IRON provides customer journey enablement for a wide array of B2B brands, including Salesforce, Twilio, Slack, and more.

B2B services Salesforce

B2B Branding, Post-Amazonification

Once upon a time, B2B consumers had a different mindset from B2C consumers—expectations were lower when it came to branding and quality of service.

But times have changed, due to what we call the “Amazonification” of the world. B2B consumers are so deeply indoctrinated by personalized shopping experiences, same-day deliveries, and seamless returns, that they bring those expectations to work with them. As a result, cutting-edge B2B players recognize that a great B2B brand will act like a B2C brand in the post-Amazon era.

“The B2B customer journey is evolving, as traditional B2B players are following the same customer-centric strategies as their B2C counterparts.”


The Customer Journey

IRON and the B2B Customer Journey

So how do we support the customer journey for cutting-edge B2B brands?

We recognize that the conventional agency model won’t get it done. In the post-Amazon era, brands need to fuel their customer journeys with high-volume, brand-perfect production design for every single customer touchpoint—every ad, every email, every landing page, every white paper, every webinar, and more.

That can’t happen with an agency that’s on the outside looking in. It requires constant contact, deep brand knowledge, and even an understanding of your business’ political landscape. In short, it requires a resource that acts more like an internal team than an external team. And our model is designed to align with that new vision for outsourcing.

External Internal Agency Model

  • Client Count

    We keep our client list short—doing more work for fewer clients allows our creative teams to learn the nuances of the brands they’re working with as well (or better than) their client-side counterparts who often move through the organization rapidly.

  • Creative Team Design

    We weight our creative staff to support high-volume production design but keep senior creatives on staff to meet more strategic needs as they arise.

  • Account Team Design

    We have as many account managers as we do creative staff—ensuring our account people have the time to meet their clients’ daily demands and internalize brand challenges and priorities.

The Tool Kit

The Tool Kit: Overview

More than a decade of experience with brands like Salesforce, Slack, and Twilio has made us experts on the deliverables that power B2B customer journeys.

That experience has also given us the vision to tie all the deliverables together with an unwavering grasp of the brand—driving the consistency our clients need to forge a foundation for their customer experience.

“Consistency on the most common customer journeys is an important predictor of overall customer experience and loyalty.”


While a comprehensive list of the tools supporting the customer journey would fill too many pages to post, we’ve boiled them down to six broad categories.

The Tool Kit: A Closer Look

  • Advertising & Marketing

    Over the last two decades, IRON has built a model specially suited to the large scale production design that is invaluable to campaign implementation. But we've also curated the strategic and creative experience to conceptualize fully integrated campaigns for key marketing initiatives.

    _Further Reading
  • Content Marketing

    Content Marketing is a huge part of any B2B technology marketer’s arsenal. Our role is to provide copy and design support, as well as higher level visual conceptualization.

    _Further Reading
  • Event Design

    We’ve handled a wide array of event experiences for Salesforce, Slack and Genentech—from straight forward brand implementation to broader thematic conceptualization.

    _Further Reading
  • Product Education

    We know the customer journey doesn’t end with the sale—in fact that’s really just where it begins. And Product Education materials are an invaluable part of retaining and growing relationships.

    _Further Reading
  • Training & Reference Material

    We believe Training and Reference Materials are a critical part of the customer journey, because that journey is truly driven by internal culture and processes.

    _Further Reading
  • Video & Motion Graphics

    The video work we do spans the spectrum of our other five focus areas—from “talking head” videos to high concept motion graphics pieces, leveraging our in-house team, and a close-knit network of production pros.

    _Further Reading

Salesforce Customer Journey Samples

We've worked with some of the world's foremost B2B brands.

The Wrap Up

Standing out has always been the goal in marketing, but with customer expectations at an all-time high, you need a partner you can count on day-in, day-out to build and sustain deeper customer relationships. IRON is that partner.

Drop us a line.

Contact us

120 2nd St. Floor 3,
San Francisco, CA 94105

(415) 227-9975