Suppose you're a B2B company targeting business owners, leaders, and managers. Along the way, you forget they're just human beings, so you deliver content that's somewhat cold, technical, and complicated. Basically, you end up doing the exact opposite of what you'd do in the B2C industry.
Why won't this work?
The prospects you're targeting are people. When they go home at the end of the day, they're using Amazon, Google, and social media to find products and services. So they're accustomed to the B2C customer experience. At least 80 percent of companies now expect the same buying experience as B2C customers.
B2B marketers continue to ignore this fact (to their own detriment). As of 2015, only 3 percent of B2B companies placed customer experience as a priority.
Things are quickly changing, though. Fourteen percent of B2B firms have embedded CX into their company culture today.
What can you do to compete? Here are some suggestions.
Adopt Customer Identity and Access Management
Consumers today want to be in control of their interactions with brands. So why not play into this with features like customer registration, consent management, and preferences?
The idea is to make it so your customers have a personalized experience. The information you gather from their activities can be used to learn their behaviors and even anticipate future actions and desires.
Train Your Teams to Be Customer-Centric
Your customer support teams are on the frontlines of delivering the rich experience your customers are seeking. So they need to be trained and prepared to serve your prospects after they become customers. Stats show that every dollar you invest in improving customer experience yields a $3 return on investment.
Why not start with investing in your customer support staff?
Create Personalized Customer Experiences
You use email to drive prospects through the sales funnel to the final purchase, but should it end here? Not at all.
In fact, you should work to create a comprehensive customer experience that's personalized. You can do this by collecting and managing the data you collect from customers. You'll need a CRM and a tool like SmartSuite so you can both store and clean your data. In other words, your customer data will always remain up-to-date and relevant.
This is essential because data degrades by over 3 percent each month (according to Gartner).
Integrate Digital Commerce
B2B customers are also B2C customers and expect similar experiences. So, gone are the days of relying on phone calls to negotiate and reel in prospects. Instead, you should focus on offering what they actually want -- a digital experience.
Consider building a digital commerce site that allows them to see your products and services, as well as your prices. Then make it easy for them to reach out to you, using live chat.
Start Adding Customer Experience in Your B2B Marketing
As you can see, there are several ways you can improve the customer experience in your B2B marketing. By no means is this an all-inclusive list. It should give you some ideas of how you can make improvements to your CX, so your B2B clients are more likely to stick around.
If customer retention is a top priority, then so should CX be. However, it's challenging to achieve this when you're working with dirty data. Break the Cycle of Dirty Data today with SmartSuite.