While marketing based on customer emotion can sometimes be tricky to implement, however, if taken the right steps can help them to significantly enhance their buyer journey.
B2B buyers’ habits have dramatically changed over the past couple of years. With that said, it has become a constant battle for B2B marketers to create campaigns and tools that are more likely to resonate with their target audience. Moreover, the usage of websites and online resources to stay informed about the products has minimized human interaction. Meaning, the rare human-to-human contact has become a critical aspect of a buyer’s journey. This has exacerbated the struggles that many B2B marketers are already going through.
To succeed in today’s marketing ecosystems, CMOs should understand how they can effectively leverage the power of emotions. While most brands believe that they are delivering exceptional content, 54% of brands still struggle to connect with their customers on an emotional level to drive brand engagement, as per B2B International’s “2020 Trends Report: Customer Centricity”.
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Additionally, only 22% of B2B admit that they have exceptional customer service. The brands that struggle to connect with customers on an emotional level begin are less likely to personalize the customer experience. Here are a few steps they can take to increase the conversion:
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Create Thought Leadership content
One of the best ways to start building connections with customers is to create thought leadership content. Since this content is written to appeal to the human side of their buyers, brands can easily cultivate understanding and credibility with their prospects. Brands can do this effectively by providing knowledge that helps to elevate their prospects from just being anonymous employees to trusted advisors having insights into their products and services.
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Listen to social media
Social listening helps brands to comprehend customer conversations online about relevant topics to the interests of the brand. By monitoring social media, brands can know what their prospects and customers think about the given subjects. This will enable the brand to know if these topics are positive or negative so that they can adjust their strategies accordingly before it is too late. Additionally, it will also enable the brand to know the demographics of those having these conversations to target their prospects in the correct manner.
- Embrace empathy
Understanding the pain points of the customers will help the brands open doors to struggles and opportunities. To effectively execute it, brands should incorporate and embrace empathy into their operations. This can be an effective way for the brand to connect with customers and understand what is essential to make purchasing decisions.
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Amplify value
Going forward, the B2B customer experience will rely on separating customers into more profitable customer groups. This will enable B2B brands to better serve their customer group by entrusting better value to them. It will also lead to a broad range of customers as well as an increased business value for the brand.
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Adopt a customer-centric approach
Using a customer-centric approach, brands can understand how various demographics respond differently to a particular message or approach. Most B2B brands prioritize selling products that fail to meet the customer’s needs. Focusing on quick wins of sale does not help them to meet their long-term goals. Thus, brands should take a step back, view the world from the perspective of their customers, and place the needs of the customers above the brand’s ones.
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