{"id":22036,"date":"2026-04-15T15:34:07","date_gmt":"2026-04-15T13:34:07","guid":{"rendered":"https:\/\/www.eim.com\/it\/?p=22036"},"modified":"2026-04-21T10:08:28","modified_gmt":"2026-04-21T08:08:28","slug":"customer-journey-b2b","status":"publish","type":"post","link":"https:\/\/www.eim.com\/it\/carosello\/customer-journey-b2b\/","title":{"rendered":"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Hero Section” _builder_version=”4.27.5″ background_color=”#002c3e” use_background_color_gradient=”on” background_color_gradient_direction=”174deg” background_color_gradient_stops=”rgba(0,0,0,0.51) 87%|rgba(0,0,0,0.51) 87%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(0,0,0,0.51)” background_color_gradient_start_position=”87%” background_color_gradient_end=”rgba(0,0,0,0.51)” background_color_gradient_end_position=”29%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/Customer-Journey-B2B-relazione-scaled.jpeg” background_position=”top_center” min_height_tablet=”” min_height_phone=”660px” min_height_last_edited=”on|phone” height=”700px” height_tablet=”580px” height_phone=”auto” height_last_edited=”on|desktop” custom_padding=”2%||0%||false|false” custom_padding_tablet=”2%||0%||false|false” custom_padding_phone=”0%||0.2%||false|false” bottom_divider_style=”slant” bottom_divider_color=”#ffffff” bottom_divider_height=”150px” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”120px” bottom_divider_height_phone=”120px” bottom_divider_height_last_edited=”on|phone” background_last_edited=”off|desktop” background_position_phone=”bottom_left” background_horizontal_offset_phone=”47%” background_vertical_offset_phone=”17%” locked=”off” global_colors_info=”{}” background_color_gradient_direction__hover=”180deg” background_color_gradient_direction__hover_enabled=”180deg” background_color_gradient_start_position__hover=”0%” background_color_gradient_start_position__hover_enabled=”0%” background_color_gradient_end_position__hover=”100%” background_color_gradient_end_position__hover_enabled=”100%” background_color_gradient_stops__hover=”rgba(0,0,0,0.51) 0%|rgba(0,0,0,0.51) 100%”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.24.0″ custom_margin=”|auto|0px|auto|false|false” custom_margin_tablet=”” custom_margin_phone=”0%||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”4%||||false|false” custom_padding_tablet=”7%||||false|false” custom_padding_phone=”20.5%||9px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text content_tablet=”<\/p>\n

Visione e consenso sugli obiettivi aziendali: come velocizzare il cambiamento<\/b><\/h1>\n

” content_phone=”<\/p>\n

Fondi di private equity: se si sceglie il manager sbagliato<\/h1>\n

” content_last_edited=”off|desktop” admin_label=”Hero Section Title” _builder_version=”4.27.5″ text_font=”Montserrat|800|||||||” text_font_size=”18px” text_line_height=”1.3em” header_font=”Montserrat|700|||||||” header_font_size=”56px” header_letter_spacing=”3px” header_line_height=”1.1em” header_2_font=”Montserrat|700|||||||” header_2_text_color=”rgba(255,255,255,0.6)” header_2_font_size=”90px” header_2_letter_spacing=”3px” header_2_line_height=”1.1em” text_orientation=”center” background_layout=”dark” max_width=”900px” module_alignment=”center” custom_margin=”0px||0px||false|false” custom_padding=”0px||||false|false” animation_style=”fade” animation_direction=”bottom” animation_duration=”1350ms” header_font_size_tablet=”50px” header_font_size_phone=”20px” header_font_size_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”50px” header_2_font_size_last_edited=”on|phone” text_text_shadow_style=”preset1″ text_text_shadow_horizontal_length=”0.28em” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

Customer Journey B2B: come conquistare nuovi clienti senza competere sul prezzo <\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.27.5″ background_color=”#ffffff” custom_margin=”-1px||||false|false” custom_padding=”1%||3%||false|false” custom_padding_tablet=”10px||3%||false|false” custom_padding_phone=”||3%||false|false” top_divider_color=”#ffffff” top_divider_style_last_edited=”off|desktop” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.27.4″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”0px|0px|3em|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.27.5″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”2px||0px||false|false” global_colors_info=”{}”]<\/p>\n

