B2B Marketing Success: 4 customer experience trends
Did you know that about 80% of B2B customers now expect the same customer experience as B2C buyers?
Customer experience has to be one of the core focuses of companies today in order to achieve B2B marketing success. It is the best way to ensure that you provide your customers with quality, personalized experiences to keep them coming back to your business. Here are the top four prospect and customer experience trends you should implement into your marketing and sales process:
For B2B marketing success: personalize, personalize, personalize
The best way to connect with your potential customers is by showing that you deeply understand and relate to their needs and challenges. When you offer engagement experiences, both offline and online, that connect with them, it reinforces your expertise in their market. When you invest in strategies that build personalized experiences for prospects, you’ll fill the empathy gap and turn your prospects into loyal customers. These B2B marketing strategies could use technology to engage prospects or target market material relating to their specific industry and needs.
Take a metric-driven approach
You must make efforts to determine what your customers think of your brand and of the connection it has with them. By considering the use of specific metrics, you can track overall customer satisfaction as well as their current expectations and future intentions. Moreover, your B2B marketing success is directly tied to how well you understand your customer’s perception of your brand and company. In fact, this information, will allow you to adjust company image, messages, and service to achieve top brand status. Additionally, this information can help your overall operations and service. As a result of tracking customer satisfaction, you have data to improve products, services, and support.
Ensure frictionless interaction
In the first place, no customer wants to work with a company that causes hassles. Therefore, companies should make it easy for customers to interact and buy from them to achieve B2B marketing success. When you use digital technologies to facilitate buyer and seller transactions, your relationship is easy for customers. For example, automating or simplifying complex ordering and payment is one process. Another process is to have policies in place that ensure communication is timely and direct.
Think omnichannel for B2B marketing success
Omnichannel communication is undoubtedly the megatrend of B2B customer experience. Consequently, it is the crux of B2B marketing success. You must focus on presenting a consistent, personalized customer experience for your clients across all marketing channels to make their experience is seamless. Furthermore, you must think of this experience as a vital extension of your brand and marketing strategies.
Take action for B2B marketing success
By incorporating these actions into your corporate culture and your customer experience, you will transform the way you connect with customers on your way to B2B marketing success. And because these actions will carry throughout your program, they will strengthen your ability to build profitable relationships with prospects.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.