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.
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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.