Introduction

The B2B buyer journey is no longer linear—it’s complex, emotional, and powered by research, peer influence, and personalization. Creating a buyer journey map helps teams align around how prospects move from first touch to renewal—and beyond.
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In this guide, you’ll learn how to build your own buyer journey map with step-by-step instructions, real-world visuals, and free downloadable template.
 
Why B2B Buyer Journey Mapping Matters

A buyer journey map empowers your marketing, sales, and CX teams to:

• Understand what buyers think, feel, and do at each stage
• Personalize messaging and offers based on real needs
• Identify content gaps and campaign opportunities
• Align sales, marketing, and customer success around a shared vision

 
When mapped correctly, your buyer journey becomes the playbook for predictable growth and better customer experience.
 
The Key Stages in a Modern B2B Buyer Journey
Most B2B journeys can be broken down into 5–7 stages.
 
Here’s a common structure:

1. Awareness / Trigger

• What sparks initial interest?
  • Emails
  • Case Studies
  • Ads
  • Social Media
  • Events
  • Sponsorships
  • Directories
  • Referrals

 
2. Consideration / Review

• How do buyers explore solutions?
  • Website
  • Webinars
  • White papers / eBooks
  • Video
  • Demos
  • Third Party Reviews
  • Podcast
  • Case Studies
  • Competitor research

 
3. Decision / Selection

• What factors lead to a purchase?
  • Demos
  • Case Studies
  • ROI tools
  • Pricing sheets
  • Awards & Accolades
  • Accreditations

 
4. Onboarding / Engagement

• What does the handoff from sales to CS look like?
  • Account setup
  • Training
  • Knowledge Base

5. Relationship / Success

• How do you keep customers satisfied?
  • Support
  • Upsell
  • Performance dashboards

 
6. Renewal / Advocacy

• What prompts contract extension or referrals?
  • Case studies
  • Incentives
  • loyalty programs
  • Newsletters
  • Events

 
3 Common Formats for Mapping the B2B Buyer Journey

1. Linear Stage-Based Map
Best for: Sales-aligned planning, campaign sequencing, ABM

2. Emotion & Risk-Based Journey Map
Best for: UX strategy, customer success, product design

3. Simplified Grid Map (Great for teams)
Best for: Workshops, agile teams, quick feedback loops

You don’t have to choose one—each format has its place depending on what you’re mapping and who you’re presenting it to.

How to Build Your B2B Buyer Journey Map (Step-by-Step)

Step 1: Define Your ICP (Ideal Customer Profile)
Identify the decision-makers, influencers, blockers, and users.
Your map should reflect their perspectives.

Step 2: Outline the Journey Stages
Choose from Awareness → Consideration → Decision → Retention → Advocacy or customize as needed.

​Step 3: Fill in the Buyer’s Perspective
For each stage, map:

• What they do (actions)
• What they feel (emotions, doubts)
• What they need (content, demos, testimonials)
• Who they engage with (touch points)

Step 4: Identify Gaps and Opportunities
Spot where content, enablement, or experience is missing.

Step 5: Assign Team Ownership & KPIs
Who owns what? Track metrics like lead-to-MQL rate, demo attendance, time to close, NPS, or renewal likelihood.
 
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 Final Thoughts
Mapping your buyer journey isn’t a one-time exercise. It’s a living strategy tool for B2B teams to revisit quarterly.

By using a format that works for your business, you’ll unlock better campaigns, stronger sales alignment, and more customer loyalty.

Free Download: B2B Buyer Journey Map Template
Use this template during planning sessions, strategy presentations, or quarterly reviews to keep your team aligned.
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If your pipeline feels bloated with low-quality leads—or your sales team keeps saying “these aren’t the right people”—you probably don’t have a clearly defined Ideal Customer Profile (ICP).

Without it, you’re spending time and budget chasing the wrong accounts.

This guide will help you define and activate your ICP so you can:

• Attract better-fit leads
• Shorten your sales cycle
• Increase retention and lifetime value
• Align your GTM teams around who truly matters

Let’s break it down.
 
✅ Step 1: Start with Your Best Customers
Look at the customers who:

• Stay the longest
• Buy the most
• Refer others
• Cause the fewest headaches

These are your goldmine.
Analyze what they have in common.
 
📌 Action: Pull a list of your top 10–20 accounts and answer:

• What industry are they in?
• What size are they?
• What problems did you solve for them?
• What triggered their interest in your solution?

 

✅ Step 2: Define Core Firmographics
Nail down the company-level traits that make an ideal customer:

• Industry or vertical
• Company size (employees or revenue)
• Location
• Stage (startup, scale-up, enterprise)
• Business model (SaaS, services, DTC, etc.)

