Launching the new Dreamdata Customer Journeys
Our most popular feature (for two consecutive years) just got a lot better!
Today we’re launching the completely redesigned Dreamdata Customer Journeys, bringing you the clearest picture of customer journeys anywhere in the B2B space.
Our interactive Customer Journeys view visually maps every company’s touchpoints as it moves through your sales funnel. Handing you a clean and easy-to-understand overview of your activities’ impact on your customers.
When was the first touch? What channels brought the account to MQL conversion? Who are the main personas involved in the deal and what are their touches?
In this post, we take a closer look at the Customer Journeys timeline and how this industry-leading feature can help you improve your go-to-market strategy.
Contents:
The B2B customer journey challenge
Dreamdata Customer Journeys: inspect every touch of every journey
7 practical Dreamdata Customer Journey use cases
Inspect every touchpoint and timeline of every account
Understand the involvement of every contact in your customer journeys
Time and personlize your outreach and strategies
The B2B customer journey challenge
B2B customer journeys are notoriously complex. They involve a multitude of touches, across multiple channels, by multiple stakeholders, over multiple months… if not years.
In fact, our data for 2023 shows that the average B2B customer journey has 62.4 touches across 3.6 channels and involves 6.3 contacts over 192 days.
Add to this that all the data is siloed across your go-to-market tech stack, and getting a clear picture of what actually takes place in B2B buying journeys and when, becomes next to impossible.
Attempts to build accurate journey timelines without accurate or enough data, produce assumption-riddled pictures with large gaps. Which ultimately results in inaccurate conclusions, disparate versions among teams, and poor decision-making.
Not to mention the resources and effort involved in building and maintaining a customer journey visualization that is interactive and automatically updated.
Unless you have the right tool.
Dreamdata automatically collects and models first-party data from across the go-to-market tech stack, which enables us to piece together every step of every journey. This not only allows us to run analytics on all your channels and campaigns to see what’s performing best, but also, to accurately map every touchpoint.
Enter Dreamdata Customer Journeys.
Dreamdata Customer Journeys: inspect every touch of every journey
The Dreamdata Customer Journeys timeline is an interactive customer journey map that visualises every touch that an account makes as it progresses through the sales funnel.
This provides B2Bs with the clearest, qualitative understanding of individual customer journeys anywhere.
So, it’s little surprise the Journeys map has been our customers’ most popular feature for two consecutive years.
The brand-new Customer Journeys timeline comes with additional interactivity, filters, and granularity, as well as a tidier and more intuitive timeline, making it even easier for B2B go-to-market teams to visually validate efforts and understand their customer journeys.
Let’s jump to some of the analyses you can run.
7 practical Customer Journey Map use cases
Dreamdata Customer Journeys offers virtually endless possibilities to cut, slice and dig into every one of your B2B customer journeys.
From an overview of conversion touches across each pipeline stage, to single-session contact timelines, Dreamdata Customer Journeys offers you the qualitative side of customer journey analytics straight to your fingertips.
Here are some of the primary use cases:
Inspect every touchpoint and timeline of every account
The Company Journey view helps you identify which touchpoints took place when and by whom of each of your accounts. This allows you to identify obvious patterns behind every stage of the journey.
What channels, sources or campaigns had the biggest impact and when? What content was consumed, by whom and when? What were the touches that led to conversions? How many touches were there? How long did each primary pipeline stage take? Were there any obvious touches that impacted the velocity of the deal?
These questions give you a qualitative understanding of your journeys which can help you:
1. Replicate journeys that lead to winning deals, and avoid those that were lost
Analyse the journeys of your top 5 most successful (biggest or fastest) deals of the quarter/ year. Is there a pattern in the channels, campaigns or content that’s common across these accounts?
What about your ABM target list? Is there anything about these deals’ buying journeys that sticks out? Are they engaging with the content that they’re being served? If so, which are having the biggest impact?
