B2B Customers & Online Journeys

Get B2B Smart

Nearly three-quarters of business buyers go online to learn about products before making purchases, according to Forrester Research. But B2B digital campaigns are often unsuccessful in converting initial interest into sales because meaningful insights haven’t been used to inform messaging and media selection.

An essential planning tool, your customer journey map is a visual a representation of how your customer thinks, feels and acts at each stage of the decision to buy, purchase again or make referrals. A key element of the journey is evaluating the customer experience (CX), the collective outcome of interactions with your brand at key marketing touchpoints.

Capture the customer measurements that matter—B2B CX Intelligence—for digital content strategies that can lead to improved sales conversions and wiser choices on marketing investments.


Know baseline loyalty and top preferences along your value chain. Best for establishing best practices and applying to point-in-time events.


Create precise customer profiles with perceptions of your brand vs. competitors. Ideal for product rollouts, product line changes and market repositioning.


Use comprehensive studies for full-year CRM strategy and digital content production. Preferred for final checkpoint before moving on to strategy activation.

B2B CX Prime

B2B CX Prime

Net Promoter ScoreSM Plus

Gain awareness of loyalty benchmarks and behavioral preferences among customers and multiple stakeholders.

Social Brand Listening

Identify customer sentiment toward own brand.

Content Audit

Evaluate current social media assets and determine point-in-time content.



Net Promoter ScoreSM Plus & Vertical Markets

Dive deeper to create precise profiles of channel customers while capturing loyalty and behavior measures.

Digital Market Audit

Broaden social listening with competitive check and sentiment analysis.

Content Audit & Initial Strategy

Examine current social media assets of brand vs. competitors and develop initial content approach.



Net Promoter ScoreSM Plus & Custom Research

Use detailed studies tailored to capture attitudes toward multiple facets of a brand or reputation.

Comprehensive Digital Audit

Establish controls and environment for customer acquisition with initial testing of content performance.

Content Strategy

Audit social media assets of competitor set, establish protocols and produce framework for campaigns.

Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

B2B CX Intelligence

Welcome to the learning hub for B2B CX Intelligence. Check out episodes of our Web series, B2B Loft: Elevating Business.

Join G&S hosts Emily Bunce, director of insights, and Mike Samec, VP of digital strategy, as they chat about how business marketers can avoid online detours in the B2B customer journey by measuring loyalty and experiences.

Let's Talk

Interested in learning how the B2B CX Intelligence suite of services can help you get closer to your customers online? Let’s get a conversation going.