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Don't neglect customer experience in B2B marketing

This was originally published on SmartInsights.

Comparing B2B and B2C marketing used to be an Apples-to-Oranges situation, but they’re becoming increasingly comparable.

True, you don’t issue RFPs (Requests for Proposal) when you buy a Blu-ray player, and yes, a CRM decision requires a lot of research. But if you take some of the benefits that are common in B2C and implement them into your B2B space, you can create a customer experience that improves relationships and increases profits.

Three B2C Experiences to offer your customers now

Here are three things B2C experiences offer that your B2B customers might be missing out on:

1. Products or service reviews

B2B service reviews often consist of heavily starched long-form case studies and videos, which can’t hold an audience’s attention for long. Reducing the length of this information and implementing a real-time reviews feature like Salesforce’s app exchange can increase engagement.

2. The Notion of Abandonment

B2C marketers often use remarketing ‘in a big way’. By remarketing in AdWords Display Network or other ad networks  to buyers who have completed a category browse or cart build, but not a purchase, B2C marketers capitalize on a well-informed buyer who simply needs an extra nudge.

B2B can also capitalize on this. If someone has been to your pricing page, immediately follow up with an offer on a relevant media site or with a remarketing promo on your own site. Create ads that allow buyers to pick up where they left off in a previous buying experience, and when someone views a resource, offer another relevant piece of content.

3. Visible Pricing

Many businesses still don’t publish basic information like solution pricing and a visible customer experience. Frankly, most buyers don’t just expect this — they demand it! Housing pricing on your site lets buyers know exactly how you engage.

Click here to read the full article.

1 Comment

  1. Hitesh Parekh on October 22, 2014 at 2:58 am

    Abandonment can still yield retention and loyalty for your brand. Great brands have contingency plans like offers and renewals for customers who are abandoning their subscription.

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