According to the wisdom of this episode's guest, Pam Didner, the customer journey is best approached by B2B marketers not from the customer's perspective but from consideration of the touchpoints they, the marketers, have control over.

Otherwise, she says, it's easy to become overwhelmed and confused.

"All of us have thousands of paths or options of journeys that we go through before we make a purchase decision," she explains. "The thing that you need to look at as a marketer is what is in your control and how can you craft the journey that you can guide people through."

It starts by asking questions. "You ask...what do they do? They probably search, they probably talk to people, they probably just go ask around."

For every possible way, you write them down, this is what they would do. Then you ask, What would they do next?"

No matter how many touchpoints you start with, there's almost always a convergence point, and that is where you focus your efforts, Pam says.

She also dives deep into the metrics of success, passing the baton between Sales and Marketing, and letting go of what you can't control.

Watch the video for more valuable insights:

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Episode Details, Guest Information, and Referenced Links

Episode No. 17

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

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George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

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