Six Elements Essential to Improving your B2B Customer Experience

Six Elements Essential to Improving your B2B Customer Experience

Consumer experience is increasingly garnering more attention and organizations are making huge changes to make it better. The focus is yet more on B2C markets; however, it is slowly expanding to B2B firms too. This article talks about the need for improving B2B customer experience and how to do it.

Why B2B Customer Experience Matters?

A simple answer would be that satisfaction does not guarantee loyalty. Customers might be satisfied with what you have to offer but they can still be lured by your competitors with a better customer value proposition. Therefore, winning their loyalty is important and it comes with good customer experience.

Customers now expect more than ever and the brands are now focusing more on making their experience a memorable one. They do so by involving their customers at an emotional level and invoking feelings of pride and accomplishment. A positive customer experience pushes the customers down the sales funnel and gives a boost to your business.

Nevertheless, many companies fail to make the experience worth it for their customers. Bad customer experience leads to brand switching and word of mouth can further give your business a setback.

  1. Committing to Customer Satisfaction

You have to start with commitment. You, as an organization, will have to commit to customer satisfaction – whatever it may take. This will require all your employees to be on the same page and work towards a common goal. And this should not be followed out of compulsion but passion. It ultimately reflects in your efforts and the customers can see it. These extra efforts do not require any extra implementation cost. Once you are committed to delivering the best to your customers, it becomes inevitable to retain them in the long term.

 

  1. Understanding Customer Needs

The next important element that can drastically change how customers feel about you is how clearly you understand their needs. Knowing what customers need and delivering it is vital to how a customer feels about you. This is not easy because customers tend to be quite demanding. However, they mostly revolve around quality and value for money. Therefore, you need to put in place a system that ensures these two demands.

 

  1. Hassle-Free Customer Experience

Nothing is more off-putting than having to go through hassles before finally buying your products or services. Therefore, even if you have the best product, you need to focus significantly on making it reach customers without any difficulties. Seamlessness is vital and you cannot compromise on it. Right from when customers start engaging with you till the sales and even after that, the experience must be simple, convenient, and hassle-free.

 

  1. Timely Response and Delivery

You may also want to make sure that you respond to your customers in time and deliver the services within a time frame as expected by them. Timely response, delivery, and fast problem solving are standard in the business world. For a company to compete in the modern business landscape, it is crucial to make sure that customers’ queries are answered on time and deliveries take place as expected.

 

  1. Proactive Approach

Being proactive is what makes businesses stand out. Being proactive in business and especially in customer experience improvement means knowing the problems before the customers face them. Proactive companies, by judging what could go wrong and what customers might need before they actually need it, make the business-customer relationship strong. It does not require any new products or services, rather making the existing one more desirable.

 

  1. Evolving of Customer Experience

The business world is developing at an unimaginable pace. Customers can be easily wooed by better offers from your competitors. Therefore, in such a scenario it is important to keep improving the customer experience. If you already provide excellent customer experience, you cannot sit back and relax. You need to acknowledge that the evolution of customer experience is a never-ending process.

All of it comes down to the fact the business-to-business customers are looking for solutions and those who meet the requirements better, flourish the most. Quality of your customer experience is as crucial as the quality of your products or services.

Your Guide to B2B Marketing Success

Your Guide to B2B Marketing Success

Digital revolution has turned the business landscape into something totally different. B2B marketing no longer works the way it used to. Before the dawn of the internet, B2B lead generation was primarily about developing in-person relationships with the right people in the business. The relationships are still crucial but the change in means of communication has given the B2B companies an opportunity to market and sell to anyone across the planet.

The opportunity is equal for businesses of all sizes. To make B2B marketing successful in the current business environment, you need to measure your marketing strategies and do what the current scenario demands. This article sheds light on different strategies that can help your business grow.

