How to map user journeys in your B2B marketing using GenAI tools and prompts

Mapping out a clear user journey helps guide potential customers smoothly, from first hearing about your brand all the way to becoming loyal advocates. This creates an experience that builds trust, sparks engagement, and drives conversions. 

In B2B marketing, it’s important to understand each step of this journey, especially when you’re targeting decision-makers who have complex needs within a complex buying process. In this post, we’ll walk you through how to use GenAI tools and prompts to design user journeys that connect with your audience at every stage—whether they’re just becoming aware, considering options, deciding, or even after making a purchase. 

Step 1: Understanding the awareness stage

At the initial awareness stage, potential customers are just beginning to recognize their challenges and are looking for help understanding the available options. For tech companies, this might mean reaching IT Directors who are realizing that their cloud costs are spiraling. AI tools can help you pinpoint exactly what questions they’re asking and the type of content that will catch their eye. 

Prompt for awareness stage content:

“What are the top questions an IT Director might ask when they’re struggling with cloud costs? What content formats would be most engaging at this stage?” 

Example output: 

• Questions: “How can I reduce my cloud expenses?” “What are some best practices for optimizing cloud use?” 

• Content types: blog posts that introduce cost-saving cloud strategies; infographics with industry benchmarks; short explanatory videos about managing cloud costs 

Use these questions to create content that positions your brand as a helpful resource. By meeting prospects where they are, you build credibility early in the journey. 

Step 2: Mapping the consideration stage touchpoints

At the consideration stage, prospects understand their problem and are actively exploring different solutions. Considering the same persona of an IT Director, this might mean evaluating options for securing the company network against increasing cyberthreats. Here, AI tools can help you identify the key factors they’re weighing and suggest content ideas that support informed comparisons. 

Prompt for consideration-stage content:

“For an IT Director facing rising security concerns, what are the top criteria they would consider when evaluating cybersecurity solutions? What types of content would make it easier for them to compare options?” 

Example output: 

• Criteria: security features; compatibility with existing systems; scalability; total cost of ownership 

• Content types: solution comparison guides; in-depth whitepapers on security protocols; live demos showcasing key security features 

By focusing on these criteria, you can create content that helps IT Directors make logical comparisons and see where your solution shines, making it easier for them to add you to their shortlist. 

Step 3: Shaping the decision-stage journey

By the decision stage, prospects are close to choosing a solution and often need reassurance on key points. AI tool prompts can help you uncover these final concerns and create content that addresses them head on. 

Prompt for decision-stage content:

“What are the final concerns an IT Director might have before deciding on a new solution? What types of content would address these concerns and build confidence?” 

Example output: 

• Concerns: quality of onboarding and support; measurable ROI; reliability of vendor response times 

• Content types: real-life case studies from similar industries; customer testimonials highlighting support quality; ROI calculators; live Q&A sessions with product experts 

Content that reassures—such as success stories, testimonials, or ROI tools—can make the decision easier by building trust and reducing any last-minute hesitation. 

Step 4: Creating a strong post-purchase experience

The post-purchase stage is crucial for building lasting loyalty and encouraging customers to keep coming back. For an IT Director who’s just implemented a new solution, this stage is about feeling supported and getting the most out of their investment. AI tools can suggest ideas for content that keeps them engaged and turns them into advocates. 

Prompt for post-purchase content:

“What would help an IT Director maximize the value of a new solution after purchasing? What types of content would encourage loyalty and keep them engaged?” 

Example output: 

• Engagement content: in-depth tutorials on advanced features; webinars covering best practices for security optimization; personalized onboarding emails with user tips 

• Advocacy encouragement: invitations to join exclusive user communities; feedback and satisfaction surveys; opportunities to share their experience in a case study 

Offering valuable post-purchase content, such as advanced tutorials and best-practice webinars, encourages ongoing engagement. Inviting customers to join communities and share feedback also fosters a sense of belonging and increases advocacy. 

Step 5: Build and refine the journey map

With each touchpoint now defined, it’s time to create a journey map that organizes the content you’ll deliver at every stage. This map will help ensure a logical flow, so each interaction feels purposeful and aligned with your prospect’s needs. 

Prompt for journey map overview:

“Summarize a user journey map for an IT Director moving from awareness to post-purchase of a [insert solution]. Focus on the content types that would support them at each stage.” 

Using AI prompts to develop a journey map allows B2B marketers to create a cohesive content strategy that genuinely connects with prospects at each step. This approach ensures every interaction feels relevant and intentional, leading to smoother transitions from one stage to the next. Guiding prospects thoughtfully through the journey will set you up to turn them into loyal and satisfied customers.