David Massey

Understanding your customer’s journey is essential—but mapping it effectively and putting it into action is where the real impact happens. This session delivers hands-on strategies for using journey mapping to uncover friction, enhance experiences, and drive measurable results across the B2B funnel.

• Build journey maps that reflect real customer behavior—not internal assumptions
• Identify key pain points, decision moments, and experience gaps across the lifecycle
• Use journey maps to inform content strategy, UX design, and sales enablement
• Integrate AI and data analytics to continuously refine journey insights