In the B2B world, most tech buyers don’t want to dedicate a lot of time to purchasing decisions. Often, it’s just a necessary part of their job to help businesses run more efficiently and enable employees to work more productively with the latest technology.
This is fantastic for B2B marketers, because tech buyers often want to be brand loyal. It’s much easier to buy technology from a brand you trust.
So, if you provide a reliable product at a fair price and prove to be a genuine partner, you can drive more brand loyalty and greatly impact the bottom line. Easy enough, right? Well, not so much. There are several other factors that drive (and destroy) B2B brand loyalty.
http://www.chiefmarketer.com/build-destroy-b2b-brand-loyalty/
We often talk about B2B customers as if they are totally different from their B2C counterparts, but that simply isn’t the case. Yes, business purchases are usually made with more research and discussion, and they’re higher budget — but they’re still made by people. Those people go home every day and morph into regular consumers, which means their expectations for B2B customer experience are based heavily on their B2C activities.
https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/15/b2b-businesses-need-a-customer-experience-overhaul/#4de11bec2993/
When talking about customer experience, there’s almost an underlying assumption that the focus is on customers in the B2C space. But B2C is just one side of the coin. There’s the B2B angle to it as well, where delivering a great experience is equally crucial to be successful in the long run.
According to Accenture, approximately 80% of executives in B2B companies believe that offering an outstanding customer experience is directly connected to generating better business results and ensuring the company has a competitive advantage. Despite this realization, fewer than 25% of these companies excel at offering great CX. The rest still have a more product or channel-centric approach, with everyone in the organization focused on the product and where and how it’s marketed.
https://customerthink.com/the-future-of-customer-experience-in-b2b/
Various studies of B2B customers show that more than 50% are not satisfied with the way in which brands market to them once they became paying customers. Similarly, more than 40% of marketers are not satisfied with the results of their customer marketing efforts, yet 90% of them believe that customer marketing is an important investment. And in an era where customer loyalty is weakening, it is clear that the need to create high value customer marketing investments has never been more pressing.
http://customerthink.com/the-power-of-curated-customer-experiences/
In a newly published study, nearly two-thirds of buyers told Merkle that they are challenged by vendors and sales reps that are more interested in selling their products and services than listening to buyers needs.
While this feedback from prospective customers speaks specifically to their buying process, it does provide a glimpse into the lack of insights that many brands have about their customers, their needs and what experience they desire.
https://customerthink.com/experiencing-customers-to-deliver-customer-experience/
Much of the conversation was focused on digital how-to’s, discussions on the direction that online marketing will be moving in the coming years and the ever present suspicion that computers will steal all of our jobs.
https://mopinion.com/digital-development-on-the-rise-for-b2b-companies/
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