Customers don’t care about the internal structure of the marketing and sales efforts, but they do seek a great experience. Unfortunately, 74% of B2B tech buyers face complexities in the buyer journey. To improve customer experience and engage buyers, there are three recommendations: employ a buying group marketing strategy, conduct personalization with person-based advertising tools, and align sales and marketing engagements.
Buying group marketing (BGM) enables you to design context-aware content for each stage of the journey and for each persona involved in the decision-making. Person-based advertising (PBA) tools provide granular and relevant data to hone the work. Lastly, Marketing and Sales must work together from first touch to last, sharing data, coordinating messaging, and using common technology and metrics.
By implementing these three recommendations, a company can create a premium customer experience, drive measurable results, and even become a marketplace differentiator.
Three CX Tips to Turn Your Marketing Strategy From Ugly Duckling to Swan
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B2B buyers are increasingly being influenced by personal decision drivers, such as how comfortable they feel with a vendor, vs. professional drivers, such as pricing, according to recent research.
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