Chapter 04
Touchpoint mapping where decisions thicken
pralkexun maps contact points as evidence sites — not as pastel journey posters. Each point is a place to listen, observe, and later apply Claude pattern labels.
Build the map from stories
Ask recent buyers and stalled evaluators to narrate contact points in order: first awareness, peer tip, analyst note, website, SDR call, demo, security packet, legal, procurement, onboarding. Write what they actually did, not what your funnel diagram claims.
Mark emotional temperature and role presence at each point. A demo with only users behaves differently than a demo with security watching. Link role notes to decision-maker research. Link behavioral notes to market observation.
Annotate with Claude cards
For each high-stakes touchpoint, create a Claude card: observed behavior, verbatim phrase, hypothesized friction, confidence. Cards travel into synthesis workshops. They prevent teams from collapsing a messy journey into three happy funnel stages.
When the same card repeats across accounts — “security packet as delay ritual” — you have a pattern candidate for pattern synthesis, not a market law. Use it to question positioning claims in positioning framework.
Common B2B contact clusters
Discovery cluster
Peer talk, search, events, content. Watch borrowed language enter the company.
Evaluation cluster
Demos, pilots, comparisons. Watch who joins and what freezes the calendar.
Control cluster
Security, legal, procurement. Watch rituals that look like rejection but are process.
FAQ-style notes
Do we need every micro-interaction?
No. pralkexun maps points where risk, status, or workflow load changes. Skip vanity pixels.
How does Claude fit?
Claude framing names recurring contact-point behaviors with quoted evidence and modest confidence — see the glossary.
What next after the map?
Study stalls with purchase friction, then interview gaps with customer interviews.