How to Improve B2B Retention With the Customer Journey Map
A person standing at the edge of maze, representing the intricate customer journey.
haydar.al-saad
03 Sep

The customer journey map can provide insights into your audience, offering, and future as a company. But how can the customer journey map work for B2B audiences, especially in relation to a service or subscription instead of a product? Today we’re taking a look at a better customer journey model for B2B and exploring how it can be used to improve customer retention and success.

What Is the Customer Journey Map?

A customer journey map is a flowchart or diagram that visually shows how a customer interacts with a company. It outlines customer touchpoints, typically categorizing them into four steps:

  1. Awareness
  2. Interest
  3. Action
  4. Retention/Growth

Why Is Customer Journey Mapping Important?

Customer journey maps are useful to companies for a number of reasons:

  • They put customers in nice, neat boxes
  • They help decision makers understand their customers’ motivations and needs (and inspire upsells and cross-sells)
  • They assist with identifying and fixing customer pain points
  • They identify gaps in the experience where potential customers may be lost
  • They provide actionable information about how to market to customers based on where they are in their journey
Illustrated hands hold arrows, representing the customer journey map

So, What’s the Problem With The Customer Journey Map?

Traditional customer journey mapping can be a helpful tool for a typical B2C, product-focused company. But what about B2B sales? What about service and subscription offerings? And how can the customer journey map focus more on customer success than acquisition?

The reality is that when it comes to an on-going customer relationship (especially in the B2B space), customers don’t fit into nice, neat boxes. Relationships are complicated, and can’t be boiled down to a small handful of factors or steps.

The real customer journey:

  • Doesn’t end with a single purchase
  • Doesn’t stick to a specific timeline
  • Is fluid, and can move between phases non-linearly
  • Should be focused as much on customer retention as acquisition

What Might the Typical B2B Customer Journey Look Like?

The truth is, there is no typical B2B customer journey. Instead, let’s look at three examples of a customer journey for a B2B SaaS company.

Scenario One

A decision maker learns about your software through an ad. They look into alternatives but eventually decide to book a free demo. After the demo, they subscribe to your software and are onboarded.

They use and like the product, but never adopt it to its fullest potential, due to a lack of focus on retention. They are always a high-risk account. You retain them for one year, after which they cancel and opt for another software.

Scenario Two

A decision maker learns about your software through another business unit within their company. They reach out and you make a direct cross-sell. There is no competition for your bid.

You onboard the customer and focus on their success and retention until they become one of your key accounts. After two years, you have upsold their business unit to an enterprise license and have cross-sold to three other units in the company on their referral.

Scenario Three

A decision maker learns about your software and reaches out for a demo. Unfortunately, your software doesn’t have the features they need. They opt for another software, but remain aware of your business.

A year later, you reach out after a major feature update, and after a demo, the client subscribes to your software. You onboard them and stay alert to their feedback so you can continue to grow your offering to meet their needs and prevent them from becoming high-risk.

A network of points that are all interconnected – a better visualization of the real customer journey map

The New Customer Journey Map

So, if the traditional customer journey map isn’t applicable to your business, what do you do? We suggest thinking of the customer journey map as a dynamic lifecycle.

It’s not as easy to visualize, but you can create a lifecycle with custom stages like onboarding, growth, and adoption that fit your customers far better than a one-size-fits-all solution. Customers may move through these stages linearly, or they may move back and forth over time.

How Can You Use Journey Mapping to Improve Customer Retention?

Now that you’ve built your customer journey map, how can you use it to improve your customer retention? Here are four ideas to maximize value.

Go Beyond Click Attribution

The traditional customer journey map can put too much focus on a single point of conversion. And data and analytics can back those conclusions up. But the true customer journey consists of many touchpoints in time that eventually result in a new customer.

Understanding which touchpoints your best customers encounter can help you replicate their journey for future customers and high-risk accounts. And, considering what the customer journey might look like for lost leads can be just as telling. How can these pain points be mitigated to reduce and prevent churn?

