‘How Do Buyer Journeys Relate To the Customer Life Cycle?’ – Forrester Blogs
Lori Wizdo says, “At Forrester, we’re pretty zealous in our recommendations that B2B marketers must shift their marketing focus from a product and channel centric approach to a customer-centric approach, using the customer life cycle as a design framework for company-wide engagement. The customer life cycle is simply the enterprise’s view of the phases a customer passes through in the course of an ongoing relationship with a company. This shift triggers a number of pivots:
- From “what we do” to “what your customers want”
- From your process to the customer’s
- From one stage (e.g. acquisition) to the entire life cycle
- From “transactions” to “relationships”
In our B2B research, we also evangelize about the importance of buyer journey mapping“.
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