B2B Marketing: Customer Journeys and Go-to-Market Strategy

Understand why providing a smooth customer journey, without any hurdles, is as important as the product or service value proposition to drive B2B success.

Learn how knowing the customer journey allows a clear understanding of go-to-market gaps (spanning across marketing and sales) and helps prioritize commercial initiatives. 

Learn how to use in-depth interviews and surveys to discover customer journey insights. Get a voice of the customer (VOC) guide that can help you get started quickly.

In this chapter, you will learn how to discover customer journey insights and improve the lead conversion rate of your marketing funnel by using pivot tables and VLOOKUPs for basic data analysis.

Given the quantitative nature of subject, the primary delivery format is rich PDF lessons with real-world scenarios and analyses based on mock data. Each chapter also has knowledge check questions to help you check your understanding of the acquired knowledge and skills. As a bonus, you will receive the spreadsheets with mock data and analysis for each topic so that you can deep-dive into the data, and even start with your own analysis quickly.

You can find the PDF lessons and the spreadsheets in the "Resources" section for each lecture.

Make your lead qualification or lead screening more customer-friendly by using summary statistics and KPIs for decision-making.

Given the quantitative nature of subject, the primary delivery format is rich PDF lessons with real-world scenarios and analyses based on mock data. Each chapter also has knowledge check questions to help you check your understanding of the acquired knowledge and skills. As a bonus, you will receive the spreadsheets with mock data and analysis for each topic so that you can deep-dive into the data, and even start with your own analysis quickly.

You can find the PDF lessons and the spreadsheets in the "Resources" section for each lecture.

Make your go-to-market strategy customer centric by providing ease of information access, ease of contact, and fast turnaround for customer requests.

Real-world customer journey and go-to-market examples on topics like customer follow-up and responsiveness, customer need recognition, forms and other customer journey hurdles, and lead conversion.

Use hypothesis testing to evaluate web UX decisions and ensure whether an improvement or decline in a metric of interest is statistically significant (valid) or is caused by some other reason.

Given the quantitative nature of subject, the primary delivery format is rich PDF lessons with real-world scenarios and analyses based on mock data. Each chapter also has knowledge check questions to help you check your understanding of the acquired knowledge and skills. As a bonus, you will receive the spreadsheets with mock data and analysis for each topic so that you can deep-dive into the data, and even start with your own analysis quickly.

You can find the PDF lessons and the spreadsheets in the "Resources" section for each lecture.

Predict order volume based on customer interaction variables—such as marketing spend, web traffic, lead volume, and discount programs—that can be used as leading marketing indicators.

Given the quantitative nature of subject, the primary delivery format is rich PDF lessons with real-world scenarios and analyses based on mock data. Each chapter also has knowledge check questions to help you check your understanding of the acquired knowledge and skills. As a bonus, you will receive the spreadsheets with mock data and analysis for each topic so that you can deep-dive into the data, and even start with your own analysis quickly.

You can find the PDF lessons and the spreadsheets in the "Resources" section for each lecture.