Business-to-business companies today are navigating a tricky business environment. While these companies typically offer products and services to other organizations, the people making purchases on behalf of their organizations are no longer simply seeking solutions; instead, they are after personalized, client-centric experiences that speak to them on an individual level.
Rather than relying on outdated methods, companies can embrace sales and marketing strategies to ensure they are able to effectively attract, engage and retain B2B clients. Below, 19 Forbes Business Council members share tactics B2B companies can leverage to adapt their sales and marketing strategies to give their clients a more consumer-like experience. Read on to learn more about why clients are increasingly expecting this more and how companies can effectively meet expectations.
1. Adopt A Customer-Centric Approach
B2B firms are adopting consumer-centric approaches to meet evolving client expectations. This includes AI-driven personalized digital journeys, seamless omni-channel experiences across devices, user-friendly interfaces mirroring B2C apps and value-focused content marketing. These strategies enable companies to enhance engagement, build loyalty and gain a competitive edge in the digital marketplace. – Dr Chibuzor Uwadi, Eat Well & See Well Ltd
2. Map The Current Customer Journey
As expectations and standards rise, B2B buyers increasingly seek consumer-level experiences. Map the customer journey to find opportunities to enhance satisfaction at each touchpoint. Identifying pain points and delivering tailored solutions creates a more consumer-like experience. For instance, mapping a software buyer’s journey may uncover implementation challenges, enabling better support. – Sabeer Nelliparamban, Tyler Petroleum Inc.
3. Seek Customer Feedback
In a world of consumer experiences, it is important for B2B companies to not just think about their immediate customer but also the end consumer of their product and services. This means engaging with customers to understand and get feedback on their end consumer experiences, as well as to continuously make improvements for both themselves and their customers. – Harrison Muiru, Smart Applications International Limited
4. Focus On Addressing Specific Customer Pain Points
B2B companies can adapt by customizing their sales and marketing strategies to address specific client pain points, offering personalized solutions. Clients expect this consumer-like experience because it makes them feel understood and valued, leading to stronger relationships and better outcomes. – Jon Osterburg, Jitasa
5. Align Efforts Around The Same KPIs
In a data-driven era where consumers are expecting personalized experiences, sales and marketing need to be aligned around the same KPIs. This means not bombarding potential consumers with information and sales pitches when they aren’t ready to buy. Instead, it’s about becoming the go-to for prospects and aligning content and overall communication to their needs. – Noa Eshed, Bold Digital Architects
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6. Adopt Storytelling In Marketing
I believe B2B companies can win by adopting storytelling in their marketing. Clients want to connect on an emotional level, even in professional settings. Sharing case studies that highlight real-world impact, using compelling narratives and focusing on the human side of the business helps build trust and makes your brand more relatable. It’s about turning data into a story that resonates. – Sabrina Graf, Heartbeat Consulting
7. Conduct Thorough Research Before Meeting
Gone are the days of calling other businesses to get a business catalog and price sheet. Businesses must do comprehensive research before setting up a meeting. Your website should provide enough information about your business to your target customers so that decision making over a phone call is a no-brainer. – Hitesh Dev, Devout Corporation
8. Personalize The Customer Journey
Implement end-to-end personalization for the B2B journey. AI-driven analytics now enables B2B companies to offer granular customization in their sales and marketing approaches that were previously reserved for B2C interactions. This expectation grows as B2B decision makers, who are consumers themselves, apply their personal digital experiences to professional exchanges. – Orinola Gbadebo-Smith, Hugo
9. Invest In Digital Tools
B2B companies can use personalized digital tools, like user-friendly apps or websites, to make buying easier for their business clients. This provides a smoother, more consumer-like experience. Clients expect this because they’re used to convenient online shopping in their personal lives and want similar ease when buying for work. – Vikrant Shaurya, Authors On Mission
10. Leverage Artificial Intelligence For Personalization
B2B companies can enhance sales and marketing by using AI-driven insights for personalized experiences. AI can tailor interactions to individual client needs, akin to consumer shopping journeys. Personalization streamlines procurement and boosts decision-making processes for B2B clients. Amid information overload, personalized interactions build trust between businesses and clients. – Michael Shribman, APS Global Partners Inc.
11. Use Data To Enhance Client Communications
B2B companies can enhance personalization by using data-driven insights to tailor communications and offers, which is similar to B2C practices. Clients increasingly expect seamless, personalized interactions because they experience this as consumers. This approach builds stronger relationships, meets client needs more precisely and drives higher engagement and satisfaction. – Andrei Neacsu, HyperSense Software Inc.
12. Incorporate Bespoke Outreach
B2B companies can enchant clients by weaving personalized, data-driven outreach into their strategies. By crafting bespoke interactions from rich customer insights, these companies can evoke the tailored allure of B2C experiences. In this digital era where bespoke touches are the norm, such refinement not only delights but also deepens connections and fosters enduring loyalty. – Sahit Muja, Albanian Minerals
13. Tailor Digital Interactions With Data Analytics
B2B companies should personalize digital interactions using data analytics to mirror B2C experiences. Clients expect this because they value the convenience and tailored experiences they get as consumers. – Henry Chen, Sapien
14. Build Social Proof
Build social proof through reviews, testimonials, case studies and user-generated content. This builds trust and credibility by showcasing real-life use cases and benefits that buyers can easily recognize as relevant to their own business. In addition to attracting new clients, social proof is a powerful retention strategy, as it encourages a sense of belonging, creates community and fosters loyalty. – Scott Paddock, Wondr Health
15. Align Business Efforts Around Helping Customers
If your intent is to help customers, align all efforts around that goal. Simply put, bring intentionality to your sales and marketing strategies. In a world where data is abundant, customers don’t want more of the same; they want someone who is genuinely invested in their success. – Harsh Singh, Big Apple Admissions
16. Acknowledge The Importance Of Personal Drivers In Purchasing Habits
Recognize that personal drivers play a major role in B2B purchasing. Studies have validated that personal outcomes play as big of a role as professional drivers in B2B purchase decisions. B2B companies should consider factors such as personal risk mitigation, opportunities for advancement and recognition when crafting messaging, proposals and other sales and marketing strategies. – Mark Emond, Demand Spring
17. Offer Detailed Product Information To Potential Customers
The ways people are buying technology is changing, and buyers need to be able to self-educate and compare prices before they raise their hand for a demo. That’s why we have product tours, customer testimonials and pricing transparently listed on our website. Some may say their product is too complex to do this, but we even do this for an enterprise-grade CRM and AI platform. – Tyler Christiansen, Funnel
18. Enhance Purchasing Processes
Buyers are increasingly expecting seamless purchasing processes because of the standards set by B2C brands. As consumers, they are accustomed to fast, efficient and hassle-free shopping experiences, which are often facilitated by advanced technology and easy-to-use online systems. This heightened expectation translates into their B2B interactions where they seek similar convenience and efficiency. – Daniel Farrar, Assembly Software
19. Showcase Your Humanity To Gain Trust
In an age where social media personalization is key, at the end of the day, people buy from people they like, know and trust. You and your company should aim to become one of those liked, known and trusted influences. Even though they are operating on behalf of a business, you’re still speaking to another human. Show them who you are as a person and what you represent, as this will help you become memorable and relatable and stand out in a crowded market. – Lissele Pratt, Capitalixe
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