 
🎯 Pro Tip: Tools like ZoomInfo, Apollo, or Clearbit can enrich this data automatically.
 

✅ Step 3: Dig Into Internal Fit
Not all companies with the same external traits will be a fit.

Go deeper:

• Are they dealing with a specific challenge?
• Do they have urgency or a compelling event (funding, layoffs, expansion)?
• Are they already using a legacy or competing solution?

 
📌 Add "tech stack fit" or “team maturity” as filters to tighten targeting.
 

✅ Step 4: Map the Buyer Personas
Now zoom into the people who make the buying decision.

Create a profile for each:

• Decision-maker (e.g., VP of Marketing)
• Influencer (e.g., Head of RevOps)
• End user (e.g., Marketing Associate)

Define:

• Their title and role
• Their KPIs
• Their pains
• Their buying triggers

 
🧠 Example: For a B2B SaaS startup selling attribution software, the ICP is a Series B SaaS company with $10M+ ARR, and the key persona is a demand gen leader struggling with visibility across channels.
 

✅ Step 5: Use Your Data to Validate
Don’t rely on assumptions—back it up with data:

• Where do you close the fastest?
• Who has the highest LTV?
• What segments churn less?

 
📊 Tools like Salesforce, HubSpot, Looker, or even a spreadsheet can reveal patterns across your pipeline.
 

✅ Step 6: Define Who’s NOT a Fit (Negative ICP)
These are prospects that may look promising at first—but drain your time and don’t convert.

🚫 Examples:

• No clear need or urgency
• Too small to afford your solution
• Painfully long sales cycles
• High churn rates

 
🔥 Pro Tip: Share this with SDRs and ad ops teams to cut wasted spend and refine targeting.
 

✅ Step 7: Test, Iterate, and Share It Org-Wide
Your ICP isn’t a one-time exercise—it evolves:

• Review quarterly with marketing + sales
• Update based on product changes or market shifts
• Align messaging, outreach, and ads around it

 
📥 Create an internal ICP one-pager or slide with examples and distribute to all GTM teams.
 

💡 Bonus: Use ICP Insights Everywhere
Once defined, use your ICP to:

• Refine ad targeting
• Personalize outbound emails
• Prioritize accounts in ABM
• Influence product roadmap
• Build content that speaks directly to your personas

 
Final Word
The clearer your ICP, the stronger your growth. Defining it is how great marketing gets laser-focused—and how sales stops wasting time on dead-end leads.


​✅ Want to get started?
Grab our free ICP Template and start mapping your ideal customer in minutes.

# - HASHTAGS 
WHAT ARE THEY? 
WHAT DO THEY DO? 
HOW DO YOU PROPERLY USE THEM?  

Definition:

Defined by the oxford dictionary, a hashtag is a word or phrase preceded by a hash or a pound sign (#) and used to identify messages on a specific topic.

Hashtag.org further defines a hashtag as an easy way for people to categorize, find and join conversation on a particular topic.

Let's dig deeper

If you are new to the social media universe you may wonder how those words in a Tweet, Facebook post, Google Plus post or even on an Instagram photo are highlighted and why do people use them so frequently. Do not worry you are not alone.

Hashtag History

The hashtag was born on August 23, 2007 by a developer named Chris Messina. Chris proposed the hashtag as a way to group conversations on Twitter, and pitched the idea to the Twitter execs. Twitter initially found his proposal to be a bit “nerdy.” However in October of 2007 when the series of forest fires struck San Diego, citizen journalists began using the hashtag #SanDiegoFire at Messina’s direction. The journalists used #SanDiegoFire to tweet updates regarding the fires. That incident gave birth to the hashtag phenomenon.  Today users, brands and companies around the world use hashtags to cover anything from new product launches, natural disasters to political events. 

Now hashtags are not only used within the Twitter platform but many others such as Instagram, Google Plus and Facebook to name a few. Hashtag as defined above allow a user to turn a statement, word, abbreviation and or a group of words into a searchable link. This searchable link allows users to organise content, track discussions based on those keywords, join conversations, but most importantly the hashtags generates organic traffic. 

How do you hashtag properly?

First- 
Now that you’re in the social realm, when you use the hashtag you are allowed the freedom to be grammatically incorrect! #Winning

The basics of a properly used hashtag require a user to not include any spaces between the hashtag and the word/s.  So if you want your hashtag to be a complete statement you must group all the words together with the hashtag (#) sign at the beginning.

Example: 
 #Cats #ILoveCats #CatsLoveME

Uppercase versus Lowercase
It is suggested that if you want to use more than one word in your hashtag, use uppercase letters to identify new words which will make it easier on the reader. The use of upper and lowercase letters will not alter the effect on your hashtag. Additionally, they will not alter your search results.