Understand the “Average” Journey

In addition to looking at best and worst case scenarios, consider the “typical” customer journey. 

Looking at individual customer data makes it hard to identify trends and prioritize adjustments within your customer journey. But, with a dynamic customer map, you can build a persona and focus your efforts on the tweaks that will make the most significant difference to the largest number of customers and leads.

Identify High-Risk & High-Opportunity Customers

Dynamic journey mapping can help you identify patterns and predict lost customers before their exit. It can also help you spot “ideal” customers earlier on who may be a great opportunity for an upsell or cross-sell. Understanding these two edge cases can help strengthen your renewal and retention strategy and boost your net revenue retention.

Drive Your Company Forward

Once you understand what your custom journey looks like, you’ll have the insights you need to drive your company’s success and growth. Taking a deeper look at your customer journey can uncover completely new opportunities, whether that’s developing a new software feature or opening a new pricing tier for smaller companies. Let the pain points and successes you discover be your guiding light moving forward.

Build dynamic customer maps, track relationship strength, and improve your net revenue retention with RevSetter, our intuitive customer success platform.

Check out our other blog posts

The New Way to CS

Listen here on: Apple Podcast Spotify Google Customer Success has evolved in recent years - from focusing on old-school, vanity metrics and being seen as a support or services function to focusing on value-creating, ROI-driven metrics and being seen as a revenue...

Steps to Optimizing the Customer Lifecycle

Optimizing the customer lifecycle is crucial in order to retain the business. It’s all about maximizing customer satisfaction and long-term value. Check out some of these key tactical approaches to optimizing the customer lifecycle (that RevSetter can also help...

Integrating CS Tools into Daily Workflows: Maximizing Efficiency and Impact with RevSetter

It’s official - Customer Success teams are always constantly challenged to deliver exceptional results while usually managing a growing number of customer accounts. They’re often expected to meet these challenges without the right tools in place, substituting instead...

Aligning Your Sales and CS Teams for Better ROI

Proper alignment between sales and account management teams is crucial for driving revenue growth. If they aren’t aligned with handoffs and customer information exchange, it’s likely that churn will be a constant problem. While sales teams focus on acquiring new...

Adapting to Rapid Technological Change: A Checklist

These days, pretty much everything you pop into Gen AI spits back out something like this: “In today's fast-paced business environment, technological advancements are occurring at an unprecedented rate…” And it is true! Keeping up with technological shifts and changes...

CS as a Driver of Revenue Growth

People are finally starting to respect Customer Success (CS) more in SaaS, and CS has emerged as a pivotal function for driving revenue growth and ensuring long-term sustainability. CS is about ensuring customer satisfaction AND about maximizing the revenue potential...

Post-Sales Renewal Negotiation Checklist 

Renewals in the SaaS industry require a unique approach, as they often involve complex solutions and long-term partnerships. To help post-sales teams navigate these negotiations effectively, here are some key techniques and strategies to consider: Understand the...

CS Leadership: Driving Team Success

Being a CS leader isn’t just about managing a team - it's about inspiring a collective commitment to customer excellence and organizational growth. CS leaders must embody a vision that transcends mere metrics, focusing instead on fostering a culture where every team...

The Role of Customer Success in Go-to-Market Alignment

Aligning Customer Success teams with your full go-to-market (GTM) strategy is crucial for sustainable growth and customer satisfaction. CS plays a pivotal role in ensuring that your product or service meets the needs of your customers and drives long-term value....

Effective Budget Management

Effective budget management is crucial for driving sustainable growth. Executives and decision-makers are the ones who play a pivotal role in overseeing the budget decisions and ensuring that resources are allocated efficiently (hopefully including CS at the...

