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The B2B Customer Experience & Journey Infographic

The Marketing Moments of Truth

Looking at these acronyms, it makes you wonder what’s going on in people’s minds. But it’s not until you pull them apart and realise what they mean and how they’re affecting your bottom line do you actually sit up and take notice.

I think one of the reasons B2B companies are so dependent on salespeople and not their marketing teams is that the marketers rarely know what it's like to sell to someone direct. So the best way of explaining the process is the ZMOT to UMOT journey.

In a nutshell there are four moments of truth (MOT), starting at the beginning with ‘ZERO’, then ‘FIRST’, SECOND’ and finally the ‘ULTIMATE’ moment of truth.

  • ZMOT – When they realise they need a product
  • FMOT – When they realise you can supply ‘that’ product
  • SMOT – When they buy the product from you and start using it
  • UMOT – When they recommend you to someone else

These acronyms make up both the customer's journey and their experience. Remembering these letters will help identify and focus the attention of your marketers or those who are currently carrying out the marketing.

However, in order to see how these acronyms work within the context of the whole marketing mix we have provided some graphics to help visualise how the ‘Moments of Truth’ connect.

In the first image (Fig.1) you can see how the elements are ‘stacked’ meaning that multiple activities happen at the same time.

Marketing Stack sX 2018

Fig. 1

In the image below (Fig.2) you can see how each Moment of Truth connects right the way through the marketing mix and where it meets the marketing funnel, marketing technology and social media.

Marketing Stack Slideshow


Finally, where it all comes together for new business, is the marketing nurture strategy. In the example below we have used a travel software product to illustrate the approach.

Customer Experience Infographic


For a more detailed explanation of the Customer Journey and Experience take a look at our video "The Marketing Moments of Truth" and if you have any questions do contact us on 0800 970 9751.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

30 April 2024

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The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.