Merge B2B Values with B2C Attitude and Delivery
Many buyers are holding sales reps at bay until they’re much further along the path to buy. Rightly, this is a major frustration for B2B businesses.
The key is to focus on the experience your customers and prospects have of your business. Remember, all prospects are people and consumers too, and as open to the effect of fashion and trends that impact all of us.
The proliferation of digital devices has meant the world is in hurry, information abounds. Peer and friends’ opinions and experiences are on tap and shared in an instance.
People are spoiled by the consumer experiences they have with leading brands like Amazon and iTunes, so people don’t make allowances for shoddy B2B experiences anymore. Consumer companies have raised the bar high, and B2B marketers need to respond.
There are six established characteristics of how modern B2B buyers now act:
1.View the marketing experience as if it were part of the customer experience
2.They expect to receive tangible value at every step.
3.Research purchases and alternatives diligently before contacting sellers
4.Failings in the “interaction experience” are a sign warning of future dissatisfaction.
5.They expect sellers to be conversant across all social channels – how do you do it?
6.They will share their product and service experiences across those social channels.
So, the marketing journey is just as important as the purchase. Well, that appears to be a clear indication that B2B buyers are seeking to move from transactional, to the more engaging relationship selling model, are you ready for that change?
Redefine the customer experience
Buyers aren’t usually marketers…they don’t think in marketing terms. Marketers can obsess over collateral or campaign formats when what the customer is in fact looking for, in its purest form, is information.
The customer needs it to be the right information at the right time – simple to use – they don’t care how it comes, Twitter, email or phone – they just want to engage with what interests them.
You therefore need to ensure everyone who interacts with customers knows the message, proposition, and what content is being shared with prospects for a smooth all round experience.
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