{"id":5617,"date":"2026-04-24T11:12:00","date_gmt":"2026-04-24T08:12:00","guid":{"rendered":"https:\/\/cmimmio.com\/?p=5617"},"modified":"2026-01-20T15:52:57","modified_gmt":"2026-01-20T13:52:57","slug":"brand-vs-performance-marketing-series-part-2-mapping-marketing-to-the-b2b-buyer-journey","status":"publish","type":"post","link":"https:\/\/cmimmio.com\/fi\/2026\/04\/24\/brandi-vs-suorituskykymarkkinointisarja-osa-2-markkinoinnin-kohdentaminen-b2b-ostajamatkaan\/","title":{"rendered":"Br\u00e4ndi- ja tulosmarkkinointisarja, osa 2: Markkinoinnin kohdistaminen B2B-ostajapolulle"},"content":{"rendered":"<h3 class=\"wp-block-heading\" id=\"executive-summary\"><strong>Tiivistelm\u00e4<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00e4m\u00e4 artikkeli muuttaa teoreettisen ymm\u00e4rryksen k\u00e4yt\u00e4nn\u00f6n sovellukseksi yhdist\u00e4m\u00e4ll\u00e4 br\u00e4ndi- ja suorituskykymarkkinoinnin taktiikat B2B-ostajapolun viiteen vaiheeseen: tietoisuus, harkinta, arviointi, p\u00e4\u00e4t\u00f6s sek\u00e4 sitoutuminen ja s\u00e4ilytt\u00e4minen. Se haastaa perinteisen lineaarisen suppilomallin ja paljastaa, kuinka nykyaikaiset B2B-ostajat kiert\u00e4v\u00e4t takaisin, hypp\u00e4\u00e4v\u00e4t eteenp\u00e4in ja tekev\u00e4t 83% tutkimuksestaan itsen\u00e4isesti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Artikkeli tarjoaa vaihekohtaisia taktiikoita selkeill\u00e4 br\u00e4ndi-\/tulosmarkkinointijaoilla (tunnettuus: 80\/20, harkinta: 50\/50, arviointi: 70\/30 tuloskeskeinen, ostop\u00e4\u00e4t\u00f6s: 80\/20 tuloskeskeinen, sitouttaminen\/puolestapuhuminen: 70\/30 br\u00e4ndikeskeinen), mik\u00e4 osoittaa, kuinka ostajat voidaan kohdata heid\u00e4n ostopolkunsa miss\u00e4 tahansa vaiheessa. Snowflaken, Gongin, Slackin ja Notionin monipuoliset tapaustutkimukset havainnollistavat onnistuneita ostopolkuun pohjautuvia strategioita.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" data-attachment-id=\"5619\" data-permalink=\"https:\/\/cmimmio.com\/fi\/2026\/04\/24\/brandi-vs-suorituskykymarkkinointisarja-osa-2-markkinoinnin-kohdentaminen-b2b-ostajamatkaan\/brand-vs-performance-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?fit=1024%2C768&amp;ssl=1\" data-orig-size=\"1024,768\" data-comments-opened=\"1\" data-image-title=\"Brand vs performance Market mapping\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?fit=1024%2C768&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?resize=1024%2C768&#038;ssl=1\" alt=\"Markkinoinnin kohdentaminen B2B-ostajan ostopolulle\" class=\"wp-image-5619\" title=\"\" srcset=\"https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?w=1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-vs-performance-2.png?resize=768%2C576&amp;ssl=1 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"key-concepts-covered\"><strong>Keskeiset k\u00e4sitteet<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lineaaristen suppiloiden kuolema<\/strong>Miksi ostajat eiv\u00e4t seuraa ennustettavia polkuja ja mit\u00e4 se tarkoittaa markkinoinnille<\/li>\n\n\n\n<li><strong>Vaihe 1 \u2013 Tietoisuus<\/strong>Koulutussis\u00e4lt\u00f6, ajatusjohtajuus, ongelmakeskeinen SEO (br\u00e4ndidominantti)<\/li>\n\n\n\n<li><strong>Vaihe 2 \u2013 Harkinta<\/strong>Tasapainoinen l\u00e4hestymistapa, jossa yhdistyv\u00e4t kategorian opettaminen ja liidien hankinta<\/li>\n\n\n\n<li><strong>Vaihe 3 \u2013 Arviointi<\/strong>Suorituskykykeskeinen, sis\u00e4lt\u00e4\u00e4 demoja, kokeilujaksoja ja vertailusis\u00e4lt\u00f6\u00e4<\/li>\n\n\n\n<li><strong>Vaihe 4 \u2013 P\u00e4\u00e4t\u00f6s<\/strong>Konversio-ohjautuva myynnin tukeen ja referenssiohjelmiin keskittyen<\/li>\n\n\n\n<li><strong>Vaihe 5 \u2013 Puolestapuhuminen \/ Asiakaspysyvyys<\/strong>Br\u00e4ndikeskeinen yhteis\u00f6n rakentaminen ja kasvuun