The B2B market has evolved tremendously, and businesses need to adapt to the changing needs of customers to create a positive brand image and loyal customer base. Moreover, B2B purchase cycles have become more complex and long. It becomes essential for marketers to engage them throughout their purchase journey to enhance the customer experience.
A recent report by Gartner titled “Sales Transformation: The Future of Sales” predicts that nearly 80% of the B2B sales interactions between vendors and users will happen in digital channels by 2025. Customers today have multiple channels that they can leverage to interact with the brand. B2B marketers have to identify all the preferred channels of their target audience to improve customer engagement. CMOs of B2B enterprises need to ensure that they have the best strategies embraced in their presales operations to improve customer engagement.
Following are a few strategies that B2B marketing teams can consider to improve customer engagement:
Hyper-Personalize all the Marketing Campaigns
According to a recent report by Salesforce titled” State of the Connected Customer report,” approximately 68% of customers expect businesses to understand their unique needs. The report also highlights irrespective of the huge customer demand, only 34% of the enterprises consider clients as having unique identities. B2B decision-makers are not looking for a product or service to add to their expenses. They are exploring the market to improve their business operations and resolve their operational challenges. Hence it is crucial for businesses to offer relevant and customized solutions catering to their demands to increase the conversion rate. Businesses that embrace hyper-personalization in 2023 will be able to improve their customer engagement.
CMOs should consider integrating omnichannel customer interaction platforms that have Artificial Intelligence (AI) and automation and tools.
It is one of the most efficient ways to evaluate customer data in real-time to have relevant, highly contextualized product and service-based conversations.
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Develop channel-specific content
One other essential factor in improving customer engagement is delivering channel-specific content. CMOs need to evaluate their customer journeys to identify the most preferred customer channels and the type of content that the target audience interacts with. Video-based marketing helps businesses to increase their reach in the total addressable market. There is a surge in the adoption of video-based content in the user base, which B2B enterprises can make the most out of.
Collect customer feedback
B2B enterprises that want to improve their customer engagement strategies need to gather client feedback to determine the success of content. Moreover, implementing customer feedback in the presales operations and developing content based on it will help that will increase the conversion rate. CMOs need to gather relevant customer feedback and embrace them in their content creation, development, and delivery process to improve customer engagement. Businesses need to implement integrated presales, sales, and aftersales CRM systems to gather invaluable customer information and evaluate it to understand their preferences.
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Embed call to action CTA’s on landing pages
Enterprises need to make purchasing decisions based on extensive research and development. Hence it is crucial to have call-to-action buttons that engage the users. Businesses that embed the best call-to-action buttons will have a higher engagement rate. CMOs should consider embracing innovative strategies to lure customers and prompt them to complete the CTAs as expected. Moreover, providing vouchers or gifts after completing the call to action is the best way to increase customer engagement.
Customer engagement plays an important role in the B2B purchase lifecycle and sales conversion rates. CMOs that have the best customer engagement tools and strategies implemented will interact with customers throughout all their preferred channels.
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