Modern Sales Strategies for Sustained Growth

The SaaS industry is characterized by rapid innovation and fierce competition. To achieve sustained growth in this dynamic landscape, SaaS companies must adopt sales strategies that both drive immediate revenue and lay the foundation for long-term success. Here are...

Driving the Value of Customer Success in the SaaS Industry

Account managers (AMs) play a crucial role in driving customer success and revenue growth. To excel in their role, AMs need access to innovative tools and technologies that streamline their workflows, enhance customer interactions, and drive better outcomes. Here are...

Competitive Analysis: Strategies for Success

Staying ahead of the competition is essential for success, and a key component of this is conducting a thorough competitive analysis. By understanding your competitors' strengths and weaknesses, you can identify opportunities for growth and development. Check out some...

Leveraging Social Selling in B2B Markets

Social selling has become an integral part of the B2B sales process! Sales managers play a crucial role in guiding their teams to leverage social media platforms to engage with prospects, build relationships with customers, and drive new logo sales and expansion...

Maximizing ROI from Your CS Platform Investment: Tactical Strategies for SaaS Executives

Investing in a Customer Success (CS) platform is a significant decision for SaaS companies aiming to drive growth and enhance customer satisfaction. To ensure the maximum return on investment (ROI) from your CS platform, it's essential to implement tactical strategies...

Strategic Account Planning in the AI Era: Leveraging Technology for Growth and Success

Strategic account planning is a cornerstone of success for account management professionals, particularly in the AI era. As Artificial Intelligence (AI) continues to reshape the business landscape, account managers must adapt their strategies to leverage AI...

Optimizing Customer Journeys with AI: Tactical Strategies for CSMs

As a Customer Success Manager (CSM) at a SaaS company, your role is to ensure that customers have a seamless and successful journey with your product. Leveraging Artificial Intelligence (AI) can help you optimize customer journeys, enhance customer satisfaction, and...

AI in Executive Decision Making and Leadership

Part of what comes with being an executive is being faced with tough decisions. Most of the time, they’re complex and have a significant impact on an organization’s bottom line. That means it’s important to leverage everything available in today’s tech landscape to...

Making It Personal: A Tactical Guide for Cultivating Customer Relationships

Besides affecting the bottom line of the business in terms of retention and expansion metrics, CSMs and Account Management pros play the most pivotal role in any organization in ensuring customer satisfaction and loyalty. Personalizing customer interactions is key to...

Go-To-Market Spotlight

The spotlight is on GTM leaders in 2024! Throughout the year, we'll be sharing insights and perspectives from conversations with our friends and thought leaders across a range of tech topics. Enjoy! Interview #6 We asked Markus "What pointers would you give a CSM on...

Setting Customer Success Goals for 2024: A Guide for Success

It’s another new and exciting year in the tech world, which means it’s time to set clear goals and expectations for the coming months! In this article, we'll dive into the significance of goal setting and offer some practical tips for creating goals that are both...

Future Customer Value Podcast Episode

Our CEO, Haydar Al-Saad, recently sat down with Sagar Shukla, CEO of Foresight, on his Future Customer Value podcast. In the episode, Haydar and Sagar dive into: -How you scale a post-sales organization  -Who "owns" the customer?  -Why RevSetter does CS Audits instead...

Salary and Compensation Models Guide: Mastering & Aligning Customer Success, Account Management  and Revenue Team Compensation Models

In today's highly competitive B2B SaaS landscape, achieving and sustaining rapid growth is the ultimate goal for any company. However, the path to scaling successfully involves more than just acquiring new customers; it's about retaining and expanding your existing...

The Essential Role of Customer Success in Driving Revenue for SaaS Companies

In today's competitive SaaS landscape, ensuring customer success has become paramount for companies looking to drive revenue and achieve sustainable growth. Customer Success professionals are uniquely positioned to play a vital role in maximizing customer value,...