t\u00e4hd\u00e4t\u00e4\u00e4n markkinointia \/ Br\u00e4ndikeskeinen yhteis\u00f6n rakentaminen ja laajennusmarkkinointi<\/li>\n\n\n\n<li><strong>Ep\u00e4lineaarinen k\u00e4ytt\u00e4ytyminen<\/strong>: Paluuprosesseja, kun uusia sidosryhmi\u00e4 liittyy mukaan, vaatimukset muuttuvat tai budjetit siirtyv\u00e4t<\/li>\n\n\n\n<li><strong>K\u00e4ytt\u00e4ytymissignaalit<\/strong>Kuinka tunnistaa, miss\u00e4 vaiheessa potentiaaliset asiakkaat ovat sitoutumismallien perusteella<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"key-statistics-and-data-points\"><strong>Keskeiset tilastot ja datapisteet<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>17 % ostajan ajasta<\/strong> tavarantoimittajien kanssa; 83 % riippumatonta tutkimusta (Gartner)<\/li>\n\n\n\n<li><strong>6-10 sidosryhm\u00e4n j\u00e4sent\u00e4<\/strong> keskiarvo B2B-ostoneuvostoissa<\/li>\n\n\n\n<li><strong>Yli 13 sis\u00e4lt\u00f6\u00e4<\/strong> kulutettu ennen ostop\u00e4\u00e4t\u00f6ksi\u00e4<\/li>\n\n\n\n<li><strong>6\u201318 kuukautta<\/strong> tyypillinen B2B-teknologiamyynnin sykli<\/li>\n\n\n\n<li><strong>22% latauksen ja SQL-muunnoksen suhde<\/strong> hyvin kohdennettuun harkintavaiheen sis\u00e4lt\u00f6\u00f6n<\/li>\n\n\n\n<li><strong>2,8-kertainen konversioaste<\/strong> prospekteille, jotka ovat altistuneet sek\u00e4 br\u00e4ndi- ett\u00e4 tulosmarkkinoinnin kosketuspisteille<\/li>\n\n\n\n<li><strong>34% suurempaa kauppaa<\/strong> potentiiaalisille asiakkaille, jotka ovat olleet vuorovaikutuksessa opettavaisen sis\u00e4ll\u00f6n kanssa<\/li>\n\n\n\n<li><strong>28% lyhyemm\u00e4t myyntisyklit<\/strong> br\u00e4ndisitoutuneille potentiaalisille asiakkaille<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"case-studies-featured\"><strong>Esitellyt tapaustutkimukset<\/strong><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>HubSpotin inbound-markkinoinnin sis\u00e4lt\u00f6strategia<\/strong>Luotiin tunnettuutta vapaasti saatavilla olevalla koulutussis\u00e4ll\u00f6ll\u00e4 ja houkuteltiin sitten harkintavaiheen potentiaalisia asiakkaita kattavilla oppailla<br><\/li>\n\n\n\n<li><strong>Snowflaken tekninen sis\u00e4lt\u00f6 + kohdennettu ABM<\/strong>: Julkaistu laaja tekninen dokumentaatio (br\u00e4ndi), joka oli kohdistettu Fortune 500 -yritysten data-insin\u00f6\u00f6reille (suorituskyky), mink\u00e4 seurauksena saavutettiin yli $70 miljardin dollarin arvonosoitus<br><\/li>\n\n\n\n<li><strong>Gongin liikevaihto\u00e4lykkyyskategorian luominen<\/strong>M\u00e4\u00e4riteltiin uusi tuoteryhm\u00e4 br\u00e4ndisis\u00e4ll\u00f6n kautta ja tavoitettiin arviointivaiheen ostajat aggressiivisella demokampanjalla, mik\u00e4 johti yli 60% vuotuiseen kasvuun.<br><\/li>\n\n\n\n<li><strong>Slackin ruohonjuuritason p\u00e4\u00e4t\u00f6ksenteon mahdollistaminen<\/strong>Tuotekokemus vauhditti orgaanista k\u00e4ytt\u00f6\u00f6nottoa (br\u00e4ndi), kun taas kohdistetut it-ostajakampanjat (suorituskyky) muunsivat tiimik\u00e4yt\u00f6n yrityskaupoiksi, mik\u00e4 johti $27,7 miljardin arvoiseen yrityskauppaan<br><\/li>\n\n\n\n<li><strong>Notionin yhteis\u00f6vetoinen kasvu<\/strong>Poikkeuksellinen tuotekokemus ja yhteis\u00f6n voimaannuttaminen (br\u00e4ndi) yhdistettyn\u00e4 \u00e4lykk\u00e4isiin konversiotaktiikoihin (tuloksellisuus) loi matalan hankintakustannuksen (CAC) kasvumoottorin<br><\/li>\n\n\n\n<li><strong>Atlassian's Awareness Through Education<\/strong>Ilmaiset resurssit ja yhteis\u00f6n rakentaminen loivat tietoisuutta, ja strateginen suorituskykymarkkinointi hy\u00f6dynsi yrityskysynt\u00e4\u00e4<br><\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"download-the-full-part-2-of-the-article-here-the-b-2-b-buyer-mapping-template-and-the-content-matrix-by-stage\">Lataa artikkelin Osa 2 kokonaisuudessaan t\u00e4\u00e4lt\u00e4, B2B-ostajakartoituspohja sek\u00e4 vaiheittainen sis\u00e4lt\u00f6matriisi. <\/h4>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-Marketing-vs-Performance-Marketing-The-Complete-B2B-Tech-Guide-Part-2-of-5.