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Unlock B2B Success with a Great Customer Experience

In the crowded B2B space, reaching your target audience is challenging. Product alone is not enough to engage and retain B2B buyers, however, surprisingly, B2B businesses often overlook the importance of creating a great customer experience for their buyers, which is typically a top priority for B2C. B2B customers, despite their different needs, are still human decision-makers. An unpleasant buying process and subpar service will deter them.

To create good customer experiences and build lasting relationships, companies need to understand what motivates B2B buyers. Typically, they are searching for long-term, scalable business solutions for their organisation and have both rational and emotional needs. Rational needs include cost-effectiveness, usability, reliability and scalability, while emotional needs include trust, security, confidence and reassurance.

To appeal to these needs, companies must have a deep understanding of their products and services, and the challenges their customers are facing. They must also use first-party data to create strong customer experiences, as privacy regulations make third-party data increasingly expensive and hard to source.

First-party data allows companies to personalise content for real audience segments, identify quality leads, and implement retention strategies based on customers’ historical interactions with the organisation or product. It can also help them identify and respond to emotional triggers influencing B2B purchasing decisions, such as personalisation, instant gratification and anxiety.

B2B companies that have transformed their customer experience strategies have seen an increase in customer satisfaction scores as well as revenue growth. Creating a meaningful customer experience for B2B buyers requires getting the tone right and understanding customer needs. Companies should leverage data to gain insight into the needs of their customers’ businesses, and remember that their B2B customer is human, too.

Originally reported by Martech:
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