Marketing teams should consider having more contextual interactions with their total addressable market to create more impact and increase their conversion rate.
Organizations that are able to have contextual conversations will have higher customer engagement and targeted interactions to reduce the time to purchase. However, many organizations find it challenging to have relevant conversations at every touchpoint that helps them to achieve their organizational goals.
Here are a few strategies that CMOs can consider to have more fruitful interactions with their customers:
Also Read: How to Improve Marketing Data Management with AI and Machine Learning
Enforce a purpose-driven interaction model
Brand purpose plays a crucial role in how the brand wants to be perceived by the total addressable market. Buyers today make their final decisions depending on the environmental, social, and governance (ESG) criteria. According to a recent report by Gartner in 2021, nearly 71% of the B2C clients and 86% of B2B customers expect enterprises to be aware of their personal information during a service interaction. Hence it is crucial for the organization to democratize the customer data in the RevOps teams and provide a holistic view of the customer account in real-time to have contextual conversations based on all the previous interactions at multiple touchpoints.
Embrace change and implement it in real-time
CMOs should consider establishing a marketing operation work culture designed to enhance reputation, generate need, streamline post-sale engagement, and offer a customized buying experience. It is crucial for the marketing teams to align the brand, demand, engagement, and enablement in customer interactions to stand apart from the competition and achieve desired results.
Concentrate on aftersales interactions
Enterprises should also consider focusing on post-sale customer engagements to increase customer retention rates, improve cross-sale and up-sale opportunities and create brand advocates. CMOs should consider integrating the best tools in the MarTech stack that help to automate various interactions at touch points to increase overall customer engagement. It is crucial to have effective strategies and workflows set to develop more personalized relationships with the customers after the sale is made.
Create a contextual conversation roadmap
As the marketing team size of an organization grows; it can be a challenging task for leaders to set standardized practices to accomplish the tasks. Moreover, context is a perspective that can differ from person to person and will have a different intention at each touchpoint, which makes it difficult to enforce the same set of interaction guidelines at all touchpoints. CMOs should consider developing an effective roadmap.
Empathize with the customer’s needs and situation
One of the most crucial aspects of having contextual conversations at every touch point is personalizing because every customer will have a different pain point that they need to address to overcome the business challenge.
CMOs should consider implementing workflows and tools that help the marketing teams to gather customer data, evaluate their needs, and design contextual conversations based on it to create a positive impact in the total addressable market. Interacting with customers based on the valuable insights gathered through data will help businesses to create contextual interactions to enhance the overall customer experience. It is crucial to make the customer feel valued for their business with the organization to improve profitability.
Leveraging customer Behaviors to develop contextual Conversations
B2B buying processes are intricate, complex, and long; organizations need to have strategic interactions to deliver a top-notch customer experience. Furthermore, it can be a challenging task for the marketing teams to personalize and get an accurate analysis of their approach. Integrating the best automation in the MarTech stack with Artificial Intelligence (AI) and Machine Learning (ML) capabilities will help marketing teams to create contextual interactions based on the patterns identified.
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