In the last couple of years, much has been written and said about the importance of delivering a positive customer experience. Of course this isn't new news, so this information has some businesses owners scratching their heads and wondering when the marketing world will share its next profound insight, such as that water is wet, or that fire is hot.
In other words: customer experience has ALWAYS been important. So what’s all the fuss about? According to a study by Walker, by the year 2020 customer experience will surpass price and product as the MOST influential buying factor. So yes, customer experience has always mattered. But it has never been as vital as it is today, and as it will be in the years ahead.
With this in mind, below we highlight 4 ways that companies can enhance their B2B sales experience so that they turn more quality prospects into happy customers, and more happy customers into loyal brand ambassadors.
Improve B2B Sales Experience Tip #1: Create Buyer Personas
While all customers are valued, not all of them have the same perspectives, pain points, or even purpose. For example, a company that provides office relocation solutions may want to target office furniture dealers, facility managers and business owners. Creating buyer personas ensures that each group is engaged with content that they’ll find relevant and timely. Simply put, in the Customer Experience Age, one-size-fits-all messaging doesn’t fit anyone.
Improve B2B Sales Experience Tip #2: Map the Buyer Journey
Customers take different routes from initial engagement through to making a purchase. Some groups (buyer personas, and sub-markets within a specific buyer persona) may require multiple touch points that include both digital and live (voice, web, in-person) interaction. Other groups may be more responsive to assets like demos and free trials. Understanding the path that customer’s take helps companies make every touch point matter.
Improve B2B Sales Experience Tip #3: Use Inbound Marketing to Stay Top-of-Mind
These days, staying on a customer’s radar screen isn’t enough, because it’s overloaded with dots. Companies have to stand out and apart, so that they claim the coveted “top-of-mind” slot – and that’s where inbound marketing enters the picture.
By pushing fresh, relevant, informative and influential content to customers through various touch points (websites, customer communities, SEO, social, etc.) and different content assets (blog posts, ebooks, articles, white papers, infographics, etc.), companies can keep the relationship alive and well; which is essential considering that B2B engagements can take anywhere from several weeks, to over a year, to reach the finish line.
Improve B2B Sales Experience Tip #4: Get Expert Help
For most companies, trying to enhance the B2B sales experience with in-house resources and expertise is going to be (if it’s not already) an exercise in frustration and futility. There’s simply too much to do, and the rules keep changing due to new best practices, innovative technology tools, and of course, Google’s ever-changing algorithm.
Learn More
To learn more about enhancing your B2B sales experience – and getting the resources and expertise you need to drive revenues and profits vs. experience frustration– contact the Leap Clixx team today. Your consultation with is free.
For more Inbound Marketing best practices, download our FREE eBook "A Guide to Inbound Marketing Best Practices" now:
Topics: Inbound Marketing
