We built this because most journey mapping starts too late.
CX firms map what happens after someone becomes a customer. Marketing agencies focus on buyers who are already looking. Neither maps the awareness, research, consideration, and trust-building that determines whether you're even in the conversation. That's the gap Experience Labs was built to close.
Ryan Baker
Pre-Contact Journey Mapping
Ryan spent years running paid media strategy for B2B companies and seeing the same pattern: smart teams, solid campaigns, and leads that did not convert as they should. The problem rarely lived in the ads. It lived upstream, in an incomplete picture of the customer and their journey.
That observation became the Market Journey Path, a framework for mapping how customers move from unawareness through purchase decision and building the ICPs and messaging that meet them at every stage.
Michael Bartlett
CCXP · Post-Contact Experience Design
Michael has spent his career on the other half of the journey: what happens after the sale. As a Certified Customer Experience Professional, co-founder of SYFRR, and former Director of Experience Innovation at JMARK, he has designed customer experience systems across industries.
Experience Labs is a B2B consulting practice founded by Ryan Baker and Michael Bartlett, CCXP. We map the full customer journey from pre-contact awareness through post-sale retention.
What types of companies do you work with?
Primarily B2B companies in SaaS, professional services, healthcare technology, financial services, and manufacturing—typically growth-stage businesses with marketing teams already in place.
What makes you different from a strategy agency or fractional CMO?
We do one thing: map the customer journey using primary research. We do not manage campaigns, write content, or run ads. Our output is a specific picture of real buyer behavior your team can act on.
How do we know if we're ready for journey mapping?
If you have 10–15 good-fit customers, a team working to improve targeting or retention, and a catalyst such as a lost deal, churn spike, or unanswered leadership question, you are ready.
Together
Two halves. One customer journey.
Most companies approach pre-contact and post-contact as separate problems owned by separate teams. Experience Labs treats them as two sides of the same coin because, to your customer, they are.
Promise what you practice
Ready to see the whole journey?
Let's identify where your current picture is incomplete.
