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11 Customer Journey Mapping Tools for B2B Marketers

11 Customer Journey Mapping Tools for B2B Marketers

May 31, 2023
5 min read

Odds are you already know how important it is to attract and retain customers. But do you know how direct the relationship is between understanding your customers’ needs and maximizing the results of your marketing efforts?

Luckily, with the right customer journey mapping tools, you can create a specialized experience for your audience that not only improves satisfaction, but also creates opportunities for growth.

Customer journey mapping tools can range anywhere from cloud-based platforms to collaborative design tools, but they all have the potential to help you better understand your customers, improve your marketing efforts, and drive more sales.

Today, we’re sharing 11 customer journey mapping tools you can start using to make the mapping process more manageable and effective.

Quick Takeaways

  • Customer journey mapping tools will help you understand your customers’ behavior, needs, and pain points at every stage of their interaction with your business
  • More than 50% of marketers adjust their marketing strategies according to consumer behavior, interactions, and feedback
  • The customer journey can be broken down into four main stages: Awareness, Consideration, Decision, and Loyalty
  • Using customer journey mapping tools can help create a specialized experience for customers, identify gaps, and create opportunities for improvement

With the right customer journey mapping tools, you can better understand your customers’ needs and create more opportunities for growth.

Why Use Customer Journey Mapping Tools?

Mapping the customer journey is essential if you want to understand your customers’ behavior, needs, and pain points at every stage of their interaction with your business.

This allows you to identify gaps in the customer experience and opportunities for improvement, as well as develop targeted marketing strategies that resonate with your audience. In fact, more than 50% of marketers adapt their strategies according to customer data.

So, how do you map the customer journey? Well, it starts with understanding the 4 stages of the customer journey:

  • Awareness. This is when customers first become aware of their problem and start searching for information that will help them better understand it. During this stage, it’s important to create content that educates and informs your audience, like blog posts.
  • Consideration. During the consideration, your customer has a clear understanding of their problem and is starting to consider possible solutions. This is when you should start creating content, like whitepapers or webinars, that positions your products or services as a viable solution.
  • Decision. The customer has narrowed down their opinions and is ready to make a purchase decision. Focus on creating content that reinforces the benefits of your solution, like explainer videos, free trials, and customer testimonials.
  • Loyalty. Now that your customer has made a purchase, it’s time to build a long-term relationship with them by providing excellent customer service, ongoing support, and opportunities for upselling. You should also encourage them to share their positive experience through testimonials, referrals, or online reviews to build brand awareness.

graphic shows 4 stages of the customer journey

Image Source: Price Spider

When you map the customer journey according to each stage, you can create a tailored content experience that nurtures customers and leads them closer to conversion. This will ultimately help you better understand your customers, improve your marketing efforts, and drive more sales.

11 Customer Journey Mapping Tools

Using customer journey mapping tools can help create a specialized experience for customers, ultimately increasing conversions and opportunities for growth. Here’s 11 tools you can use to help identify each touchpoint with your audience, and ultimately create a satisfying experience.

1. InMoment

screenshot shows InMoment homepage

Image Source: InMoment

InMoment is a cloud-based platform that businesses use to gather and analyze customer feedback from:

It’s basically a one-stop-shop for all your customer experience optimization needs. Use it when you want to better understand your customers, improve satisfaction, and make data-driven decisions.

2. Gliffy

Gliffy is a web-based diagramming and collaboration tool that allows users to create and share diagrams, flowcharts, and other visual representations of data.

With Gliffy, you can build digital diagrams by simply dragging and dropping shapes, lines, and other elements onto the canvas. You can also import existing diagrams or collaborate with others in real-time to create a shared diagram.

Use this customer journey mapping tool when you need to get your ideas on “paper”!

3. Smaply

screenshot shows Smaply homepage

Image Source: Smaply

Smaply is a user-friendly platform that allows you to create an archive of customer insights, complete with:

  • Images
  • PDF files
  • Audio recordings

Smaply allows you to link everything together to get a full overview of the customer journey and identify areas for improvement. If your customer journey is complex and you need to keep everything in one place, Smaply is an option that’s easy to navigate.

4. UXPressia

If you’re tired of using that dusty old whiteboard and want something that’s consistently good-looking, then UXPressia is the tool for you!