Maximizing Customer Success & Revenue Potential: A Holistic Approach to the full Revenue Journey

In today's fiercely competitive SaaS and tech industry, driving revenue is a multifaceted endeavor that extends far beyond the realm of the sales team. Companies that embrace a comprehensive, customer-centric approach to revenue generation are thriving, and this...

Maximizing Growth: The Synergy of Customer Success and Account Management in B2B SaaS

In the ever-evolving landscape of B2B SaaS, the triumphant ascent of tech companies hinges on their ability to not just acquire customers but to retain them profitably. This demands a cohesive approach that aligns every facet of the organization towards...

Achieving Success as a CSM

Being a Customer Success Manager is a rewarding role, but can often be overwhelming if one doesn’t prepare and prioritize properly. After all, keeping a full portfolio of clients happy and successful while still actively pursuing growth opportunities requires a...

Executive Insights: Unveiling the Top Priority in Customer Success Today

Life in Customer Success is certainly never boring. With the business landscape in technology constantly evolving, Customer Success teams must be capable of adapting quickly and prioritizing the right strategies. Given the uncertainty of the last 6 months, our team at...

Webinar: Proving Customer Success as a Profit Center

Rewatch our webinar from April 20th 2023. The core reality of corporate life is simply: Power Follows Money. If you are not perceived as being necessarily connected to strategically significant profitability streams, in hard economic times, your job and your team may...

How Customer Success and Account Management Teams Can Grow Enterprise/Large Customer Accounts

In the highly competitive B2B tech SAAS market, winning large customers is a top priority for companies. However, once the deal is closed, the real work begins to keep these valuable customers happy and retain them for the long term. This is where customer success and...

I love Customer Success because People Matter! It’s not just business, it is absolutely personal.

I had the pleasure of interviewing Jenelle Friday, VP of Customer Success at Forecastable. Hello! Thank you so much for giving me the opportunity to share my story. I’m originally from the Seattle, WA area so yes I love cloudy rainy days, green surroundings all year...

Grow Your Business From Within with the Premier Customer Success Platform

Stop wasting time on expensive, low-conversion sales and business development tactics. Instead, maximize the value of the customers you already have with RevSetter. The Customer Success Platform Built for Revenue Retention A Suite of Customer Success Tools at Your...

Understanding the Rule of 40: How Net Revenue Retention (NRR) Drives Success in B2B Tech

The "Rule of 40" is a common benchmark used by many B2B tech companies to measure their success. The Rule of 40 is the sum of a company's growth rate and profit margin, and a result of 40 or higher is considered a good indicator of a healthy and sustainable business....

What Is CSM Software? A Comprehensive Guide to Customer Success Platforms

Customer success management software (commonly known as CSM software or Customer Success Platforms (CSP)) is an immensely powerful tool for businesses of all sizes. It helps companies focus on the satisfaction of their current customer portfolio to grow their business...

The Importance of Retention and Customer Success for SaaS companies

Net Revenue Retention (NRR) is a key metric for Software-as-a-Service (SAAS) companies as it measures the ability of a company to retain and grow its customer base over time. In the B2B (business-to-business) space, the importance of NRR cannot be overstated as it is...

Customer Intelligence is the key to unlocking revenue growth!

I had the pleasure of interviewing Mary Poppen, Chief Business and Customer Officer at involve.ai recently. We discussed all things “Customer” and how to drive amazing customer experiences at scale while growing Net Revenue Retention! Mary Poppen is the Chief Business...

Customer Success goes beyond a function — it is a mindset

I had the pleasure of interviewing Stephanie Hamilton, a gregarious woman who has dedicated the past 15+ years to the Hospitality Industry. Stephanie shared her own personal thoughts, opinions and ideas with us. From multiple positions at hotels to post-sales...

Customer Success — one of the greatest revenue engines ever

I had the pleasure of interviewing Ariel Benzakein. Ariel has over 25 years of experience leading high performing teams at software companies, currently in SaaS, but going back to the on-premise software days. Ariel began his career in software sales, but spent the...

