B2B Path-to-purchase analysis

Delivering a seamless customer experience

Our B2B path-to-purchase analysis 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 B2B path-to-purchase is vital in driving brand preference.


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

  • Mapping the B2B 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 B2B 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 B2B path-to-purchase research 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.

B2B path-to-purchase research


Case study: Using buyer journey research to provide deep insights into commercial bank decision-makers for Visa

Visa is at the forefront of driving a myriad of new payment solutions including Visa Direct and Visa B2B Connect. Visa Direct helps enable money movement to eligible debit cards domestically, and to eligible debit cards and accounts cross border. Visa B2B Connect enables B2B, cross-border, higher value payments to accounts on the same or next day through a single connection.

Visa required research to understand how to connect to and engage with new audiences within commercial banks and how to position Visa Direct and Visa B2B connect to help commercial banks adopt the solutions successfully.

b2b path-to-purchase and buyer journey research case study


Case study: CX transformation research to help Republic Services (RSI) to deliver a best-in-class digital experience

Republic Services recently embarked on a digital transformation journey to improve process efficiencies and create greater value for customers.

Republic Services engaged Merkle B2B to establish and define an actionable future state roadmap for enhancing the digital experience based on current technology and data stack, but also considering planned initiatives.

To achieve the overarching goal of customer experience transformation, insights gathered by B2B International were required to obtain a deep understanding of the current and desired future state of the customer experience from both and internal stakeholder and external customer perspective.

cx transformation research


Activation services: Helping you get the most out of your B2B path-to-purchase analysis 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 our B2B path to purchase analysis
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