El customer journey es el conjunto de interacciones de un cliente B2B con la empresa desde awareness hasta advocacy, mapeado en etapas + touchpoints + emociones + pain points. Framework foundational para alinear marketing + sales + customer success. Mid-market B2B journey típico 60-180 días, 8-15 touchpoints, 5-10 stakeholders.
7 etapas customer journey B2B canónico
- Awareness · pain identificado, búsqueda inicial soluciones.
- Research · evaluación vendors potenciales, comparativas, reviews.
- Evaluation · demos, propuestas, references customer success.
- Decision · negotiation pricing + contract + procurement.
- Onboarding · setup + activation + time-to-value <30d target.
- Adoption · uso recurrente + Aha moment + expansion potential.
- Advocacy · referrals + case studies + reviews + renewals.
Touchpoints multi-channel B2B
- Owned · website + blog + landing pages + email + product.
- Earned · SEO + LLM citations + reviews G2/TrustPilot + press mentions.
- Paid · Google Ads + LinkedIn Ads + Meta + sponsored content.
- Direct sales · SDR outbound + AE discovery + executive sponsorship.
- Customer Success · QBR + onboarding + support + community.
Framework mapping operativo
- Persona definition · stakeholder roles (CMO, CTO, CFO, user, champion).
- Stage identification · 7 etapas + duración estimada per stage.
- Actions + thoughts + feelings · qué hace, qué piensa, qué siente cliente per stage.
- Touchpoints mapping · channels + content + ownership team per stage.
- Pain points + opportunities · friction + delight moments.
- Metrics per stage · CR + time-in-stage + drop-off rate.
- Recommendations · improvements priorizados por impact + effort.
Tools customer journey mapping
- Miro / FigJam · visual mapping collaborative.
- UXPressia · journey mapping templates.
- Smaply · enterprise journey + persona + ecosystem mapping.
- HubSpot / Salesforce · CRM-native journey tracking.
- Hotjar / FullStory · session recordings + heatmaps pre/post-conversion.
Errores frecuentes
- Journey lineal vs reality non-linear. B2B buyers vuelven a research stage múltiple veces.
- Solo Marketing/Sales sin Customer Success. Post-Won journey crítico para LTV.
- Sin métricas time-in-stage. No detección bottlenecks.
- Persona única ignora comité. B2B mid-market 5-10 stakeholders simultáneos.
- Map sin update quarterly. Mercado + buyer behavior evolve fast.
- Sin emotional layer. Pain/delight emocional drives decisions B2B también.
Términos relacionados
- Funnel de conversión — etapas pre-Won similares.
- Buyer Persona B2B — input mapping.
- ICP — segmentar journey por ICP.
- Atribución multi-touch — quantify touchpoints.
- Cohort Analysis — analyze journey por cohort.
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