Path-to-purchase research: Delivering a seamless customer experience

Path-to-purchase research allows you to understand the most influential factors driving your buyers’ decision making and identify which touchpoints and interactions along the buyer journey are most critical to success.

B2b audiences typically complete around 60% of the purchase process before engaging with suppliers, and so understanding the path-to-purchase is vital in driving brand preference.


Our approach: Customer Journey & Path-to-Purchase Mapping

Path-to-purchase map

  • Mapping the path-to-purchase provides a simple and effective process to “walk in the buyer’s shoes” throughout the whole buyer journey

  • The map often starts with the awareness & interest phase, i.e. the start of the path-to-purchase, through to the buying decision, the service delivery and ends at relationship strengthening (the ongoing renewal of the customer journey)

  • Every touchpoint available to the buyer at each stage of the journey is looked at to determine where the strengths and weaknesses lie in order to drive continuous improvement

  • The aim of path-to-purchase research is to deliver a “best in class” customer experience along all touchpoints with the supplier / brand


Case study: Understanding the buyer journey and building personas and value propositions for Sodexo

Sodexo, a world-leader in food service and facilities management, places insight at the core of their marketing strategy. The company recognizes the importance of leveraging primary research to ensure that service offers meet the needs of the target market, with all their business decisions born out of research insights.

While regularly monitoring market and consumer trends, Sodexo partnered with B2B International to carry out customer journey research to help them understand typical buyer journeys and personas across four different business units.

Find out how these insights were used to inform top of the funnel marketing strategies, sales engagement strategies during the purchase process, and ensuring that the ongoing relationship throughout the contract period is nurtured in order to encourage customer satisfaction and loyalty.

path-to-purchase research


Case study: Walking in the shoes of a commercial vehicle customer

A transportation services company approached us to gain insight into the path-to-purchase journey (P2P), with an emphasis on their commercial leasing (in-sourcing) services.

As a means of better understanding this process, the company wanted to understand the different steps a potential buyer goes through from identifying a need through to deciding to get bid(s) for such services.

Find out what we did to help our client.

Path-to-Purchase Research


Activation services: Helping you get the most out of your research investment

external communications
External Comms
Helping you identify and push compelling customer value propositions that resonate with your audience and give your brand a competitive edge.
Workshop / Action Planning
Workshops / Action Planning
Internal action workshops with every stakeholder to understand the research findings, prioritize next steps and drive action.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs and challenges in order to more effectively market to them.
sales battlecards
Sales Battlecards
A “cheat sheet” used by account management and sales teams for engaging with a customer or prospect.
Get in touch to find out how you can benefit from mapping your Path-to-Purchase
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