  1. A Top-Notch Website

Your website is your most important tool when it comes to B2B lead generation and marketing. Every business knows that they need a website but they don’t understand how important it is. And, you don’t just need a simple website but one that showcases your business the best. Website makes the first impression on your customers. Your website should be very interactive and easy to navigate through.

 

  1. Social Media Presence

B2B lead generation depends critically on social media these days. Almost all your customers are on some social media platform and access it multiple times a day, which makes it an important marketing channel. Social media presence increases your brand visibility and brings you closer to your customers. This makes them trust your business. It is suggested that you consistently share high-value content through your social media accounts.

 

  1. SEO

Search Engine Optimization (SEO) of your website and social media content is critical to make you stand out in web searches. Businesses that show up on the first page of Google search are likely to get more customers. Your rank in searches depends on the type and quality of content on the internet. Therefore, when developing content, the focus should also be on optimizing it for ranking higher.

 

  1. Content Quality is Crucial

Content rules the internet. The quality of your content should be high and you must use dynamic content. This includes blogs, videos, infographics, and more. It plays an important role in educating the customer. Therefore, if they find your content reliable and useful, they are more likely to engage with your business. Content puts you in the position of authority.

 

  1. Right Placement of the Content

You might have the best content in the industry but if you don’t know where to place it, it is of no use. You can take help of paid advertisements to increase the reach of your content. Alternatively, you can use content syndication and reuse your old content from time to time. Cover as many channels as you can and make sure you target your prospects. Social media offers various tools which you can use to promote your posts by selecting the demographics of your target audience. You can partner with other businesses to share each other’s content.

 

  1. Increased Engagement with Customers

Right marketing strategy is focused on increasing customer engagement. B2B lead generation is only successful if you are consistently in touch with your customers and interact with them at regular intervals. The aim here is to get to new brand advocates and long-term clients.

 

  1. Like, Follow, and Subscribe

Lastly, you should be able to garner commitment from your prospects. You don’t want customers that show up but leave shortly after. You want people that are ready to have long term relationship. For this purpose, make efforts to drive your online audience to like, follow, and subscribe to your content.

Competing in the modern world can be difficult without a proper strategy in place. Without B2B marketing, it is nearly impossible to make your business a success. Your business needs to be visible and credible. Reaching the right people at the right time is key to success. If you need any help with B2B marketing, write to us now. We have helped hundreds of companies hit bull’s eye.

Influencer Marketing to Boost Demand Generation

Influencer Marketing to Boost Demand Generation

Conventional marketing methods are becoming obsolete day by day. Since the advent of the internet, no one marketing method lasts for long. This is because the internet has opened the door to infinite possibilities. Another reason why you need to upgrade your marketing techniques is that consumers are no longer naïve buyers. They research brand and products before they buy and make informed decisions.

Therefore, now is the time for businesses to align their marketing strategies to gain the trust of their consumers and prospects. One such strategy that a demand generation company can use to attract leads is influencer marketing. It is a form of marketing that uses influential people on social media to promote brands or products. Here are a few tips that can help you make the most of influencer marketing.

  1. Micro-influencers can be the game changers.

Someone with a large following is definitely the right choice but you must not underestimate the effect of micro-influencers. Micro-influencers that align with your brand can have better engagement rates than influencers with larger following that are not relevant. They should definitely be perceived as authentic and better tools for demand generation. A study has suggested that nearly 82% of the consumers take action after recommendation by a micro-influencer. This is because they have more loyal followers and therefore, have better interaction.

 

  1. Go for the relevant influencers only.

It is always very important to see whether the influencer you are reaching out to is relevant to your business. The output is maximum only if the influencer is in line with your core values. For example, if an influencer who promotes home-made products suddenly starts promoting some branded product, this might backfire. However, if they promote certain ingredient they use in their home-made products, that might be a successful campaign. Therefore, choose wisely. The results are best when they are already loyal supporters of your brand because that helps their followers to see your brand as credible.

