a problem to fix on your add-to-cart page.

  By leveraging Matomo’s funnels feature, you get to see your entire customer journey (and where people are falling off) so you understand what you need to optimise to grow your business.

  If you’re ready to start building and optimising your customer journey today, then try Matomo for free for 21 days.

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• How to find the loudness of an audio buffer in Node.js ?

  10 mai 2024, par Parshant Khichi

  I have a buffer containing audio data representing a voice recording, and I need to determine its loudness in Node.js. I tried using the fluent-ffmpeg library, as it seemed to offer functionality for audio analysis. However, my attempts to use it to analyze the loudness of the audio buffers were unsuccessful.
Could someone please suggest a reliable approach or provide a code example to help me analyze the loudness of the audio buffers accurately in Node.js ? Any guidance or assistance would be greatly appreciated.

  


• 10 Customer Segments Examples and Their Benefits

  9 mai 2024, par Erin

  Now that companies can segment buyers, the days of mass marketing are behind us. Customer segmentation offers various benefits for marketing, content creation, sales, analytics teams and more. Without customer segmentation, your personalised marketing efforts may fall flat. 

  According to the Twilio 2023 state of personalisation report, 69% of business leaders have increased their investment in personalisation. There’s a key reason for this — customer retention and loyalty directly benefit from personalisation. In fact, 62% of businesses have cited improved customer retention due to personalisation efforts. The numbers don’t lie. 

  Keep reading to learn how customer segments can help you fine-tune your personalised marketing campaigns. This article will give you a better understanding of customer segmentation and real-world customer segment examples. You’ll leave with the knowledge to empower your marketing strategies with effective customer segmentation. 

  What are customer segments ?

  Customer segments are distinct groups of people or organisations with similar characteristics, needs and behaviours. Like different species of plants in a garden, each customer segment has specific needs and care requirements. Customer segments are useful for tailoring personalised marketing campaigns for specific groups.

  Personalised marketing has been shown to have significant benefits — with 56% of consumers saying that a personalised experience would make them become repeat buyers. 

  Successful marketing teams typically focus on these types of customer segmentation :

  

  1. Geographic segmentation : groups buyers based on their physical location — country, city, region or climate — and language.
  2. Purchase history segmentation : categorises buyers based on their purchasing habits — how often they make purchases — and allows brands to distinguish between frequent, occasional and one-time buyers. 
  3. Product-based segmentation : groups buyers according to the products they prefer or end up purchasing. 
  4. Customer lifecycle segmentation : segments buyers based on where they are in the customer journey. Examples include new, repeat and lapsed buyers. This segmentation category is also useful for understanding the behaviour of loyal buyers and those at risk of churning. 
  5. Technographic segmentation : focuses on buyers’ technology preferences, including device type, browser type, and operating system. 
  6. Channel preference segmentation : helps us understand why buyers prefer to purchase via specific channels — whether online channels, physical stores or a combination of both. 
  7. Value-based segmentation : categorises buyers based on their average purchase value and sensitivity to pricing, for example. This type of segmentation can provide insights into the behaviours of price-conscious buyers and those willing to pay premium prices. 

  Customer segmentation vs. market segmentation

  Customer segmentation and market segmentation are related concepts, but they refer to different aspects of the segmentation process in marketing. 

  Market segmentation is the broader process of dividing the overall market into homogeneous groups. Market segmentation helps marketers identify different groups based on their characteristics or needs. These market segments make it easier for businesses to connect with new buyers by offering relevant products or new features. 

  On the other hand, customer segmentation is used to help you dig deep into the behaviour and preferences of your current customer base. Marketers use customer segmentation insights to create buyer personas. Buyer personas are essential for ensuring your personalised marketing efforts are relevant to the target audience. 

  10 customer segments examples

  Now that you better understand different customer segmentation categories, we’ll provide real-world examples of how customer segmentation can be applied. You’ll be able to draw a direct connection between the segmentation category or categories each example falls under.

  One thing to note is that you’ll want to consider privacy and compliance when you are considering collecting and analysing types of data such as gender, age, income level, profession or personal interests. Instead, you can focus on these privacy-friendly, ethical customer segmentation types :

  1. Geographic location (category : geographic segmentation)

  The North Face is an outdoor apparel and equipment company that relies on geographic segmentation to tailor its products toward buyers in specific regions and climates. 

  For instance, they’ll send targeted advertisements for insulated jackets and snow gear to buyers in colder climates. For folks in seasonal climates, The North Face may send personalised ads for snow gear in winter and ads for hiking or swimming gear in summer. 

  The North Face could also use geographic segmentation to determine buyers’ needs based on location. They can use this information to send targeted ads to specific customer segments during peak ski months to maximise profits.

  2. Preferred language (category : geographic segmentation)

  Your marketing approach will likely differ based on where your customers are and the language they speak. So, with that in mind, language may be another crucial variable you can introduce when identifying your target customers. 

  Language-based segmentation becomes even more important when one of your main business objectives is to expand into new markets and target international customers — especially now that global reach is made possible through digital channels. 

  Coca-Cola’s “Share a Coke” is a multi-national campaign with personalised cans and bottles featuring popular names from countries around the globe. It’s just one example of targeting customers based on language.