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Tiedoston Brand Marketing vs Performance Marketing The Complete B2B Tech Guide Part 2 of 5 upotus.\"><\/object><a id=\"wp-block-file--media-e1212f07-2159-4484-90a0-2a5389af440e\" href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-Marketing-vs-Performance-Marketing-The-Complete-B2B-Tech-Guide-Part-2-of-5.pdf\">Br\u00e4ndimarkkinointi vs. tulosmarkkinointi: T\u00e4ydellinen B2B-teknologiaopas, osa 2 \/ 5<\/a><a href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/10\/Brand-Marketing-vs-Performance-Marketing-The-Complete-B2B-Tech-Guide-Part-2-of-5.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-e1212f07-2159-4484-90a0-2a5389af440e\">Lataa<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/B2B-Buyer-Journey-Mapping-Template-1.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Tiedoston B2B Buyer Journey Mapping Template upotus.\"><\/object><a id=\"wp-block-file--media-a23a17ac-e3b6-4bea-af42-42bc0e90e9e0\" href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/B2B-Buyer-Journey-Mapping-Template-1.pdf\">B2B-ostajapolun kartoituspohja<\/a><a href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/B2B-Buyer-Journey-Mapping-Template-1.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-a23a17ac-e3b6-4bea-af42-42bc0e90e9e0\">Lataa<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/Content-Planning-Matrix.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Tiedoston Content Planning Matrix upotus.\"><\/object><a id=\"wp-block-file--media-a8c2f737-1271-4d3a-bb07-6e5f1c3fcae8\" href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/Content-Planning-Matrix.pdf\">Sis\u00e4ll\u00f6nsuunnittelumatriisi<\/a><a href=\"https:\/\/cmimmio.com\/wp-content\/uploads\/2025\/11\/Content-Planning-Matrix.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-a8c2f737-1271-4d3a-bb07-6e5f1c3fcae8\">Lataa<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"sources-and-references\"><strong>L\u00e4hteet ja kirjallisuus<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tutkimus- ja teollisuustutkimukset:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Gartner<\/strong>: \u201cUusi B2B-ostosykli\u201d (2023\u20132024)\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey\" rel=\"nofollow\">https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Forrester Research<\/strong>: \u201cB2B-liikevaihtovesiputous\u201d\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.forrester.com\/\" rel=\"nofollow\">https:\/\/www.forrester.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>SiriusDecisions<\/strong>Kysynn\u00e4n pudotuspriorisointikehys\u201c\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.siriusdecisions.com\/\" rel=\"nofollow\">https:\/\/www.siriusdecisions.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>LinkedIn B2B Institute<\/strong>Ostajamatka- ja p\u00e4\u00e4t\u00f6ksentekotutkimus\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/b2b-institute\" rel=\"nofollow\">https:\/\/business.linkedin.com\/marketing-solutions\/b2b-institute<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>McKinsey &amp; Company<\/strong>\u201cB2B-liiketoiminnan digitaalinen k\u00e4\u00e4nnekohta\u201d\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.mckinsey.com\/\" rel=\"nofollow\">https:\/\/www.mckinsey.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Yrityskohtaiset resurssit:<\/strong> 6. <strong>Salesforce<\/strong>Tapaustutkimukset ja myyntimenetelm\u00e4<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.salesforce.com\/resources\/\" rel=\"nofollow\">https:\/\/www.salesforce.com\/resources\/<\/a><\/li>\n<\/ul>\n\n\n\n<ol start=\"7\" class=\"wp-block-list\">\n<li><strong>HubSpot Academy<\/strong>: Opetusmateriaalit ja sertifiointi\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/academy.hubspot.com\/\" rel=\"nofollow\">https:\/\/academy.hubspot.