With UXPressia, you can create intuitive customer journey maps and customize them to each of your brand’s customer touchpoints. You can also collaborate with multiple team members across different departments in real-time, and use one of UXPressia’s many template options to get you started.

5. Miro

screenshot shows Miro homepage

Image Source: Miro

Miro offers a variety of features for mapping the customer journey, allowing marketers to create visuals of their customers’ interactions and gain a better understanding. With Miro, you can manage customer experience activities by:

  • Creating a repository for journey maps
  • Connecting maps in hierarchies
  • Assigning responsible team members
  • Creating data hubs

Plus, Miro also integrates with other customer journey mapping tools, like Jira, to centralize and manage all customer experience projects in one place.

6. Lucidspark

Lucidspark is a customer journey mapping tool that allows users to create multiple journey maps depending on goals and buyer personas, and identify communication gaps, pain points, and friction in the customer experience.

It also provides a flexible digital canvas for brainstorming and real-time collaboration. And since it’s developed by Lucid, a trusted partner of 99% of the Fortune 500 companies, you know it’s a tool you can count on.

7. Qualtrics

screenshot shows Qualtrics homepage

Image Source: Qualtrics

Qualtrics is an experience management platform that allows businesses to collect, analyze, and act on customer feedback and data.

With Qualtrics, B2B marketers can gather customer insights and feedback by creating:

  • Surveys
  • Online reviews
  • Feedback forms

Qualtrics also allows users to segment customers according to demographics, behaviors, and preferences, making it easier to design targeted marketing campaigns and personalized experiences.

8. SuiteCX

SuiteCX is a customer experience platform that helps businesses design, visualize, and deliver optimal customer experiences that engage customers. It’s a fully customizable and secure platform that features robust customer journey mapping abilities, as well as:

  • Integrated survey data
  • Persona development
  • Improvement planning
  • Contact strategy creation

With SuiteCX, you can visualize persona-based customer journeys, identify customer pain points, and turn insights from customer journey maps into real-world execution. And if you need a little extra help, SuiteCX also offers training, coaching, workshops, and CX consulting services to ensure you succeed!

9. Microsoft Visio

screenshot shows InMoment homepage

Image Source: Microsoft Visio

Visio is part of the Microsoft 365 suite, and grants subscribers access to a variety of templates, shapes, and stencils to make it easy to create visuals like:

  • Flowcharts
  • Org charts
  • Network diagrams

Not only that, but Visio can create diagrams for various business processes, such as decision-making, data visualization, and process execution. Plus, Visio’s enterprise-grade security and privacy features will ensure that your customer journey maps are protected during collaboration.

10. Figma

Figma is a collaborative design tool that allows marketing teams to create, share, and iterate on design projects in real-time.

With Figma, B2B marketers can create wireframes, prototypes, and other design elements that illustrate the customer journey. This customer journey mapping tool allows for easy collaboration and feedback from team members and stakeholders, and also offers a variety of features like:

  • Design templates
  • Vector networks
  • Animation tools

Figma also integrates with other tools, like Slack and Jira, allowing for seamless collaboration and project management. This can be helpful for tracking progress on customer journey projects and ensuring that deadlines are met.

11. Canvanizer

screenshot shows Canvanizer homepage

Image Source: Canvanizer

Canvanizer is ideal for brainstorming and collaboration between team members. With Canvanizer, B2B marketers can create their own canvases, post ideas, move notes, and share their creations with other team members for synced updates.

If that’s not enough, you can upgrade this customer journey mapping tool to Canvanizer 2.0, which offers 40+ templates, custom segment titles, and mobile editing features.

Curate Your Customers’ Journey Today

Customer journey mapping tools can make a huge difference when it comes to creating target marketing strategies that resonate with your audience. With a better understanding of your audience’s needs and behavior, you can deliver optimal experiences, improve satisfaction, and make data-driven decisions.

Ready to take your customer experience to the next level? Start creating high quality content consistently to capture the hearts of your customers. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

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Lauren Basiura

Lauren is a writer for Marketing Insider Group, a top-rated Content Marketing Agency. Connect with her on LinkedIn to stay up-to-date on all things MIG.

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