“It’s easier to love a brand when the brand loves you back.” — Seth Godin, author and business executive.

According to Adobe, 20% of marketers think that customer experience is the most exciting trend for 2020.  And, they are preparing to see other organizations prioritize CX, too — with 80% of organizations expecting to compete mainly on CX, according to Gartner.  So, if it isn’t already deeply rooted in your business strategy, then it’s time to design a customer-focused plan for success.  At the heart of great customer experience is a truly personalized approach.  Establish your target audience at the start, then design an all-encompassing marketing strategy to get you noticed, with high-quality customer experience woven seamlessly throughout it.  Find out what your customers want, and then build your marketing approach around it — not the other way around.  By putting your customers first, you’ll reap the rewards of measurable marketing success across the board. It’s time to get personal and step into the shoes of your B2B buyer. 

Brand awareness

Getting potential customers to engage with your brand is crucial.  With so many businesses offering similar products or services to you, the customer experience you provide is often where you will stand out from the crowd.  And, developing high-quality relationships that lead to brand loyalty can be great for your business in the long run.  According to Motista, consumers with an emotional connection to a brand have a 306% higher life-time value. And, remember, CX has to span all channels to work most effectively — according to Aberdeen Group, businesses with strong omnichannel customer engagement retain almost 80% of their customers.  When we compare this to just 33% for organization’s with poor strategies, it’s clear to see just how important customer experience is across every business touchpoint.  

Lead generation

After your brand starts to generate interest, it’s crucial for you to turn that interest into leads so your business can grow.  Generating leads is all about capturing data so your teams are able to reach out to potential clients.  And, the best way to capture leads is to the direct them to your website and do what you can to keep them engaged.  Embrace automation to ensure their experience is seamless and 24/7 — consider utilizing chatbots of automated personalization software.  Econsultancy found that 80% of business buyers expect organizations to respond and interact with them in real-time.  Ensure your website is designed with conversion in mind — if your visitors need to fill in a form or sign up so you can capture data, keep it short and simple.  If it’s through gated content like downloadable assets or webinars, ensure they are valuable for your potential clients.  After all, you want to impress your website visitors to ensure they become long-standing, valuable customers — not just acquire their data.

Increase sales

If you want to see your sales skyrocket and watch your costs decrease, then implementing a customer experience strategy is in your best interest.  According to McKinsey, brands that improve customer experience see a 10-15 % increase in revenue, and 15-20% reduction in costs.  And, it’s not just new customers that will ensure you feel the benefit of customer experience. Temkin Group found that 86% of consumers that describe CX as excellent are likely to repurchase.  Aligning your sales and marketing teams to ensure a seamless experience is key — according to Super Office, 21% of B2B marketers fear that misalignment between sales and marketing will give the customer a poor impression.  So, don’t focus on your funnel, focus on the customer, and ensure they are treated individually with a high-personalized approach from start to finish.

Personalization is at the core of customer experience — from the materials you send to your business website.  Think about your target audience.  As a B2B organization, your potential customers are busy decision-makers looking for useful solutions and accessible information.  Design your website and digital marketing strategy with this in mind.  Divide your audience into industries and create content that meets each specific industry’s needs.  Conduct an ABM campaign, opting for the ultimate personalized experience.  Ensure your calls to action are tailored to guide your website visitors through a simple journey, prioritize fast load times and website optimization — so nothing stands in the way of creating the ultimate CX.

Webeo is a leading website personalization software that revolutionizes B2B websites, creating personalized online experiences for every website visitor.  The tool works by tailoring the language, content, imagery and greeting displayed on your B2B website based on the IP address of your visitor.  Thanks to a global leading database of business IP addresses, Webeo creates the perfect website for every visitor, every time.  Impress first-time visitors, current prospects, existing pipeline and long-standing customers.  Improve CRO, boost SEO, prove ROI fast and supercharge your customer experience.  Discover the power of personalization and book your free Webeo demonstration today.