The document discusses how customer loyalty journeys differ between B2B and B2C contexts. In B2B, loyalty is determined not only by repeat purchases but also by how many new customers a buyer influences through recommendations. The decision making process is more complicated in B2B as multiple stakeholders are often involved and contractual agreements can enforce structural loyalty rather than personal preference. Marketers are advised to track how buyers spread influence like seeds from a dandelion in order to engage new potential decision makers.

1. Demystifying the “Customer
Decision Journey” in a B2B Context

2. AboutAboutAbout
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3. Is “Consumer Decision Journey”
just a buzzword?
• It offers more value to B2C
marketers than B2B marketers
• Would these basic principles
apply to the B2b world?

4. In this presentation…
• How B2B customers’ loyalty loop is
created differently to B2C’s.
• How you can align your marketing to
seize the moment that loop appears.

5. Loyalty measurement

6. I. Loyalty loop repetition
(times of purchases)
This criteria applied for business users and end users.

7. In the consumer product case,
end user is usually also the decision maker.

8. B2B marketers purchasing criteria is more complicated.

9. What makes B2B buyer’s decision journey more
complicated?

10. If companies buy your product,
they are structurally loyal due to contractual agreements.

11. When this contract expires,
hidden factors affecting a decision to replace your product.

12. … or it can also be a shift in the loyalty of
the people in the account.

13. So, don’t count how many times a company buys from you
but how many times a person does, no matter where he goes.

14. II. Loyalty loop proliferation
(referencing reach)
• Much less obvious and revenue-based
• Create more ground for developing new and engaged leads.

15. B2C buyer preference
is based on personal opinion…

16. and not affect other’s perception.

17. • Peer recommendation
• Industry best practices
• Successful case studies
• Free demos

18. B2B preferences = References

19. Don’t evaluate a buyer only by how many times he buys from you
but also by how many people he influences.

20. Go Track the Seeds

21. Doing B2C business is like planting trees
An end user is like an orchid.

22. Multiple blooms
=> Multiple purchases

23. A B2B buyer is like an dandelion.
Doing B2B business is like planting trees, too

24. Dandelions bloom several times in their lifetime,
but they breed pretty well.
So, one dandelion flower definitely creates more plants
than an orchid flower does.

25. Follow the seeds and give them reasons to stay
loyal to you.
=> Use green house

26. In business:
greenhouse = social networks
Use LinkedIn to avoid losing seeds
and to figure out new potential decision makers.

27. Your seeds are yours,
but only if you can control the greenhouse.

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