Challenges at each stage of the B2B tech buyer’s journey

And research strategies to address them

About this resource

With a myriad of digital tools at their fingertips, today’s B2B technology buyers are more empowered than ever to perform self-guided research on solutions. So how does a B2B tech company reach, influence, and guide today’s buyer as they travel down their path to purchase? With a well thought-out, carefully executed customer experience designed to speak to their needs, intent, attitudes, and behavior each step of the way.

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In this guide, you’ll find:

  • Customer experience challenges from the awareness stage through the retention stage of the buyer’s journey

  • Research methods and recommendations to accompany each stage

  • Best practices for crafting and testing an engaging customer experience in B2B technology

This guide is for Marketing Executives and Product Managers at B2B technology organizations.

About the guest

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Chemist, Astronaut NASA

Anna Lee Fisher is an American chemist, emergency physician, and a NASA astronaut. The mother of two children, in 1984 she became the first mother in space. Fisher is the oldest active American astronaut. During her career at NASA, she has been involved with three major programs: the Space Shuttle, the International Space Station and the Orion project.