Alternatively, deep dive into the journeys of your lost or cold deals. Are there any patterns in their touchpoints? Were obvious touches (from successful deals) missing? How long have they spent at each pipeline stage?
2. Report and analyse from a single source of truth for a shared understanding across teams
The Customer Journeys timeline presents a data-backed picture that stops the guesswork and fully aligns all internal stakeholders around a shared understanding of your customer journeys.
Test and improve assumptions across teams to better align and optimize your go-to-market strategy.
3. Run attribution analysis on individual journeys to see the most important/impactful touches
Instantly run individual journeys through any of the available attribution models to see what touches drove the deal over the line.
Choose a pipeline stage (MQL, Opp created, New Bizz) to analyse every stage of the deal and continually optimize performance.
How to do this? Use the ‘Highlight Touchpoints’ filter options to highlight the channels, sources, campaigns and conversions that have impacted your deal.
Filter by ‘Stages’ and click through the ‘Attribution’ analysis to see the impact of touches through different attribution models.
Good to know: once you’ve filtered by ‘Stages’ you’ll see your days to value figure on the top right.
Understand the involvement of every contact in your customer journeys
The Company Journey timeline lists every contact involved in the buying journey and all their corresponding touches. This means instantly being able to visualise who is involved and when. Helping you evaluate the extent and impact of their involvement in the buying journey.
4. What stakeholders are involved in your journeys and when?
Examine when and how different stakeholders become involved in your most successful journeys to identify your key personas and either confirm your assumptions or optimize them.
Who started the journey? Who’s the key persona in this journey - what were their touchpoints? How does IT involvement impact velocity? What role does senior management play? Who are your high usage profiles (in Free trials/ Freemium)?
5. Get your key personas into your live deals
Once you know who your key personas are and the role they play in the context of the buying journey, you can examine your live deals and identify whether these stakeholders are already involved and whether they’re being exposed to the right channels and content.
If not, you can mobilize your resources and focus your activities to get them to where they should be.
How to do this? By default, the Company Journeys view lists contacts by latest activity with their identified roles and seniority. You can then filter for the most relevant personas and switch to ‘Details view’ to see the names and email addresses of all contacts.
Good to know: You can also click through to see every contact’s individual journey timeline.
Time and personalize your outreach
The timeline and detail of Customer Journeys can help you better time and personalize your outreach. Whether you’re an SDR, AE or Marketer crafting your ABM campaign, Journeys helps you tailor your outreach
6. Know when, how and who to reach out to move the deal forward
From your prior analyses (see use cases above), you know which touchpoints and contacts are the movers and shakers in your buying journeys.
This means that you can now dive into your live deals and monitor contacts for those very usage patterns and key intent signals (you may have noticed this through the Reveal report), and pounce on them with relevant outreach.
For instance, say a visit to the pricing page by the head of marketing is a proven key intent signal, you can then reach out or set up a retargeting campaign based on that touch.
7. No more blindfolded demo calls and sales meetings
Avoid having another demo call with no clarity about where the account has come from, its potential value, or what the prospect cares most about. With the Customer Journey timeline you’ll have all the details you need to tailor your demos and sales meeting precisely to your customer’s journey so far - whether that’s the ads they’ve clicked or the content they’ve consumed.
How to do this? Click a journey touchpoint to reveal session details and timeline details with every data point recorded during the session, including pages visited, path taken, content viewed, and actions such as form submits and conversions completed.
A final word
Our completely redesigned Dreamdata Customer Journeys hands B2B marketing and sales teams unprecedented clarity into their customer journeys.
Dreamdata Customer Journey sheds light on every interaction along the sales funnel, from the first anonymous touch to the very last. This enables you to know the sequence of touches of your most successful deals, understand the key personas involved, and time your outreach, helping you optimize your go-to-market strategies and align your teams around a shared timeline.
Dive into the future of B2B customer journey analysis and start optimizing your go-to-market strategy with Dreamdata Customer Journeys.
