In business-to-business (B2B) interactions, the journey that customers experience is a critical determinant of success. At the heart of this journey lies the concept of touchpoints – those pivotal moments when business customers interact with a brand. These touchpoints are not occurrences; they are the foundation upon which successful outcomes for clients and customer success (CS) teams are built. In this article, we will explore why B2B customer journey touchpoints are important and how they can be used to drive subscription renewals and increased revenue.

Understanding B2B Customer Journey Touchpoints

B2B customer journey touchpoints serve as the junctures where businesses engage with a brand, be it through website visits, online sales purchases, or seeking phone support. These interactions span various stages of the customer lifecycle, from the initial awareness phase to post-sales support. Functions such as marketing, sales, customer service, and tech support intertwine to shape these touchpoints, each serving a unique purpose. Whether it’s inviting customers to explore the website, resolving queries promptly, or nudging them to renew subscriptions, every touchpoint contributes to the overall customer experience.

Categorising B2B Customer Journey Touchpoints

To grasp the significance of these touchpoints, it’s beneficial to categorise them into distinct stages. The B2B customer journey can typically be segmented into eight main phases:

Awareness: Customers become acquainted with the brand.

Consideration: Interest is piqued, and customers contemplate engaging further. Conversion: The decision to purchase or subscribe is made.

Onboarding: Customers are initiated into the brand’s ecosystem.

Adoption: Active usage of the product or service commences.

Renewal: Consideration of continuing the subscription arises.

Expansion and Growth: Customers explore additional features or services.

Loyalty and Advocacy: Satisfied customers become brand advocates.

Significance of Key Touchpoints in SaaS Customer Journey

In Software-as-a-Service (SaaS), certain touchpoints hold particular importance. These include moments such as the initial usage of freemium services, successful onboarding, upgrades, upsell offers, and subscription renewals. Each of these touchpoints represents an opportunity to enhance the customer experience and foster long-term loyalty.

Leveraging B2B Customer Journey Touchpoints for Success

Mapping B2B customer journey touchpoints is not merely an exercise in visualisation; it’s a strategic imperative. By outlining these touchpoints, businesses can establish standard procedures, automate workflows, define Key Performance Indicators (KPIs), and monitor performance. This structured approach empowers CS teams to optimise customer experiences at every juncture, thus driving higher satisfaction and increasing the likelihood of subscription renewals and upsells.

The Bottom Line

In conclusion, B2B customer journey touchpoints are not just stepping stones; they are the foundation which lasting customer relationships are built. By mapping these touchpoints, businesses can unlock opportunities to deliver exceptional customer experiences, driving higher retention rates and revenue growth. If you are looking to increase your touchpoints, you should contribute to one of our collaborative articles. This is an opportunity for you to boost your brand awareness through content marketing. You can publish your writing on our DA60+ site, reaching an audience of 500,000+. This is the best place to start increasing your touchpoints. Click here to contribute. 

This article was inspired by the article here. 

About the author: Tilly Little

Digital marketer at Expert Circle