Many of the tenets and technologies of digital marketing are the same whether you’re in the B2B or B2C space. But the B2B customer is extremely different from the B2C customer, and the B2B purchase journey from consideration to purchase is a bit more complex.

To ensure you’re maximizing your opportunities to reach and engage your B2B prospects, it’s important to understand each stage of the buyer’s journey, the influencers involved and how best to engage them at each touch point. Here’s a look at the stops along the B2B buyer’s journey and important points for marketers to consider as they accompany their prospects from consideration to purchase and turn them into lifelong customers.