In molte aziende B2B la crescita non passa necessariamente dall\u2019acquisizione di nuovi clienti. Nei casi in cui la base clienti \u00e8 stabile, i tassi di conversione sono buoni e il mercato servito \u00e8 gi\u00e0 ampio, le leve principali sono altre.
Esistono per\u00f2 contesti diversi, in cui il mercato potenziale \u00e8 molto pi\u00f9 grande di quello servito<\/strong> e la priorit\u00e0 diventa conquistare nuovi clienti. Ma come si trasforma una persona che non ha mai comprato da noi in un cliente stabile?<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”0px|0px|0px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

La Customer Journey non \u00e8 un funnel, \u00e8 un processo cognitivo <\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.5″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”2px||0px||false|false” global_colors_info=”{}”]<\/p>\n

Per rispondere a questa domanda \u00e8 necessario uscire da una visione puramente commerciale e comprendere come funziona il cervello di chi compra<\/strong>. La Customer Journey non \u00e8 una sequenza di strumenti, ma un percorso fatto di barriere da superare, in un ordine preciso.<\/p>\n

Saltare una fase o attivare strumenti non coerenti con il momento del cliente porta a inefficienze, frustrazione della forza vendita e, spesso, a una competizione basata solo sul prezzo.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.27.5″ background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_direction=”69deg” background_color_gradient_stops=”rgba(255,255,255,0) 40%|rgba(255,255,255,0) 40%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(255,255,255,0)” background_color_gradient_start_position=”40%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”0%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/Customer-Journey-B2B-processo-cognitivo.webp” background_position=”bottom_center” background_vertical_offset=”51%” min_height=”650px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”4px||4px||true|false” top_divider_style=”slant” top_divider_color=”#ffffff” top_divider_height=”70px” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”60px” top_divider_height_phone=”60px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#e6e6e6″ bottom_divider_flip=”vertical” bottom_divider_height_tablet=”60px” bottom_divider_height_phone=”60px” bottom_divider_height_last_edited=”on|phone” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#e6e6e6″ custom_margin=”||||false|false” custom_padding=”1%||2%||false|false” custom_padding_tablet=”3%||3%||false|false” custom_padding_phone=”2%||||false|false” top_divider_color=”#e6e6e6″ top_divider_flip=”horizontal” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”0px|0px|6px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

Prima barriera: essere presi in considerazione (fiducia ed emozione) <\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.5″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||-17px||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”0px||10px||false|false” global_colors_info=”{}”]<\/p>\n

La prima soglia da superare \u00e8 quella dell\u2019attenzione e della preferenza iniziale. Qui entra in gioco il sistema limbico<\/strong>, la parte del cervello che governa le decisioni emotive.<\/p>\n

Nel B2B, come in ogni altro ambito, non si sceglie chi non si conosce. Prima ancora di valutare un\u2019offerta, il cliente deve potersi dire: “Di questa azienda (o di questa persona) posso fidarmi.”<\/em><\/p>\n

Questo significa lavorare su:<\/p>\n

    \n
  • awareness e riconoscibilit\u00e0<\/li>\n
  • reputazione<\/li>\n
  • valori, visione, coerenza nel tempo<\/li>\n<\/ul>\n

    Molti sforzi commerciali falliscono perch\u00e9 le aziende cercano di vendere senza essersi prima rese credibili. \u00c8 come discutere di caratteristiche tecniche mentre l\u2019interlocutore si sta ancora chiedendo se fidarsi.<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.27.5″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” min_height=”100px” custom_margin=”-14px|auto|0px|auto|false|false” custom_padding=”0px|0px|6px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

    Seconda barriera: valore percepito (razionalit\u00e0) <\/h2>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||-17px||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”0px||12px||false|false” global_colors_info=”{}”]<\/p>\n

    Solo dopo che la fiducia \u00e8 stata costruita entra in gioco la neocorteccia,<\/strong> la sede delle valutazioni razionali.
    Qui il cliente confronta prezzo e prestazione, alternative disponibili, livello di servizio.<\/p>\n

    Le aziende che vengono frequentemente coinvolte nelle gare ma convertono poco hanno spesso un problema di value proposition<\/strong>, non di prezzo. Abbassare i prezzi raramente risolve. Molto pi\u00f9 efficace \u00e8:<\/p>\n

      \n
    • migliorare il livello di servizio<\/li>\n
    • ripensare l\u2019organizzazione<\/li>\n
    • imparare ad argomentare correttamente il valore nel ciclo di vita<\/li>\n<\/ul>\n

