To ensure optimum customer engagement, which remains imperative for revenue growth, B2B marketing companies are looking to focus on delivering more digital experiences for customer connect.
All high-performing B2B marketing firms have one thing in common – an unrelenting focus on matching customer expectations by delivering an enriched experience. The latest report “Experiences Everywhere” by ON24 and Heinz Marketing confirms the same as its significant finding.
With digital transformation hitting firms, businesses with the best digital experiences will win the race. With the evolution of the global market, it’s even more imperative for marketers to innovate their approach while connecting and converting the target audience online. Marketers need to create and innovate digital experiences to build authentic human connections aimed at driving meaningful business impact throughout the entire customer journey.
The “Experiences Everywhere” report confirms that the marketers are embracing a holistic experience-first approach while adapting to the mindset and then building touchpoints for digital engagement at each stage of the customer lifecycle. Below points elaborate the same:
- The most successful B2B marketers invest in digital experience through acquisition and advocacy: Close to 74% say that their marketing efforts are focused on meeting customer expectations for acquisition. In comparison, 89% create focused materials that support to add value to the customer journey, and not just focus on acquisition or revenue generation.
- Digital experiences are a must for revenue growth: Almost six out of ten, i.e., 58% of the top performers describe their performance as “excellent,” and in accordance with the customer expectations.” Similarly, considering what drives engagement, more than twice as many top performers, almost 45% rate their performance in such terms.
- Sales-marketing alignment is a must for successful digital strategies: The most successful marketers demonstrate stronger alignment with their colleagues for conducting sales at a strategic level. The majority of the respondents, around 92%, say that sales and marketing should be aligned with revenue objectives and goals.
Though marketers majorly focus on revenue generation and meeting sales targets, it’s time for them to look beyond these numbers. They need to focus on delivery enriched customer experience, as that will automatically drive sales, revenue generation, customer loyalty, and brand recognition. To help marketers continue to enhance their marketing reach and make more connections in the digital world, they need to focus on digital marketing and the other ways to virtualize physical events. All B2B marketers need to remember that what actually drives organic sales and marketing is meeting and exceeding customer expectations. And the key to customer loyalty and brand recognition also remains all about delivering enriched customer experiences. So, the objective of b2B marketers needs to be more about advancing and enriching the customer journey.