 

  1. Instagram influencers can make a huge difference.

Instagram has the highest number of online influencers and influencer marketing on this medium alone is worth $1 billion. At present, Instagram dominates the world of social media with 1 billion active users per month. This number is only increasing. Being a visual medium, it grabs the attention immediately and attracts the prospects. Influencer marketing on Instagram is popular demand generation strategy used by every leading demand generation company. Everything sells through Instagram, you should just know how.

 

  1. Free samples and reviews increase your credibility.

One important strategy used by some leading brands is providing the influencers with free samples and asking for their reviews. Sometimes, they also give a discount code or a link to get these products at lesser prices. You can generate a unique code for your particular influencer that can act as an incentive to their followers. This benefits your influencers, customers, and your business alike. Also, this can work towards building a long-term relationship with your influencer.

 

  1. Creative freedom is important.

A successful influencer marketing campaign needs time and effort. Therefore, while you collaborate with multiple influencers at one time, you must allow them freedom of creativity. Let them use their way to influence their followers since they understand them the best. You must not push content created by you through them. Give them access to your best content and then let them decide how they want to use it.

Influencer marketing can be incredibly successful in demand generation if you implement it properly. It is an organic way to reach your audience and win them over. The secret is to find influencers that are relevant to your line of business. It is a mutually beneficial strategy that will bring results beyond your expectations.

If you have already found your influencers, you need to keep them motivated to stay with you and it all depends on the type of relationship you have. A successful demand generation company is one that develops meaningful relationships with their influencers and customers. If you need help with influencer marketing, get in touch with us now.

B2B Lead Generation Tips for 2019

B2B Lead Generation Tips for 2019

B2B lead generation is a hot topic in the business world. The modern businesses are expanding their efforts and deploying new strategies to make the most of it. No one strategy is the best as the results differ from one organization to the other. It is for the organizations to experiment and find out what works the best for them. However, there are a few tactics that you can use to improve the outcome of the strategies you have been using. Here are a few tips for you to take note of, in order to take your business to a new level in 2019.

  1. Add or update CTAs

Call-to-action (CTAs) are very useful in content optimization. Adding or updating the existing CTA can increase your reach. Ideally, your CTAs should ask the consumers to sign up, share, or follow. Here are some tips to make the most of your CTAs:

  • Pin the CTA to the screen so that it moves as you scroll.
  • The decision-making should be limited and it should ask the prospect to act immediately.
  • Use catchy but short text on the button that describes the action it would lead to like ‘submit’, ‘download the whitepaper’, etc.
  • Lastly, visual clues pointing towards the CTAs can help in directing the viewers’ attention.

 

  1. SlideShare can help

SlideShare hosting service has been around for a while now and businesses, as well as individuals, use it to upload presentations that need to be shared online. It has been found that over two-thirds of the traffic on SlideShare comes from targeted searches on search engines. Here are a few tips to score leads from SlideShare.

  • Keep the headline bold and insert relevant visuals.
  • Prefer the content to be search engine optimized.
  • Lesser words, more pictures.
  • No more than one idea on one slide. Use charts and diagrams to elaborate.

 

  1. Make the best of exit-intent pop-ups

Instead of an immediate pop-up when a person visits your website, place it very strategically and preferably, at the exit. This keeps the visitors warm and doesn’t make them panic. Also, here are a few things to consider:

  • Let them choose between a ‘yes’ and a ‘no’.
  • Prefer the simple CTAs with minimal visuals or text.
  • Responsive designs drive more actions.
  • Measure your results.

 

  1. Premium content should be gated

The content like infographics, whitepapers, and eBooks should be gated. This means that people should give contact details in order to get access to this content. A few tips with making the most of your gate content:

  • Deploy intelligent form and do not give too many repeat fill-out requests.
  • Prefer an SEO optimized landing page.
  • Once a visitor gets through after registering and downloading, display a ‘Thank you’ message.

