The idea of a "Golden Path" is something that many marketers are interested in. What is it? Well, the "Golden Path" is the idea that there is an ideal path that potential buyers take that would make them more likely to become a customer. Once you find the "Golden Path," you can then funnel potential buyers into that path, with the outcome being that these folks will become customers. If only we could figure out what that ideal path is, we can turn more potential buyers into customers.

So, does the concept of a "Golden Path" have merit in the B2B world? Let's examine.