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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.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  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.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Converting konvajs state to Advanced SubStation Alpha (ASS) format for subtitles

  7 juillet 2024, par Ahsan

  I am building a subtitle editor using react.js. I plan to use konvajs to build the styling feature of editor like rotate subtitles, change size etc. How do I convert resultant konva state to ass format so that ffmpeg can render these subtitles on video.

  


  If there is a better solution than using konvajs then please guide me.

  


• Multi-Site Management (Quick-Start Guide)

  18 juillet 2024, par Erin

  Do you run multiple websites ?

  Or, you’re expanding from one to two sites ?

  Multi-site management isn’t an easy task.

  While there are dozens of reasons why you may need to operate several sites, like brick and mortar stores opening new locations in different regions, you need to ensure you’re following the right strategies so you remain successful.

  So, how do you actually manage multiple websites at the same time without spreading yourself thin ?

  Using a single dashboard.

  In this guide, we’ll cover everything you need to know about managing multiple sites in a single location at once so you can lead a successful digital strategy.

  What is multi-site management ?

  Multi-site management is the process of organising and operating multiple websites from a single location. It helps with congruent branding and improved productivity.

  Enterprise businesses that use multiple, language-specific versions of their site to target their audience in specific countries or regions can also benefit from managing their multiple sites from a single location. 

  

  By analysing a few websites at once, marketers and analysts can oversee a few different business websites without having to switch between multiple platforms and technologies.

  Whatever the reason is for managing multiple sites, multi-site management helps marketers and analysts establish a consistent brand presence, improve workflow efficiencies and scale operations.

  7 Benefits of multi-site management

  Multi-site management allows you to navigate and control a few websites all in one centralised location.

  

  Here are a few of the main benefits of multi-site management :

  1. Save time by reusing code between websites

  Saving time is the main benefit of multi-site management. Rather than managing websites from multiple platforms, logins and infrastructures, you can manage everything from one place.

  Multi-site management allows you to easily reuse core code, infrastructure and other digital assets from other sites all within one dashboard.

  So, when you need to update all of your websites, you can do it all at once in a fraction of the time.

  2. Improve productivity by having everything in one place

  How many tools do you currently use for your job on a daily basis ?

  Five ? Ten ?

  Now, imagine adding on another handful of tools, logins and technology for every site you manage.

  It’s a lot, especially if you’re managing dozens of logins, usernames and passwords.

  With multi-site management, you don’t need to have multiple login credentials. Everything’s all in one place and within one system.

  You don’t need to switch between multiple tools and platforms to get things done.

  The same strategy applies to your web analytics. If you want to streamline your productivity, make sure you’re tracking all of the data from your different websites in one place. Matomo lets you track multiple sites, domains and subdomains in one centralised location with the ‘All Websites’ dashboard which is a roll-up report. This is ideal for enterprises managing and analysing numerous sites.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  3. Maintain brand image with consistent design across sites

  If you have multiple websites, subsidiaries or sister companies, it can take a great deal of effort to maintain branding consistency.

  But, if you’re leveraging a multi-site content management system, you can update your branding and design between all sites at the same time.

  If you need to make a change with your design, you don’t need to update each individual site with your new initiative. Instead, you can update multiple sites at once, allowing your visual branding to stay congruent, giving you uniformity in messaging.

  The result is an optimised user experience, which helps you increase trust with your audience, improve engagement and keep them coming back for years to come.

  4. Increase security through centralised management

  The greater your digital presence is, the more you can reach a wider range of people.

  But, there’s one downside : you expose yourself to more risk.

  Keeping multiple websites secure isn’t as easy to do if you’re leveraging dozens of different platforms and logins. 

  Instead, when you have all of your websites in one location, it can help you easily track every document. You can also control site versions for easy updates to prevent malicious attacks.

  5. Optimise scalability and flexibility

  If you plan on scaling your companies and digital presence, you need to ensure you’re able to do so without having to tear down your entire infrastructure or spend a ton of money upfront.

  For enterprise companies, multi-site management allows you to easily launch new regional sites as your company expands.

  Plus, if you have new product or marketing campaigns, you can simply add on microsites as needed by simply adding it to your current website lineup.

  This allows you to stay flexible in your marketing and growth strategies without adding extra risk or financial burden.

  6. Improve targeting and personalisation in marketing

  If you want to reach your audience better, but you’re managing multiple websites, it can be hard to not spread yourself too thin.

  But, if you’re managing a few websites in one place, it’s easier to track your audience’s interests, behaviour, wants and needs.

  By using a web analytics tool like Matomo to track the performance of multiple websites, you can see what’s resonating with your audience so you’re able to improve your targeting and offer personalised campaigns.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  7. Streamline collaboration between team members

  Making your team juggle multiple platforms, websites and tools is a surefire way to give them a headache.

