The 3 biggest misconceptions about customer journeys in B2B
B2B marketing is more complex than B2C. B2B companies typically have a much more complex customer journey, not only because touchpoints are often less digital and salespeople sometimes follow their own approach or even fixed routes, but also because there is usually a larger DMU (decision-making unit) than in a B2C company. Yet many marketers still treat the customer journey as a simple, straight line with a single decision-maker. This leads to mistakes that can hinder your success.
And that is exactly the problem.
🎧 In our podcast, we discuss why B2B customer journeys are often oversimplified, why the decision-making unit (DMU) matters, and how you can collaborate with other teams to create a more realistic picture.
Listen to the episode here!
Misconception 1: One persona drives the entire journey
In B2B, multiple people are involved: marketing, IT, legal, end users, and more. Yet they are often treated as if a single persona goes through the entire customer journey.
That doesn’t work. Everyone has their own mini-journey with different questions, needs, and frustrations. Getting your first stakeholder on board is step one, convincing their boss is step two – and if you handle that well, you significantly increase your chances of success. By merging all these mini-journeys into a single story, you miss important details and end up with a blurred view of the true journey.
Misconception 2: The journey is a straight line
Many marketers think in terms of a simple funnel: awareness → consideration → purchase. But B2B buyers often jump between stages, influence each other, and change their minds.
Ignoring this dynamic means missing opportunities to be relevant at precisely the right moment.
Misconception 3: Marketing owns the journey
The customer journey doesn’t stop at marketing. Sales, support, legal, and other teams play a major role. Without collaboration, experiences become fragmented, and you lose control of the overall picture.
What can you do?
Acknowledge the complexity of the B2B customer journey and stop oversimplifying. Develop multiple mini-journeys for the different stakeholders, learn their unique needs, and collaborate with other teams across your organization.
Want to know more? In our podcast episode, “Do you think you have a clear picture of the customer journey?”, we discuss how marketers can gain control over complex B2B journeys despite the many involved parties. We share practical tips to collectively create a clearer picture of the customer journey.
👉 Listen to the first episode Podcast Demystified.
