Although B2B marketing trends change frequently, the necessity of customer engagement is a constant in today’s fast-paced world.
As the new year begins, many firms will strive to strengthen their customer engagement strategy, for customer retention as well as for improved customer experience. According to Forrester, “The Keys To Better Post-Sale Customer Relationships In 2022”, 56% of marketing executives believe that improving customer experience is a high priority for supporting their company’s business plan over the next two years.
This year, a customer-centric approach to engaging B2B buyers will be critical to a successful strategy. The following factors must be considered by marketers when creating a winning engagement strategy for 2022.
Also Read: CMOs Need A Seat At The Board
Create a branded online customer community
Engaging with customers in a completely remote world is becoming increasingly difficult. As in-person conferences and peer-to-peer networking possibilities have declined, online communities have witnessed a rebound. By developing their own online community, marketers can provide their customers with the human connections they desire.
According to Peerboard, organizations that focus on customers and have branded online communities, are 60% more profitable than companies that don’t. 66% of branded online communities believe the community has a substantial impact on customer retention.
An online community brings together like-minded customers in a common environment to discuss issues of mutual interest. The company’s online community should be closely related to the products or services it provides to its customers.
Make the brand more human
Marketers may work with other firms, but they will ultimately be selling to consumers. As a result, marketers will need to construct a story around their brand in order to connect with decision-makers. People buy stories rather than items or services. Hence, marketers should employ storytelling to build long-term relationships with their target audiences.
Marketers should generate videos and content that show how far they will go to provide answers for their customers. They should also post some behind-the-scenes images and feature the employees on social media. Customers will find the company more approachable if it is humanized.
Nurture
Creating a successful nurture campaign will put the company in front of their customers at the right moment with the appropriate information. The consumer journey is first sketched out. This journey maps out all of the key touchpoints, bottlenecks, and issues that buyers may face.
Also Read: Adopting a Value-Based Marketing Approach to Attract and Retain B2B Buyers
For conversion and upselling, knowing the customer, where they are, and where they are heading is critical. This will also help personalize content and increase conversion rates. A simple pop-up on the site to a returning customer delivering relevant content might be an effective nurturing campaign.
Quick response
B2B audiences, like B2C audiences, want immediate responses to their inquiries. Especially when enquiring about pricing or joining up, as they may be in the process of determining which firm will best suit their needs.
Studies on how to lead quality to deteriorate with time abound on the internet. It is important to reply to a lead within five minutes of receiving it. The majority of the competitors take a day or more to complete. In this scenario, time is indeed money. Marketers should establish procedures and assign specialized employees or teams to respond to these inquiries as quickly as possible.
For more such updates follow us on Google News TalkCMO News.