Example: 
#SocialMediaInsanityWeek #SocialMediaWeek #SocialMedia

Numbers?
Numbers are supported in the use of hashtags. 

Example:
#50ShadesOfBacon #5DollarDiscount #25PercentOff

What characters are not supported by hashtags?
When it comes to hashtags punctuation marks, commas, periods, exclamation points, question marks and apostrophes are of no use.  Also asterisks, ampersands and any other special characters are not supported. 

What's the difference between using @ and #?
The @ symbol is used when you want to tweet or post to someone directly. This lets that individual, brand or company know that you have written to them directly. This will also provide a notification to that user.

A hashtag will not show up in the form of a notification like a @ message would.

It is common practice for users to use both the @ and # for celebrities, brands and companies. If you want to reach some directly do not use the # use the @ instead.

Example:
@MichaelJackson I have that #ThrillerVibe #MichaelJacksonMusic.

# Supported Platforms

Twitter
As mentioned above Twitter was the birthplace of the hashtag. Within the Twitter platform the hashtag is mainly used to denote specific topics of conversations. When you glimpse at the ‘Trend’s sidebar of your Twitter feed, you will see a list of trending hashtags that you may be interested. Twitter uses its own algorithm that monitors your activity and uses that information to populate a list of hashtags that it believes you will be interested in. 

Facebook
Facebook introduced the ability to use the hashtag in June 2013. When you use the hashtag within Facebook it allows your hashtag to populate in results that are not just limited to the people you know. When you click on the hashtag or searching for a hashtag within the Facebook search bar you will garner a list of posts containing the same hashtag. 

Google +
Google plus is pretty awesome to say the least. When clicking on a hashtag within the Google Plus platform the search results show both the original hashtag as well as posts with similar tags and keywords. Furthermore, Google provide an additional option that allows the user to search within Facebook and Twitter.  As your searching within Google Plus the Google search results are displayed on the left while the hashtag results are displayed on the right. 

Pinterest
Within Pinterest hashtags are used to mark and search for specific content of interest. Once the user clicks on the hashtag in a pin description the user will then be navigated to the results that contain the exact hashtag, plus pins with the same word or phrase in the description.

Instagram
Instagram uses hashtags to enrich the images shared and allow the user to discover new accounts, pick up followers and increase likes per image/s. It's common for a photo on instagram to have multiple hashtags. Additionally, hashtags have evolved on Instagram in that they are also created to employ Instagram photo challenges.

Example:
#MustachME – Snap a picture of anything that includes a mustache within the picture and attach the #MustachMe

Tumblr
Tumblr has a special section within the individual post that is known as the ‘Tag’ area. This section is where you will enter your tags and the hashtag is inserted automatically. The tags function like the hashtags within Twitter. Tags organize posts by topics. One thing to note, the hashtags users employ within the main body of the post do not transform into links.

Your Social Voice
Apart from using hashtags to organize your posts, tweets and images, the hashtags can help you create your virtual personality within the social platforms. Hashtags can provide a colorful tone to the discussion. 

Examples:
-       Two days till Friday #CantWait #BringOnFriday
-       I just burnt my bacon #EpicFail #BaconFail #Sad
-       Dress paints with running shoes? #Why #NotStylish #TerribleChoice

Hashtag Take Aways

1. Follow Trends
Research the trending hashtags and try to employ them with your posting efforts. Only use them if they are relevant to your purpose of the post, tweet or image. Using popular hashtags allows the user to insert themselves into the conversation which will result in more organic traffic.

Note: Do not use trending hashtags if they are not relevant to your posts as it will show the virtual world that you are a spammer.

2. Relevant Hashtags
Use hashtags that resonate with your post. So that when users find your post via that hashtag it will align with what they searched for.

Example:
If you want to promote last minute deal to sell of stock use #LastMinuteDeals #ClearOutSale #WhileSupplyLasts

3. Don't Duplicate
Only use the same hashtag once within the same post. Never duplicate as hashtag within the same post.

Example:
I love #Cats, #CATS are amazing creatures 

4. Framework
Never just post a hashtag as your post, tweet or image. It's lame, bad practice and just paints a bad picture of the user in the Social Realm. You must aim to give context to the reasoning of your selected hashtags.

Example:
#Love 

5. Dont over use the hashtag

Helpful links:

• https://www.hashtags.org

Register your own hashtag at hashtag.org. You can also monitor and research trending hashtags via their website.

• https://iconosquare.com/

Research and monitor trending hashtags within Instagram via iconosquare.com