B2B Buyer's Journey Customer Interviews

Following yesterday's post, there are four types of Customer Interviews. 

1. Buyer Journey

2. Churn/Win Back

3. User Interviews

4. Brand / Perception
   

Today, we'll do a rundown on B2B "Buyer's Journey" Customer Interviews.

When to do Buyer's Journey Customer Interviews? 

• When you don't have enough leads

• When your cost-per-lead is too high

• When you have a low response rate

• When you want to grow market share within a specific customer segment, industry, or vertical
  

How often to do Buyer's Journey Customer Interviews?

• Every six months

• Ongoing
  

Who is the target audience for Buyer's Journey Customer Interviews?

• Person(s) who makes the buying decision

• Person(s) involved in the buying process

What you're trying to understand with Buyer's Journey Customer Interviews?

• How and why your customers buy.

My closing thoughts on Buyer's Journey Customer Interviews: 

Do them.  They improve your understanding of how and why your customers buy.  You can use this knowledge to level up how and where you market to them for better results. 

If you have questions related to B2B Buyer's Journey Customer Interviews, let me know.

Wanna learn more about Customer Interviews? Check out these posts:

• Churn/Win Back

• User Interviews

• Win/Loss Sales Interviews

Frequently Asked Questions

When is the right time to start doing Buyer's Journey Customer Interviews?

When there aren't enough leads, when cost-per-lead is too high, when response rates are low, or when growing market share within a specific customer segment, industry, or vertical is the goal.

How often should Buyer's Journey Customer Interviews be conducted?

Every six months, on an ongoing basis, keeping insight into buying behavior current rather than relying on a single, outdated round of interviews.

Who should actually be interviewed for this type of customer interview?

The person or people who make the buying decision, along with anyone else involved in the buying process, capturing perspectives from everyone with real influence over the purchase.

What is a Buyer's Journey Customer Interview actually trying to uncover?

How and why customers buy, real insight into the decision-making process that shapes how and where marketing should be targeted for better results.

What are the other types of customer interviews in this broader series?

Churn/Win Back interviews, User Interviews, and Brand/Perception interviews, each covering a different angle of customer understanding beyond just the buyer's journey itself.