      \u00c8 una logica ben nota nel mondo del lusso, da cui anche il B2B industriale pu\u00f2 trarre insegnamento.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” _builder_version=”4.27.5″ background_color=”RGBA(255,255,255,0)” use_background_color_gradient=”on” background_color_gradient_direction=”69deg” background_color_gradient_stops=”rgba(255,255,255,0) 40%|rgba(255,255,255,0) 40%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(255,255,255,0)” background_color_gradient_start_position=”40%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”0%” background_image=”https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/Customer-Journey-B2B-razionalita.webp” background_position=”bottom_center” min_height=”650px” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”-3px||||false|false” custom_padding=”4px||4px||true|false” top_divider_style=”slant” top_divider_color=”#e6e6e6″ top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_style=”slant” bottom_divider_color=”#FFFFFF” bottom_divider_flip=”horizontal” bottom_divider_height_tablet=”80px” bottom_divider_height_phone=”70px” bottom_divider_height_last_edited=”on|phone” hover_enabled=”0″ locked=”off” global_colors_info=”{}” background_vertical_offset=”-39%” sticky_enabled=”0″][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” disabled_on=”off|off|off” _builder_version=”4.27.5″ background_color=”#FFFFFF” custom_margin=”||0px||false|false” custom_padding=”1%||3%||false|false” custom_padding_tablet=”3%||3%||false|false” custom_padding_phone=”2%||||false|false” top_divider_color=”#e6e6e6″ top_divider_flip=”horizontal” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”off|phone” admin_label=”Title Area” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”||0px||false|false” custom_padding=”0px|0px|6px|0px|false|false” custom_padding_tablet=”3%|0px|0.2%|0px|false|false” custom_padding_phone=”8%||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”3%||3%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

      Terza barriera: relazione e fidelizzazione <\/h2>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||0px||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||-17px||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”0px||||false|false” global_colors_info=”{}”]<\/p>\n

      Convertire un cliente occasionale in un cliente stabile richiede il superamento di una terza barriera, legata al cervello rettile<\/strong>: la sfera relazionale.<\/p>\n

      La fidelizzazione non \u00e8 un fatto tecnico, ma umano. Le persone fanno fatica a essere fedeli a entit\u00e0 astratte; si legano invece a chi le riconosce, le conosce, si ricorda di loro.<\/p>\n

      \u00c8 uno dei motivi per cui la fidelizzazione nei canali digitali puri \u00e8 cos\u00ec complessa: ci si ferma spesso alle argomentazioni razionali, senza costruire una vera relazione.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”off|desktop” disabled_on=”off|off|off” _builder_version=”4.27.5″ background_color=”#012c3f” background_enable_image=”off” min_height_tablet=”400px” min_height_phone=”350px” min_height_last_edited=”on|desktop” custom_margin=”||||false|false” custom_padding=”6%||3%||false|false” custom_padding_tablet=”10%||||false|false” custom_padding_phone=”5%||0.6%||false|false” top_divider_style=”slant” top_divider_color=”#FFFFFF” top_divider_flip=”vertical|horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”60px” top_divider_height_last_edited=”on|phone” bottom_divider_color=”#e6e6e6″ bottom_divider_flip=”vertical” background_color_tablet=”#002737″ background_last_edited=”off|desktop” background_enable_color_tablet=”on” use_background_color_gradient_tablet=”off” background_enable_image_tablet=”off” locked=”off” global_colors_info=”{}”][et_pb_row admin_label=”Title Area” _builder_version=”4.21.0″ background_color=”rgba(0,0,0,0)” width=”100%” module_alignment=”center” custom_margin=”|-5px||auto|false|false” custom_padding=”0px|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text disabled_on=”off|off|off” admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_text_color=”#FFFFFF” header_2_font_size=”30px” header_3_text_align=”center” header_3_text_color=”#FFFFFF” custom_margin=”1.9%||1.9%||true|false” custom_margin_tablet=”3%|1%|3%|1%|true|true” custom_margin_phone=”3%|1%|3%|1%|true|true” custom_margin_last_edited=”on|tablet” custom_padding=”3px||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” locked=”off” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

      Metodo e sequenzialit\u00e0: la chiave della crescita <\/h2>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ text_text_color=”#FFFFFF” text_font_size=”16px” max_width=”90%” module_alignment=”center” custom_margin=”||||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”3px||2px||false|false” global_colors_info=”{}”]<\/p>\n

      La Customer Journey efficace \u00e8 sequenziale<\/strong>.
      Ogni fase ha le sue logiche, le sue leve e i suoi strumenti. Attivarli nel momento sbagliato significa sprecare risorse.<\/p>\n

