How to Create an Effective Digital Customer Experience Strategy

Digital Customer Experience Strategy

B2B lead generation can be a rough gig. You’re continually bombarded with marketing tools, products, and strategies. Digital media platforms are all working hard to convince you they can boost your B2B lead generation game, but it’s hard to know which ones are right for you. Each option has pros and cons. The winning digital customer experience strategy combines the benefits of each tool to provide value to your audience. But what does that look like?

There isn’t a quick fix or easy answer here. Building a digital CX that helps your organization achieve its goals will require you to dig deep before you can get started:

TPM digital marketing map

Download the full version of the digital marketing map

Our digital marketing map can help inform and guide the development of your digital CX strategy. Use it to follow along as we work through the steps required, or click on any box in the digital marketing roadmap below to jump to that section.

The Journey From Stranger to Promoter

The first step in creating a digital marketing journey map for your digital customer experience strategy is understanding the stages your audience will go through.


You don’t know your audience, and they don’t know you. Developing buyer personas is vital at this stage, as is creating content optimized for each of your services or solutions. This may include grouping audiences based on behaviours, needs, or roles and using this information to attract the right leads.



Visitors have found you somewhere (your site, landing page, social media page, etc.) and are showing interest in solving a specific problem, although they may or may not know what solution they need. Your content should speak directly to buyer personas here. Will you solve their problem? Is your solution right for them? How can they learn more? Be sure to provide conversion opportunities here that point visitors to the next step.

Click on any of the boxes to jump to that section



Once you’ve put a name (and email address) to your visitors, they are leads, and you can begin nurturing them. Their first few conversions may not make them a customer — be patient! Keep providing value and reiterating what your brand can offer them.



This is the penultimate stage in the customer journey — and possibly the most important. This individual or organization has put their faith in you to solve their problem with your product or service. Make sure to get this new stage of your relationship off to a smooth start with prompt onboarding and ongoing support to help establish a long-term relationship.



If your services or solutions are exceptional, you’ll reach the coveted fifth stage of the buyer journey and convert your customers into promoters. Digital word-of-mouth marketing is often free — as your clients recommend you to others and highlight their trust in you and the value you’ve provided.

Attracting Your Audience

Getting the attention of your target audience is a critical first step in B2B lead generation. You’ll need to make yourself visible with consistent, valuable content across all channels.

Website SEO

All the valuable content you have to offer will go to waste if your website isn’t easy to find and navigate. Build your digital customer experience strategy with a focus on visitors seeking solutions to their problems or challenges.

An effective website should:

Paid Advertising

Search engine marketing (SEM) or PPC (pay-per-click) campaigns can help boost site traffic. There are several common forms of paid campaign you can use to support your digital customer experience strategy.

Google Search
Google Search
Google Display
Google Display
LinkedIn/Social Media Ads
Social Media Ads

Other Content Distribution Strategies

Share content that’s relevant to your target audience on other platforms to establish yourself as a thought leader and trusted source of information. You can combine organic, paid, and guest promotions to ensure prospects see your valuable content:

Converting Visitors to Leads

Once your audience has found you, your digital customer experience strategy should maintain alignment between organic and paid content to provide relevant information that keeps them engaged.

Website Content

Your website should offer a wide range of content that makes it easy for visitors to understand what you offer and locate the information they’re looking for. Different types of content will fit in different places on your digital marketing journey map.

Top of Funnel (TOFU)

Built by TPM: Turnium Blog Post

Middle of Funnel (MOFU)

Built by TPM: Adobe Commerce eBook

Adobe Commerce eBook
Bottom of Funnel (BOFU)

Built by TPM: Video Case Study

Keyword-Optimized Landing Pages

Your home page isn’t actually what most prospects are looking for. Make sure that social media posts and paid ads direct your visitors to campaign-specific landing pages that deliver exactly what readers expect.

Native Lead Gen Forms

One of the main goals of your digital customer experience strategy is to get closer to potential customers. Forms that visitors complete to download gated content, register for upcoming events, or subscribe to email lists should autofill with their profile information whenever possible. This reduces friction for site visitors and increases your chances of getting more data about them.

Native Lead Gen Forms

Hubspot Marketing Automation and Nurturing

Automate time-consuming processes like scoring leads to maintain a consistent digital CX across channels.

Marketing Qualified Leads (MQL)

Leads who’ve engaged with your company and have the potential to become customers if correctly nurtured.

Sales Qualified Leads (SQL)

Prospective customers ready to talk to a member of your sales team will have expressed an obvious interest in your product or service and been vetted by your marketing department.

TPM digital marketing map

Download the full version of the digital marketing map

Our digital marketing map can help inform and guide the development of your digital CX strategy. Use it to follow along as we work through the steps required, or click on any box in the digital marketing roadmap below to jump to that section.

Closing Deals with Prospects

Your digital CX strategy is paying off – you’ve attracted the attention of the people or companies you want to do business with, and they’re engaging with your organization.

Leads showing interest but not ready to buy must be nurtured with emails or targeted ads to keep them moving through the funnel. SQLs, on the other hand, often go directly to sales. Make sure your marketing team:

Remarketing Ads

Once prospects have visited your site or consumed some of your content, you can continue to stay top of mind and provide valuable information to help nurture them toward a sale.

Email Nurturing

Email marketing remains one of the most powerful tools a B2B marketer can use. Site visitors who have provided you with their email address have effectively given you an invitation to keep feeding them valuable content. Make sure to segment your lists so prospects only receive messages directly relevant to their persona and their stage of the buyer journey.

Email Nurturing

Sales Enablement

Sometimes your marketing team’s digital customer experience strategy extends beyond marketing into sales enablement. Because more and more customers are doing their own online research before they’re ready to talk to sales, organizations must be prepared to adapt to this new buyer journey and find new ways to engage prospects, address their concerns and objections, and ultimately, close.

B2B sales enablement playbook

Having a successful sales enablement strategy is singlehandedly one of the most important documents for your organization. Luckily, we have the only guide you’ll ever need for B2B sales enablement.

Delighting Your Customers

Service and retention teams should continue to use buyer information to dictate communication channels and preferences and build on the effective digital CX you’ve established.

Don’t neglect customers once they close — this is a great chance to develop a long-term relationship. New clients are often the loudest and most enthusiastic promoters of your business.

Use TPM’s Marketing Map to Optimize Digital CX

Creating a detailed marketing journey map as you develop your digital customer experience strategy can help you identify assets – and gaps where you need to create new content – to deliver a consistent experience across all channels that supports your marketing goals.

Let the Total Product Marketing map serve as your guideline when planning campaigns to convert strangers to customers (or even promoters) by nurturing them through their journey. Our experts have years of experience in B2B lead generation, and we’re always here to help you. Contact us today to discuss your projects.

Right now, how comfortable are you with the idea of using AI-generated content (with minimal or no human intervention) to promote your business?

How comfortable are you with the idea of using AI-generated content