  3. Repeat users and loyal customers (category : customer lifecycle segmentation)

  Sephora, a large beauty supply company, is well-known for its Beauty Insider loyalty program. 

  It segments customers based on their purchase history and preferences and rewards their loyalty with gifts, discounts, exclusive offers and free samples. And since customers receive personalised product recommendations and other perks, it incentivises them to remain members of the Beauty Insider program — adding a boost to customer loyalty.

  By creating a memorable customer experience for this segment of their customer base, staying on top of beauty trends and listening to feedback, Sephora is able to keep buyers coming back.

  

  4. New customers (category : customer lifecycle segmentation)

  Subscription services use customer lifecycle segmentation to offer special promotions and trials for new customers. 

  HBO Max is a great example of a real company that excels at this strategy : 

  They offer 40% savings on an annual ad-free plan, which targets new customers who may be apprehensive about the added monthly cost of a recurring subscription.

  This marketing strategy prioritises fostering long-term customer relationships with new buyers to avoid high churn rates. 

  5. Cart abandonment (category : purchase history segmentation)

  With a rate of 85% among US-based mobile users, cart abandonment is a huge issue for ecommerce businesses. One way to deal with this is to segment inactive customers and cart abandoners — those who showed interest by adding products to their cart but haven’t converted yet — and send targeted emails to remind them about their abandoned carts.

  E-commerce companies like Ipsy, for example, track users who have added items to their cart but haven’t followed through on the purchase. The company’s messaging often contains incentives — like free shipping or a limited-time discount — to encourage passive users to return to their carts. 

  Research has found that cart abandonment emails with a coupon code have a high 44.37% average open rate. 

  6. Website activity (category : technographic segmentation)

  It’s also possible to segment customers based on website activity. Now, keep in mind that this is a relatively broad approach ; it covers every interaction that may occur while the customer is browsing your website. As such, it leaves room for many different types of segmentation. 

  For instance, you can segment your audience based on the pages they visited, the elements they interacted with — like CTAs and forms — how long they stayed on each page and whether they added products to their cart. 

  Matomo’s Event Tracking can provide additional context to each website visit and tell you more about the specific interactions that occur, making it particularly useful for segmenting customers based on how they spend their time on your website. 

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  Amazon segments its customers based on browsing behaviour — recently viewed products and categories, among other things — which, in turn, allows them to improve the customer’s experience and drive sales.

  7. Traffic source (category : channel segmentation) 

  You can also segment your audience based on traffic sources. For example, you can determine if your website visitors arrived through Google and other search engines, email newsletters, social media platforms or referrals. 

  In other words, you’ll create specific audience segments based on the original source. Matomo’s Acquisition feature can provide insights into five different types of traffic sources — search engines, social media, external websites, direct traffic and campaigns — to help you understand how users enter your website.

  You may find that most visitors arrive at your website through social media ads or predominantly discover your brand through search engines. Either way, by learning where they’re coming from, you’ll be able to determine which conversion paths you should prioritise and optimise further. 

  8. Device type (category : technographic segmentation)

  Device type is customer segmentation based on the devices that potential customers may use to access your website and view your content. 

  It’s worth noting that, on a global level, most people (96%) use mobile devices — primarily smartphones — for internet access. So, there’s a high chance that most of your website visitors are coming from mobile devices, too. 

  However, it’s best not to assume anything. Matomo can detect the operating system and the type of device — desktop, mobile device, tablet, console or TV, for example. 

  By introducing the device type variable into your customer segmentation efforts, you’ll be able to determine if there’s a preference for mobile or desktop devices. In return, you’ll have a better idea of how to optimise your website — and whether you should consider developing an app to meet the needs of mobile users.

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  Get the web insights you need, while respecting user privacy.

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  9. Browser type (category : technographic segmentation)

  Besides devices, another type of segmentation that belongs to the technographic category and can provide valuable insights is browser-related. In this case, you’re tracking the internet browser your customers use. 

  Many browser types are available — including Google Chrome, Microsoft Edge, Safari, Firefox and Brave — and each may display your website and other content differently. 

  So, keeping track of your customers’ preferred choices is important. Otherwise, you won’t be able to fully understand their online experience — or ensure that these browsers are displaying your content properly. 

  

  10. Ecommerce activity (category : purchase history, value based, channel or product based segmentation) 

  Similar to website activity, looking at ecommerce activity can tell your sales teams more about which pages the customer has seen and how they have interacted with them. 

  With Matomo’s Ecommerce Tracking, you’ll be able to keep an eye on customers’ on-site behaviours, conversion rates, cart abandonment, purchased products and transaction data — including total revenue and average order value.

  Considering that the focus is on sales channels — such as your online store — this approach to customer segmentation can help you improve the sales experience and increase profitability. 

  Start implementing these customer segments examples

  With ever-evolving demographics and rapid technological advancements, customer segmentation is increasingly complex. The tips and real-world examples in this article break down and simplify customer segmentation so that you can adapt to your customer base. 

  Customer segmentation lays the groundwork for your personalised marketing campaigns to take off. By understanding your users better, you can effectively tailor each campaign to different segments. 

  If you’re ready to see how Matomo can elevate your personalised marketing campaigns, try it for free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

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  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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