With the announcement of third-party cookie deprecation and increasingly strict regulations around privacy, B2B marketers can now only rely on first-party data. Collecting reliable first-party data to build better marketing campaigns requires B2B marketers to nurture relationships with customers.
COVID-19 accelerated the digital adoption of technology across every aspect of human society. While accelerated digitalization opened multiple doors of opportunities for B2B marketers, the opposite appears to be happening. The rise of cyber-attacks and the awareness of customers about their privacy have made it difficult for organizations to collect data such third-party. In fact, as per 2022 news from Wired, Google plans to eradicate third-party by the end of 2023. This makes first-party data more critical than ever for B2B marketers. To effectively gather first-party data and valuable insights, B2B marketers should nurture relationships while simultaneously finding opportunities to build trust.
Building and nurturing relationships with customers also help B2B marketers not lose out on potential conversions while helping the potential B2B buyers to know the business in-depth.
Also Read: Six Mistakes Every B2B Marketer Must Avoid in 2022
Here are a few steps B2B marketers can take to nurture their relationships with their prospects and customers:
Stay connected with them
One of the first steps towards strengthening trust in relationships with customers is developing open lines of communication. Hence, after acquiring a customer, B2B marketers should prioritize an onboarding nurture campaign that helps to establish those lines of communication. Furthermore, organizations should ensure a faster and more meaningful response, so customers will be encouraged to continue the cycle of transmission. This will ensure that the customers’ needs are addressed promptly.
Leverage marketing automation
A thorough understanding of their customers requires B2B marketers to pay close attention to their customers’ interests, preferences, likes, and dislikes is essential. But doing this manually in today’s complex data environment can be extremely difficult and more time-consuming.
Therefore, B2B marketers should leverage marketing automation to gather data about their customers and effectively use it. Marketing automation products can help B2B marketers understand what products or services their customers may be interested in and how they are using the products and services of the organization.
They can also use this information to upsell customers on products they should be using. By anticipating the customers’ needs, B2B marketers are better positioned to drive more robust relationships with their customers.
Also Read: Three Strategies for B2B Marketers to Capitalize on Emotions
Provide Value Every Chance You Get
B2B marketers should exhibit to their customers how they are providing value to them through content marketing. While creating customer nurturing campaigns, B2B marketers should offer free resources, promotional items, tools, and more that can help them feel valued. While this can be a little, it is still essential. B2B marketers should get creative and brainstorm ways to help them go above and beyond for their customers.
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