Customer Journey
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The customer journey describes the end-to-end relationship between an individual and a brand, from initial awareness through evaluation, purchase, adoption, expansion, and renewal or churn. In email automation, journeys are translated into practical workflows that deliver the right message at each stage.
- Typical B2B stages:
- Anonymous visitor → Lead → MQL → SQL → Opportunity → Customer → Expansion / Renewal
- Automation role:
- Ensures consistency of messaging and follow-up, independent of individual reps.
- Surfaces next-best actions to sales and customer success based on behavior and stage.
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