Buyer behavior · Conceptual synthesis and framework
B2B Customer Journeys: Conceptualization and an Integrative Framework
Industrial Marketing Management · 2023
Summary
Defines B2B journeys as intertwined, goal-oriented paths through both purchase and use, involving multiple buying- and usage-center members, direct and indirect touchpoints, and relational context.
For your marketing
Possible founder application
A useful map for planning acquisition content and post-sale education together. Follow the buyer through deployment and reassessment rather than stopping the journey at the contract.
Reported result
What the study found
Defines B2B journeys as intertwined, goal-oriented paths through both purchase and use, involving multiple buying- and usage-center members, direct and indirect touchpoints, and relational context. Usage and reassessment can trigger a new journey.
Research question
What the authors investigated
How should the B2B customer journey be conceptualized across buying and usage stages, decision makers, and touchpoints?
Design
Conceptual synthesis connecting customer-journey research, B2B buying processes, buying centers, and business relationships; includes a hypothetical case illustration.
Sample and setting
Theory paper without primary empirical data.
Scope and transfer
Limitations to keep in view
The key limitation is lack of primary empirical data; the framework needs testing in specific B2B categories and customer contexts.
Research sources
ScienceDirect publisher abstract and article page retrieved with Firecrawl; framework and stated limitation were reviewed.