Customer Success — the art of putting value & people first

I had the pleasure of interviewing Nir Kalish, Director of Customer Success at StrongDM, CS coacher, and CS advisor. Nir has 15+ years of experience building QA, Solution Engineering, and Customer Success groups from the ground up in early-stage startups. He is a...

Value is all about the outcome, not just the journey.
(Although he loves customer journey’s too!)

I had the pleasure of interviewing Michael Boyd, a long-time customer success leader who has just stepped into a new challenge as the VP of Customer Success at Vanta, the leading automated security and compliance platform that helps companies continually monitor...

Axonius’ James Levine sees an exciting future for the Customer Success space

I had the pleasure of interviewing James Levine who brings with him over 21 years of experience in the Customer Success space including a wealth of Business Intelligence, business strategy, analytics and SaaS expertise. James joined Axonius in February 2021 to form...

Building an Effective Customer Success Team

Customer success teams are crucial to organizations from SaaS companies to small businesses to global corporations. But what exactly does a customer success (CS) team do? What might your team structure look like? And what should you look for in candidates to build an...

How to Calculate and Improve Customer Lifetime Value

One of the most important metrics for SaaS companies is your customer lifetime value. Understanding this metric can help you strategize your business growth and nurture high-opportunity customers. Here’s everything you need to know about how to calculate CLV  and...

How to Calculate Customer Retention Rate: Exploring Customer, Gross, and Net Retention

How do you calculate customer retention rate? What’s the difference between gross and net retention rates? And most importantly, once you know your retention rate, how can you improve it? Get the answers to these questions and more in our blog. What Is Customer...

Why Investing In Customer Success Software Is Key to Business Growth

Growing a business sustainably is tough. New business is risky and lead generation tactics can waste significant resources only to fail to close. At RevSetter, we believe that the best customers are the ones you already have. Our customer success software helps you...

How to Identify the Best Upselling & Cross-Selling Opportunities for Your B2B Business

Existing customers are one of your most valuable assets when it comes to company growth and expansion. But how can you best grow the lifetime value of a customer? Upselling and cross-selling are two classic sales techniques that, when used correctly, can have a huge...

How to pick a Customer Success tool

As Customer Success continues to boom, there are more and more leaders out there in search of a great Customer Success or Customer Growth software that will help them become more structured and deliver better results. So, what should you do before you get your next CS...

Help! How do I hit my CS quota?

You are in SaaS. You are a CSM, Account Manager, or CS Account Executive and you are measured on churn. Gross Revenue Retention (also known as Gross churn/GRR) and/or Net Revenue Retention (also known as Net churn/NRR). You are trying to figure out how to consistently...

Ditch the old-school Customer Lifecycles

What is different between pre-sales (new business/new logos) and post-sales (customer success, account management etc)? Well, there are many things of course. But fundamentally one of the most important differences is that the (pre-) sales process is mostly linear in...

Maximize your CS portfolio today

Having the right strategy to get the most out of your portfolio will help you unlock your full potential. But as all Customer Success (CS) professionals know, getting the most out of your portfolio is not always easy. Getting the right data, structuring your portfolio...

The Next Transformation of Customer Success

The story of CS is still in its early stages, but is entering a pivotal point in time. A time that calls for innovative technologies and an approach that helps companies take that vital next step. At this moment, the truest measure of value is when a customer decides...

How to stay organized in Customer Success

Most CS leaders would agree that staying organized is key to being successful in CS, whether it is on a micro-level (rep) or macro-level (org). You need to be organized to succeed long-term. Mastering organization in a fast-moving and complex CS world can be tough. It...

Does your team know what truly creates value?

To all CS leaders & CS professionals out there. Go to a few of your CSMs/account managers individually and ask them (or yourself) a simple question: what is the single thing that creates the most value for our customers? Start with “what”, not “how” - because if...