The growing influence of Customer Experience strategies poses great challenges to B2B companies in many industries. The traditional recipe for success, being in the right markets at the right time, offering superior products and services or being the most cost-effective producer, is no longer a guarantee to secure a sustainable competitive advantage. The creation of unique customer experiences has become a critical success factor. But what brings the customer experience to life? Touchpoints. Since customer satisfaction alone is no longer sufficient, B2B marketers must inspire and surprise customers on their path to purchase and facilitate the B2B purchase by identifying the most important customer challenges at every touchpoint during the entire customer journey. The article informs B2B marketers about the peculiarities, influencing factors and changes in the B2B decision-making process, the role of the customer experience and the importance of touchpoints in B2B purchasing. In addition, insights into the visualization and measurement of customer experiences as well as into touchpoint management along the customer journey are given. Based on this, a touchpoint evaluation tool is introduced, which B2B companies help to identify and analyze the most relevant touchpoints for customers in terms of their impact on purchasing decisions.