      Il metodo EIM parte proprio da qui: comprendere dove si trovano i clienti nel loro percorso decisionale, identificare le barriere reali alla crescita e intervenire in modo mirato, senza scorciatoie.<\/p>\n

      Perch\u00e9 crescere non significa fare di pi\u00f9, ma fare le cose giuste, nel giusto ordine<\/strong>.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” disabled_on=”off|off|off” _builder_version=”4.27.4″ background_color=”#db9300″ custom_margin=”0%||||false|false” custom_padding=”||2px|||” custom_padding_tablet=”80px||||false|false” custom_padding_phone=”47px||4px||false|false” top_divider_style=”slant” top_divider_color=”#012c3f” top_divider_flip=”horizontal” top_divider_height_tablet=”80px” top_divider_height_phone=”70px” top_divider_height_last_edited=”on|phone” bottom_divider_color=”#ffffff” bottom_divider_flip=”horizontal” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ custom_margin=”-7px|auto||auto|false|false” custom_padding=”40px||0.5%||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text admin_label=”Title” _builder_version=”4.27.5″ text_font=”||||||||” text_text_color=”#ffffff” text_font_size=”20px” header_font=”Prata||||||||” header_2_font=”Montserrat|700|||||||” header_2_text_align=”center” header_2_font_size=”30px” custom_margin=”1.3%||||false|false” custom_padding=”||0px|||” animation_style=”fade” animation_direction=”top” animation_duration=”1350ms” animation_starting_opacity=”100%” inline_fonts=”Prata,Montserrat” global_colors_info=”{}”]<\/p>\n

      Se vuoi scoprire gli approcci EIM<\/b><\/p>\n

      [\/et_pb_text][et_pb_button button_url=”https:\/\/www.eim.com\/it\/contatti\/” button_text=”CONTATTACI” button_alignment=”center” disabled_on=”off|off|off” _builder_version=”4.27.4″ _module_preset=”default” background_layout=”dark” custom_margin=”25px||||false|false” global_colors_info=”{}”][\/et_pb_button][et_pb_code _builder_version=”4.19.3″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

      Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.<\/p>\n","protected":false},"author":2,"featured_media":22069,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[2193,2152,581],"tags":[],"class_list":["post-22036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-carosello","category-crescita","category-news"],"yoast_head":"\nCustomer\u00a0Journey\u00a0B2B: conquistare nuovi clienti senza competere sul prezzo - EIM ITALIA<\/title>\n<meta name=\"description\" content=\"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0\" \/>\n<meta property=\"og:description\" content=\"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"EIM Italia\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-15T13:34:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-21T08:08:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"eimworld\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"eimworld\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/\"},\"author\":{\"name\":\"eimworld\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#\\\/schema\\\/person\\\/82c5e4b03b7af649944ed10552319b91\"},\"headline\":\"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0\",\"datePublished\":\"2026-04-15T13:34:07+00:00\",\"dateModified\":\"2026-04-21T08:08:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/\"},\"wordCount\":3070,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2026\\\/04\\\/POST-b2b-top-line-growth.webp\",\"articleSection\":[\"Carosello\",\"CRESCITA\",\"News\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/\",\"url\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/\",\"name\":\"Customer\u00a0Journey\u00a0B2B: conquistare nuovi clienti senza competere sul prezzo - EIM ITALIA\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2026\\\/04\\\/POST-b2b-top-line-growth.webp\",\"datePublished\":\"2026-04-15T13:34:07+00:00\",\"dateModified\":\"2026-04-21T08:08:28+00:00\",\"description\":\"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#breadcrumb\"},\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2026\\\/04\\\/POST-b2b-top-line-growth.webp\",\"contentUrl\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2026\\\/04\\\/POST-b2b-top-line-growth.webp\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/news\\\/customer-journey-b2b\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.eim.com\\\/it\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#website\",\"url\":\"https:\\\/\\\/www.eim.com\\\/it\\\/\",\"name\":\"EIM Italia\",\"description\":\"Siamo gli inventori dell'Executive Interim Management\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.eim.com\\\/it\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#organization\",\"name\":\"EIM\",\"url\":\"https:\\\/\\\/www.eim.com\\\/it\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2022\\\/02\\\/logo-eim-favicon2022.png\",\"contentUrl\":\"https:\\\/\\\/www.eim.com\\\/it\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2022\\\/02\\\/logo-eim-favicon2022.png\",\"width\":427,\"height\":427,\"caption\":\"EIM\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.eim.com\\\/it\\\/#\\\/schema\\\/person\\\/82c5e4b03b7af649944ed10552319b91\",\"name\":\"eimworld\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g\",\"caption\":\"eimworld\"},\"sameAs\":[\"https:\\\/\\\/eimworld.wpengine.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Customer\u00a0Journey\u00a0B2B: conquistare nuovi clienti senza competere sul prezzo - EIM ITALIA","description":"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/","og_locale":"it_IT","og_type":"article","og_title":"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0","og_description":"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.","og_url":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/","og_site_name":"EIM Italia","article_published_time":"2026-04-15T13:34:07+00:00","article_modified_time":"2026-04-21T08:08:28+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp","type":"image\/webp"}],"author":"eimworld","twitter_card":"summary_large_image","twitter_title":"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0","twitter_misc":{"Scritto da":"eimworld","Tempo di lettura stimato":"4 minuti"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#article","isPartOf":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/"},"author":{"name":"eimworld","@id":"https:\/\/www.eim.com\/it\/#\/schema\/person\/82c5e4b03b7af649944ed10552319b91"},"headline":"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0","datePublished":"2026-04-15T13:34:07+00:00","dateModified":"2026-04-21T08:08:28+00:00","mainEntityOfPage":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/"},"wordCount":3070,"publisher":{"@id":"https:\/\/www.eim.com\/it\/#organization"},"image":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp","articleSection":["Carosello","CRESCITA","News"],"inLanguage":"it-IT"},{"@type":"WebPage","@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/","url":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/","name":"Customer\u00a0Journey\u00a0B2B: conquistare nuovi clienti senza competere sul prezzo - EIM ITALIA","isPartOf":{"@id":"https:\/\/www.eim.com\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#primaryimage"},"image":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp","datePublished":"2026-04-15T13:34:07+00:00","dateModified":"2026-04-21T08:08:28+00:00","description":"Nel B2B la crescita non dipende solo dal prodotto. Comprendere come funziona la Customer Journey \u2013 tra fiducia, valore percepito e relazione \u2013 \u00e8 essenziale per acquisire e fidelizzare nuovi clienti.","breadcrumb":{"@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#breadcrumb"},"inLanguage":"it-IT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/"]}]},{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#primaryimage","url":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp","contentUrl":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2026\/04\/POST-b2b-top-line-growth.webp","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/www.eim.com\/it\/news\/customer-journey-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.eim.com\/it\/"},{"@type":"ListItem","position":2,"name":"Customer\u00a0Journey\u00a0B2B: come conquistare nuovi clienti senza competere sul prezzo\u00a0"}]},{"@type":"WebSite","@id":"https:\/\/www.eim.com\/it\/#website","url":"https:\/\/www.eim.com\/it\/","name":"EIM Italia","description":"Siamo gli inventori dell'Executive Interim Management","publisher":{"@id":"https:\/\/www.eim.com\/it\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.eim.com\/it\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"it-IT"},{"@type":"Organization","@id":"https:\/\/www.eim.com\/it\/#organization","name":"EIM","url":"https:\/\/www.eim.com\/it\/","logo":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/www.eim.com\/it\/#\/schema\/logo\/image\/","url":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2022\/02\/logo-eim-favicon2022.png","contentUrl":"https:\/\/www.eim.com\/it\/wp-content\/uploads\/sites\/5\/2022\/02\/logo-eim-favicon2022.png","width":427,"height":427,"caption":"EIM"},"image":{"@id":"https:\/\/www.eim.com\/it\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.eim.com\/it\/#\/schema\/person\/82c5e4b03b7af649944ed10552319b91","name":"eimworld","image":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/secure.gravatar.com\/avatar\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/06dc2838cb0c066488cdb4b104beba474e6305a2d11cbb1fb7353f876daae9f3?s=96&d=mm&r=g","caption":"eimworld"},"sameAs":["https:\/\/eimworld.wpengine.com"]}]}},"_links":{"self":[{"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/posts\/22036","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/comments?post=22036"}],"version-history":[{"count":3,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/posts\/22036\/revisions"}],"predecessor-version":[{"id":22083,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/posts\/22036\/revisions\/22083"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/media\/22069"}],"wp:attachment":[{"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/media?parent=22036"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/categories?post=22036"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.eim.com\/it\/wp-json\/wp\/v2\/tags?post=22036"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}