  Multi-site management is one of the best ways to bring your entire team into one centralised location so you can foster seamless collaboration without leaving your team confused or frustrated.

  By placing your entire website management in one place, markters, designers, developers, writers and other team members can collaborate effectively so you can get more done in less time.

  With multi-site management, you bring your entire team into a single location to work on your websites so you can speed up your content creation process, speed up problem solving and streamline communication.

  6 Best practices of multi-site management

  When you have multiple websites, you can expand your brand presence. But, one main problem arises : it becomes overwhelming for anyone managing them.

  Since each website comes with its own platform, login credentials and assets, it becomes incredibly difficult for developers, marketers and others to maintain the sites. And, if your sites aren’t looked after properly, you could end up with technical issues and branding inconsistencies, causing you to lose conversions and negatively impact the user experience.

  Thankfully, multi-site management can help you streamline your efforts, improve productivity and scale your business.

  But, before you dive into your multi-site management process, you need to ensure you implement the right strategy.

  

  Here are a few best practices to follow to succeed with multi-site management :

  1. Use a multi-site CMS

  If you want to manage multiple websites, you need to make sure you’re leveraging a CMS that offers multi-site management capabilities.

  A multi-site CMS allows you to make simple content, design or management changes simultaneously without having to switch between different systems.

  Here are a few examples of CMS’ that offer multi-site management :

  • WordPress
  • Sanity
  • Drupal

  2. Integrate a headless CMS

  One of the most versatile types of content management systems is what’s known as a “headless CMS.”

  This is a CMS that lets you disconnect the front end from the back end of your website management.

  Here are a few examples of headless (and open source) CMS’ :

  • Strapi
  • Directus
  • Ghost

  A headless CMS can help you add versatility in the way you present content across multiple sites. It uses an API to give you more flexibility so you can push content to websites as well as apps, etc.

  Using a headless CMS can help you improve page load times, website performance and user experience by simplifying your tech stack.

  3. Implement cross-domain and mult-isite Matomo analytics tracking

  If you want to track the website analytics data of multiple sites, you need to implement cross-domain tracking.

  The best way to do this is by leveraging a web analytics solution like Matomo. It lets you track the performance of multiple subdomains or websites.

  With Matomo, you get easy data grouping and data roll-up reporting for streamlined tracking.

  

  This means you can track the individual performance of each site or group them together to see the shared performance.

  4. Enable multiuser management

  If you’re working with different team members who need access to your CMS, then you should consider enabling multiuser management.

  This allows several people to work within your multi-site CMS and also gives you the ability to grant or restrict access to certain abilities within the platform.

  This is handy if you have a few different stakeholders working in your CMS.

  By enabling different user permissions and access, you can improve the security of your website and protect sensitive company information.

  5. Leverage composable content

  Creating a few different websites is a great way to increase your brand reach. But, it can be time-consuming having to continuously create and update content within multiple sites.

  That’s where composable content comes in.

  It allows you to create similar content between sites using pre-made “blocks.” Content blocks act as templates so you can quickly add similar content pieces to each site without having to start over from scratch each time.

  This speeds up productivity for your designers, writers and editors and keeps brand image consistent across different sites.

  6. Use version control

  What happens if you update all of your websites with a redesign, but it flops ?

  Well, rather than having to tear it all down and redesign your site infrastructure, you can leverage version control to restore your website to a previous version.

  Version control is especially handy when you’re managing multiple sites at once and you have multiple team members working in your CMS.

  Version control is also helpful if you’re A/B testing different content. By saving previous versions of your websites, you can run tests to help you optimise your web performance. 

  For example, if you use Matomo’s A/B testing feature to experiment with different landing page designs for a lead magnet, but find that your previous version performed better, you can simply restore your websites to a previous version in seconds.

  Track web analytics for multiple websites with Matomo

  If you’re looking to expand your digital presence, then creating new websites is one of the best ways to grow your brand.

  Multi-site management can help you save time, improve productivity and maintain a consistent brand image across your empire.

  One challenge of multi-site management is tracking the performance of your websites.

  That’s where Matomo has you covered.

  Matomo is a privacy-friendly web analytics tool that collects, stores, and tracks data across multiple websites and subdomains, allowing you to improve your performance. 

  With over 1 million websites using Matomo, you can rely on it for accurate data without sampling, ensuring compliance with privacy regulations like GDPR and CCPA. 

  Matomo is especially beneficial for enterprises. It offers advanced roll-up reporting, enabling you to see the performance of multiple websites in one centralised dashboard. This feature, along with heatmaps, session recordings, and A/B testing, provides deeper insights into your website performance.

  Discover how Matomo can transform your web analytics with a demo. Request your demo now.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

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

  Start improving your websites now