Today’s B2B buyers have more control over their Customer Experience (CX), than ever before. B2B clients are keen to see the exact tech-savvy and tailored solutions in their professional work that they have seen in their personal lives from B2C enterprises.
B2B companies have taken notice of the shift in client expectations. B2B organizations that have a robust omnichannel strategy are more likely to increase sales and retention. In fact, firms that thrive at providing omnichannel customer experiences retain 89% of their customers.
To state that the global pandemic has changed people’s lives is an understatement. The B2B market has also been significantly disrupted. B2B purchasers’ views and actions have shifted, which is one of the most significant transformations firms have witnessed. When face-to-face meetings became obsolete, digital communication became critical, and organizations that had already adopted digital tools and platforms had the edge over their competitors. Of course, video conferencing grew in popularity, but the pandemic also had an impact on how marketers approached potential customers.
Here are a few advantages to embracing B2B omnichannel marketing to enhance the customer experience and keep the company competitive.
Provide a more convenient purchasing experience
The B2B buying process is generally complex, involving a variety of elements and decision-makers. For example, according to “The B2B Buying Journey” by Gartner, 77% of B2B purchasers judged their most recent purchase to be highly complicated or tricky. Customers demand a simpler and faster purchasing process. Omnichannel marketing for B2B is a natural fit. Offering consistent messaging across all platforms can assist customers in finding the greatest offers and products in a timely and convenient manner.
Integrating customization into the omnichannel strategy is another method to make buying easier. Businesses can improve their techniques with B2B omnichannel marketing by exploiting customer data to enhance the experience and personalize every touch, resulting in a seamless buying experience.
B2B loyalty issues can be a source of growth
When it comes to client retention, data suggests that since the pandemic began, customers are shifting brands or merchants at a higher rate. B2B sellers must clearly concentrate more than ever on what their consumers want, but changing loyalties can also be seen as a possible growth opportunity. Now is a great moment to reach out to potential consumers who may have previously worked with competitors but are currently seeking a new solution. Intent monitoring, a data technology that helps marketers to discover who is digitally searching for their solutions, is one way to identify those buyers.
Intent monitoring finds digital signals indicating a prospect is potentially in-market, from search engine queries to recurrent website visits and content downloads. These signals are often generated weekly or monthly, and they can provide valuable insights that, when combined with high-quality contact data, enable marketers to target possible firms that have expressed an interest in their solutions. In addition, by tracking IP addresses linked to the same organization, intent data can be utilized to recognize members of a buying group.
Boost customer loyalty
Customers want to research a product online before purchasing it, be able to contact a customer care agent immediately in the event of a problem, and receive the information they require fast and with consistent message and service. By providing a customer-centric approach and addressing these objectives, B2B omnichannel marketing improves loyalty and creates return customers.
Since customers have so many brands to choose from, it’s critical to make sure the business stands out in order to increase client loyalty and keep them coming back. Customers can readily identify and recognize the company by delivering consistent messaging across channels, which motivates them to continue to buy from and, even better, advocate the brand.