B2B organizations are embracing B2C-style personalization methods as more businesses go digital, and more business buyers anticipate consumer-style purchase experiences.
Personalization for B2B customers necessitates less personal data and more information about the customer’s job, industry and business goals. Many B2B marketers utilize account-based marketing (ABM) methods to support their customization programs since B2B personalization requires more detailed segmentation than a conventional B2C program. According to DemandGen’s “2021 State Of ABM” research, nearly half of marketers (47%) utilize ABM to ensure they are targeting the right stakeholders at organizations they want to do business with.
Customer feedback, also known as voice-of-the-customer data, is crucial for B2B personalization and ABM programs to be truly effective in creating a human-centered customer experience (CX).
Because it extends beyond site analytics and behavioural data to consider customer thoughts and feedback, human-centered CX can provide the data that B2B organizations need to meet their ABM goals.
Also Read: B2B Marketing and ABM – The Must-Have Strategies for Enterprises for 2021
Human-centered CX strategy
Businesses that take a human-centered approach can stand out and stay competitive. In B2B marketing, ABM strategies are becoming crucial: 61 percent of respondents as per the previously mentioned DemandGen survey stated they planned to spend more on ABM in the coming year. B2B companies will need to keep up with the improved customer experience that ABM and voice-of-the-customer data can deliver.
Customer feedback can also be used to bridge the gap between customer expectations for personalization and what companies actually provide.
According to the Salesforce 2020 State of the Connected Customer report , 85 percent of B2B customers expect sales reps to demonstrate that they understand their customer’s business, and nearly the same percentage (84 percent) said they are more likely to buy from companies that understand the business goals of their customers. However, 57% of B2B buyers stated sales agents don’t always understand their customer’s business.
Voice-of-the-customer data
Conducting surveys that collect Net Promoter Score and other information by text, email, or website form is one of the most popular ways to collect voice-of-the-customer data. Customers can also be polled in focus groups to learn what they think about their CX, products, and service delivery, as well as what they need or desire that they don’t have yet.
Customers and prospects can mention the brand and products on platforms like LinkedIn and Facebook, as well as blog posts and review websites, using social listening tools. This type of feedback can help companies better understand the problems of their consumers and gauge their brand reputation on social media. Customer feedback can also be collected and analyzed by the customer service and field service staff.
It’s critical to have a process in place for employees to discuss what customers tell them on a personal level. Speech analytics software can evaluate word choices, tone, and emotion in customers’ speech when they call the service center, at the departmental or organizational level, indicating customer satisfaction patterns, problem areas, and viable remedies.
Finally, each one-on-one conversation that the sales team has with customers can provide valuable insights into not only the business needs and goals of customers, but also their individual preferences in how they want to be contacted and how they prefer to make purchasing decisions, as well as other details that can aid in the development of a successful, empathetic and highly targeted ABM program.
Also Read: The Hero Ingredients Making Up a Successful ABM Strategy
Creating human-centric B2B campaigns
Marketing and sales teams can use ABM to create an ideal customer profile and utilize it to find prospects that fit that profile. Then, using voice-of-customer data, they can figure out what those potential customers do, what their goals are, and what vendors they require.
Although personalization can provide B2B buyers with the B2C experience they desire, and ABM can assist vendors in deploying personalized strategies at a scale that is appropriate for their sales objectives, listening to customers and acting on the information they share results in a human-centered experience. Businesses can start conversations and establish relationships that lead to sales and growth by including voice-of-the-customer data into the ABM.
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