 

  1. Improve the quality of your content

Existing content needs to be given a new life by upgrading it to the best version and making it search optimized. Further, bundle the content for different channels. Here’s what you can do:

  • Make use of a good blog post to start a conversation in LinkedIn groups.
  • Make good articles into an eBook that is available on your landing page.
  • Use social media statistics to expand your audience.

 

  1. A personalized direct email campaign can go a long way

Nothing hits customers more than a personalized email. Use it to get in touch with your new and existing customers. Also, you may want to reach out to someone who has worked with you in the past. A few tips that will make this effort better:

  • Differentiate customers on the basis of their buying patterns and the time lapsed.
  • Create target lists with messages customized just for them.
  • Provide an incentive if they contact you back.
  • Customer service should deal with them as if your company already knows them well.

While there is no end to tactics and techniques to improve your lead generation, the above tips will definitely help you to improve the outcome of whatever method you are using. For any help with this, get in touch with us.

Going Beyond BANT: What More to Know when Qualifying Prospects?

Going Beyond BANT: What More to Know when Qualifying Prospects?

Conceived by IBM to qualify prospects, BANT stands for Budget, Authority, Needs, and Time. It is a sales qualification framework that aims to identify and pursue the prospects that are most likely to convert. It is widely known terminology in the business world. If a prospect meets at least three of the four BANT items, they are considered to have qualified. Here is what BANT means:

Budget- Is the prospect having enough budget to buy from you?

Authority- Is the prospect the decision-maker or an influencer?

Need- What is the need of the prospect’s business?

Time- How much time will the prospect take to implement the solution?

While the concept was very relevant and effective some time back, the modern business landscape does not approve of it. In simple words, there is a need to go beyond BANT to qualify sales prospects. Here are a few steps that need to be taken when qualifying a lead.

  1. Find out your prospects’ Goals, Plans, Challenges, and Timeline.

Begin by figuring out the goals, plans, challenges, and timeline of your prospects’ buying journey. Goals here, are the ones that your prospect wants to fulfill. If they don’t have any, this is your opportunity to advise them and help them figure out their goals. Only make sure you focus on realistic goals with deadlines.

Next step is to know the plans that they will implement to meet their goals. This will include asking them a number of questions about their plans in the previous year, their outcomes, availability of resources, and any changes they wish to make to new plans.

Further, it is important to note the challenges of your prospects and how they can be dealt with. Finally, timing is crucial to the whole process. When do your prospects look forward to meeting their goals? What is their priority? Is the timeline realistic?

 

  1. Who is the authority and do they have the required budget?

As outlined by the BANT framework, budget and authority play a vital role. It is important to know the budget of your prospect and determine whether or not they are capable of buying from you. You might have to remind them of their ROI and ask them to revise the expenditure sources.

Further, it is important to see whether the person you are interacting with is an influencer or a decision-maker. Once you know that, you can figure out how much effort you need. When there is a decision-maker at the other end, you will multiply your efforts to sell. Ask them about all goal, plans, challenges, time, and budget questions even if you have discussed those with the influencers.

 

  1. Look for positive implications and negative consequences.

Next, you need to look for any negative results that may come from your prospect not hitting their goal. Also, know the positive implications if they do reach their goal. And if your product is capable of helping them reach the goal or decreasing the risk of not achieving them, know how that will happen. If the product you have is good enough to help them achieve their goals or mitigate any risks on the way, you have a very good proposition. Therefore, to take this further you should know if the goals affect your prospects personally and what are the exact consequences of not hitting it.

The modern prospects are well-learned and therefore, are informed about you, your products and services. They know who your competitors are and they know them well too. To stand out, BANT only is not enough anymore. Following the above-listed steps is crucial to qualify a sales prospect. It is more complex than the famous frameworks but we assure you that it is worth all the effort. Our expert team is always ready to assist you. If you need more details on the sales-qualifying framework discussed here, you can get in touch with us.