Touchpoints are the moments of truth. At these contact points, it is decided whether customers will buy and be loyal to a company or not. To facilitate the purchase for customers, B2B marketers not only need to understand the course of the buyer’s journey, or Customer Journey but also the biggest challenges for decision-makers at each contact point along their path to the purchase completion. For this reason, it should be the goal at the beginning of each User Experience initiative to identify and evaluate the touchpoints relevant to potential as well as current customers in the respective phases of the decision-making and purchasing process. The use of a B2B touchpoint evaluation tool enables an interactive and multidimensional evaluation of individual contact points, not only from a company-internal perspective but also from the buyer’s perspective and thus helps to derive customer-oriented recommendations for the future management of the identified contact points. Based on this, an international industrial technology group has initiated a research project to identify and evaluate. The case study provides insight into how the technology corporation involved customers in the touchpoint analysis, how the results were evaluated using a B2B touchpoint evaluation tool, and what insights the project led to, which influenced the decisions about the distribution of marketing resources per touchpoint.