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Viitatut ty\u00f6kalut<\/strong> <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>8. <strong>Lucidchart<\/strong>Asiakaspolun kartoitusty\u00f6kalut\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/www.lucidchart.com\/\" rel=\"nofollow\">https:\/\/www.lucidchart.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ol start=\"9\" class=\"wp-block-list\">\n<li><strong>Miro<\/strong>Yhteinen matkakartoitus\n<ul class=\"wp-block-list\">\n<li>URL: <a href=\"https:\/\/miro.com\/\" rel=\"nofollow\">https:\/\/miro.com\/<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>Sis\u00e4llysluettelo<\/h2><nav><ul><li><a href=\"#executive-summary\">Tiivistelm\u00e4<\/a><\/li><li><a href=\"#key-concepts-covered\">Keskeiset k\u00e4sitteet<\/a><\/li><li><a href=\"#key-statistics-and-data-points\">Keskeiset tilastot ja datapisteet<\/a><\/li><li><a href=\"#case-studies-featured\">Esitellyt tapaustutkimukset<\/a><ul><li><a href=\"#download-the-full-part-2-of-the-article-here-the-b-2-b-buyer-mapping-template-and-the-content-matrix-by-stage\">Lataa artikkelin Osa 2 kokonaisuudessaan t\u00e4\u00e4lt\u00e4, B2B-ostajakartoituspohja sek\u00e4 vaiheittainen sis\u00e4lt\u00f6matriisi.<\/a><\/li><\/ul><\/li><li><a href=\"#sources-and-references\">L\u00e4hteet ja kirjallisuus<\/a><\/li><\/ul><\/nav><\/div>","protected":false},"excerpt":{"rendered":"<p>T\u00e4m\u00e4 artikkeli muuttaa teorian k\u00e4yt\u00e4nn\u00f6ksi yhdist\u00e4m\u00e4ll\u00e4 br\u00e4ndi- ja tulosmarkkinointistrategiat B2B-ostajan matkan vaiheisiin. Se korostaa ostajien ep\u00e4lineaarista k\u00e4ytt\u00e4ytymist\u00e4 ja tarjoaa vaihekohtaisia taktiikoita, joita tuetaan sellaisien yritysten kuin Snowflaken ja Slackin tapaustutkimuksilla, korostaen r\u00e4\u00e4t\u00e4l\u00f6ityjen markkinointil\u00e4hestymistapojen t\u00e4rkeytt\u00e4 l\u00e4pi koko ostoprosessin.<\/p>","protected":false},"author":267030505,"featured_media":5619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":true,"token":"eyJpbWciOiJodHRwczpcL1wvaTAud3AuY29tXC9jbWltbWlvLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyNVwvMTBcL0JyYW5kLXZzLXBlcmZvcm1hbmNlLTIucG5nP2ZpdD0xMDI0JTJDNzY4JnNzbD0xIiwidHh0IjoiQnJhbmQgdnMgUGVyZm9ybWFuY2UgTWFya2V0aW5nIFNlcmllcyBQYXJ0IDI6IE1hcHBpbmcgTWFya2V0aW5nIHRvIHRoZSBCMkIgQnV5ZXIgSm91cm5leSIsInRlbXBsYXRlIjoiaGlnaHdheSIsImZvbnQiOiIiLCJibG9nX2lkIjoyNDUxNTI2NzN9.H6j4k1JCywBMXEz6U828P33i8acLar8OTYJu_0fN1sIMQ"},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1375,1390],"tags":[1396,1459,1416,1393,1458,1394,1460,1461],"class_list":["post-5617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-article","category-downloadables","tag-b2b-marketing","tag-buyer-journey","tag-customer-journey","tag-downloadables","tag-market-mapping","tag-marketing","tag-marketing-funnel-b2b","tag-retention-stages"],"jetpack_publicize_connections":[],"jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pgADpn-1sB","jetpack-related-posts":[{"id":12882,"url":"https:\/\/cmimmio.com\/fi\/2026\/10\/13\/korkean-hinnan-b2b-ostajapolkujen-kartoitus\/","url_meta":{"origin":5617,"position":0},"title":"Miten k\u00e4ytt\u00e4\u00e4 Minuttiota arvokkaimpien asiakaspolkujen kartoittamiseen 2026","author":"Mirva Saarij\u00e4rvi","date":"01.01.2026","format":false,"excerpt":"B2B-markkinoijat eiv\u00e4t ymm\u00e4rr\u00e4 vuoden 2026 monimutkaista, ep\u00e4lineaarista ostajakokemusta vanhentuneiden lineaaristen soutukehitysmallien vuoksi. 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