TLDR:
The majority of buyers expect personalized offers. Refine communications to be personalized with an emotional appeal. At the same time, marketers need to balance that with what they want to achieve for the customer and themselves. There are a few ways to make finding that balance easier: Personalize support efforts, get feedback by predicting the behavioral traits of customers, automate based on engagement numbers, make sure the proper CTA is used on landing pages, and use customer loyalty programs to win the day
According to Convince and Convert, 65% of B2B buyers won’t give another thought of going to a different vendor if the communications they’re receiving aren’t personalized. And three-quarters of such buyers have come to expect such personalization. This means that marketers need to focus on the customer, which also means that providing a quality customer experience is gaining popularity in the marketing landscape.
But creating that experience isn’t easy. As opposed to appealing to the emotions of a single person, as seen in the B2C space, in B2B, marketers need to get at the emotions of the buying committee. All of this is done while keeping in mind the logistics of resources and time-saved.
But there are techniques that can make this process easier.
Personalizing Support Efforts
One way to do this is by offering a live chat function. It allows marketers to connect with their customers at whichever touchpoint they’re on in their customer journey. The ROI numbers for live chat implementation are very encouraging—up to 305%. Co-browsing tech—the ability to share screens—also acts as a tool aiding personalized support.
Getting Feedback by Predicting the Behavioral Traits of Customers
Essentially, predictive analytics allows marketers to have more meaningful conversations with their customers. Marketers can also collect information from their websites to better automate and improve customer experience.
Automating Based on Engagement Numbers
The customer relationship doesn’t end when they sign with a company. Tracking engagement numbers allows marketers to understand the motivations of their customers. And there are a few ABM platforms out there that do a great job at putting together a dashboard to provide a unified account-view.
Making Sure the Proper CTA is Used on Landing Pages
B2B buyers aren’t convinced to carry out the promise of copywriting—to take a specific action—by simple CTAs. If CTAs offer value to companies, they stand a better chance of success.
Building Customer Loyalty Programs to Win the Day
Build value-based loyalty programs by analyzing the buying behaviors of customers. There are many ways to do this ranging from offering incentives for referrals to one-of-a-kind previews.
Customer service is a growing trend in B2B.
Original article from Engagio on 3 July 2019.
