B2B Customer Journeys

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B2B Customer Journey Case Studies (1)

IBM, FEDEX and General Electric are companies that have successfully used B2B customer journeys to guide their marketing and sales strategies. By and large, the B2B customer experience focus of these companies drive their desire and their successful results by providing assistance to B2B customers in adopting their technologies and services, aiding them in upgrading and optimizing when they develop new technologies, and educating the customer on management of their services. Most importantly, these companies focused on social selling and educating the companies to ensure a seamless integration for an easy customer journey with their products and services from start to end. The companies that we found to have engaged on journeys with these companies boasted successes and metrics that we have also included below.


  • Despite the sales force of social media, currently only 93% of B2B executives have received formal training on social selling. In contrast, 70% of B2B service purchasers use social media to help them make purchasing decisions, and 55% of all buyers use it for research.
  • B2B sales reps were 69% more likely to exceed quotas and generate more profit by viewing ten or more account profiles than those who viewed 4 or fewer profiles of people at each of their accounts like traditional sellers.
  • 92% of B2B buyers engage with sales professionals that they believe to be industry thought leaders.


  • IBM was recognized as the second most valuable B2B company in the world. Nearly around 44 percent of businesses are aware of their retention rate.
  • International Business Machines Corporation (IBM) develops and manufactures computers and computing technologies for business environments.
  • IBM invested in customer-facing specialists in their Cloud Storage service to support all stages of the customer journey including helping them integrate the technology in their own systems, manage the Cloud and use its maximum potential.
  • IBMs team of specialists helps ensure customer engagement, higher contract renewal, and use personalized approaches to reach customers and increase their product awareness.



  • GE was valued at over $40 billion with many divisions and branches. One of those branches, GE Additive is a dedicated B2B manufacturing business with a commitment to customer experience that contributed to GE's second place on Sacunas' 100 Top B2B brands list.
  • To enhance their CX, the company built two Customer Experience Centers in Pittsburgh and Munich, the centers give customers an experiential look at the company's manufacturing capabilities, acclimate them to the manufacturing process, and exhibit the value of working with GE. This interaction allows GE not only a great marketing opportunity but allowed for the building of personal relationships, an opportunity for GE to personalize services and immediately respond to the customers' desires.
  • It is put that it is too early to determine whether these centers could be a turning point for the company due to the percentage point decrease they experienced due to cash flow problems that occurred at the same time the Centers were introduced.
  • GE Additive attracted customers through a holistic and educational approach that informed the customer journey and was the result of better business cases and decisions and they explained the hows and whys their technologies attraction to customers.
  • GE Healthcare (GEHC) is a global leader in B2B sales of diagnostic equipment to department heads of large hospitals but even in the face of changing decision makers and diversity, the company Prophet helped them to tailor integrated solutions for different segments of need. This first of its kind segmentation also identified plans-to-win tailored for each segment to include the development of new product lines, creating new sub-brands, new selling approaches to target hospital heads, and the integration of new technologies and information services for more complete solutions for the individual segments.
  • As a result of the partnership with Prophet GE gained access to a greater portion of the market and impacted more decision makers, and it is put that by expanding the conversation from engineering to needs-based solutions they are a much stronger partner to healthcare providers and have greater capability for future developments.