Above all, creating a positive customer experience will help build brand advocates, which you can use to attract new business through the word-of-mouth marketing – and that’s great news for your business. This is where tech touch marketing comes in. With customer marketing, your customers get the most value out of your products and, in turn, remain in business with you for the long-term. B2B Marketing provides a focal point for the B2B marketing sector, enabling marketers and leaders to transform their marketing with access to expert knowledge, webinars and one-to-one discussions. Today’s B2B brands invest huge amounts of time and money on perfecting their lead generation, nurturing and customer acquisition strategies. Because it’s not only the most trusted form of marketing, but is also the most effective form of marketing for lead generation. Before you start, it’s important to note that you cannot choose customer marketing over customer acquisition. It provides a single overview of how customers interact with the business, focusing the organisation’s thinking on the customer and how the service appears from an external perspective. Right now, there are many companies shifting their strategy towards customer marketing, rather than traditional marketing. Each phase of the customer lifecycle is characterized by the relationship that your lead, and eventually a customer, has towards your business. By changing their approach to grow and develop customers over time, rather than letting them churn, these companies were able to improve retention rates – leading to a rapid increase in revenue and profits. A recent infographic (below) covers highlights from the conversation and provides advice on how B2B brands can effectively connect with customers by leveraging LinkedIn. Since working with SuperOffice, he has led the growth of the blog from 0 to 3 million visits per year. If your customers spend less than a few hundred dollars per month, the above high touch marketing strategy is the fastest way to lose money. Typical B2B marketing strategy drives lead generation as it supports sales. Good stuff and well narrated. The cost per acquisition is increasing, and churn rates skyrocket. Customer experience is more than just a marketing buzz phrase. Account management activities, such as regular check-in emails or calls to keep. Run online ads to encourage existing customers to unlock new features or upgrade existing accounts; Use in-app messaging and notifications to alert users to product improvements; Create a suite of online training materials to help customers get as much value as possible from your product; Share product updates, how-to guides and useful content on social media to a private group of customers. Many proclamations about B2B customer experience have a myopic perspective, focused on sales, service, marketing, digitalization or promoting an offering — without B2B roots or a clear view of B2B general management. Rather than a transaction-based approach to B2B sales (which you’re used to), you need to switch to a relationship-based model. For more information on how we process your personal data please see our privacy policy. Because instead of spending budget and time on connecting with your customers one-on-one, you can find a solution that allows you to reach a high volume of customers both cheaply and quickly, without the need for “hand holding”. Download this ebook to learn: What customer-centric content needs to do at every stage of the buyer’s journey; Why buyer personas are the centerpiece of customer-centric marketing Customer Journey Mapping is just one stage in the move towards a customer centric approach. B2B Marketing Strategy Process: Start with customer research; Conduct qualitative and quantitative analysis; Establish key objectives and metrics; Develop your B2B customer journey map; Identify executional marketing tactics; B2B Brand Strategies: Transparency; Cause & Purpose Association; Being The Underdog; Employee Empowerment; Launch Free Tools B2B Customer Marketing Specialist. I think I know which one would prefer. ...But then you hit a slump. Based in London, our client is renowned for their continuing advancements in online technologies that have changed the world. But it can be difficult to know where and how to start. You have to do both in conjunction with one another. Thank you. With the unprecedented situation around the world with Covid, the business landscape and how we market to customers has changed. In a nutshell: Focusing on customer marketing allows you to interact with your customers over time to help retain them and grow their lifetime value. In order for companies to foster trust and strengthen loyalty to a brand, they must place customers at the core of their business strategies. However, the underlying concept for a successful customer marketing strategy is that you cannot achieve long-term sustainable growth through customer acquisition only. Our customer content earns nearly 20,000 visits per month, meaning that our customers know exactly where to go to be  kept up-to-date on what's new in SuperOffice CRM. If you're going to use this customer marketing strategy, then we recommend allocating a healthy portion of your marketing budget to it, at least while you're getting started. Dd you enjoy reading this article? But you can’t rely on customer acquisition alone. Do you want to get started with this tech touch marketing strategy? The good news is that this approach has been proven to be very successful! Now you need customers. An ideal customer profile is widely used in B2B marketing, while customer persona is used by marketers in both spaces – B2B and B2C. Join Thrive - a new and original content series designed to help you grow! New customers sign up, but they’re not sticking around. Ideally, the service you’re offering will solve a problem … You have product/market fit and you’ve launched your first product. It’s contrarian, since most B2B marketers spend all their money at the bottom of the funnel. … Especially when you can tie marketing campaign data back to product usage to witness the full extent of the impact on your marketing strategy. Customer marketing is an essential part of any business and if you do it the right way, your business can grow a lot. ), they must be doing something right! The focus of your B2B marketing strategy depends on your business model and goals. For example: One approach to low touch marketing is to create a self-service portal. These organizations can use these products to produce end products or for resale (sale to distributors). A good, consistent customer experience accelerates the buyer’s journey, creates positive brand equity, and inspires prospects to purchase. For more information on how we process your personal data please see our privacy policy. Recently, we surveyed 2,500 customers to ask them what kind of content they want to consume and how. Think about it: Would you rather have 100 new customers who purchase once in their lifetime, or 20 high-quality customers who continue to support your business for years to come? Customer-centric marketing is critical to your future success. The main differences between B2B and B2C are: fewer potential buyers, longer-term relationships, higher purchase values and more rational purchase decision-making. The report was based on data from a survey conducted in July 2020 among 538 B2B professionals. What you’re left with is a leaky bucket syndrome – and that’s an expensive problem, which is why the second growth phase in any business is to keep existing customers. Specifically, the piece explores five key customer engagement … Our marketing team in Germany has just finished hosting a series of virtual events covering topics on all things CRM related - contact lists, sales productivity tips and reporting. B2B Customer Journey Mapping Canvas Getting the customer journey right should be a critical part of your B2B strategy – seamless, low-effort and engaging cross-channel journeys are the new minimum expectation for increasingly sophisticated customers. It’s expensive, time consuming and not good for long-term business growth because of the constant attention it needs. An ambitious, fast paced forward thinking company with very creative culture. selling to an existing customer is as high as 60-70%. For customers that don't require constant contact, you can choose another strategy. B2B Customer Marketing Associate. High touch customer marketing requires regular contact and in-person communication designed to make your customers feel cared for and valued, so they continue to buy from you in the long-term. Measuring your B2B customer experience success can be broken down into three major categories: Customer Feedback, Marketing KPIs, and Customer Metrics Analysis. As the leading European CRM provider, SuperOffice is trusted and used by more than 6,000 companies. As the B2B Customer Marketing Specialist you will possess the following skills and expertise; Excellent communication and presentation skills, with a passion for storytelling and modern marketing; At least 2 years' experience delivering customer marketing programmes and developing propositions for particular segments (vertical, persona etc.) This role is based out of Asset Core Marketing UK’s Head Office in Cambridge. Whether you’re focusing on high touch, tech touch, or low touch customer marketing, the main takeaway is: You need to shape your strategies, messaging and format in order to suit your customers. How does B2B marketing differ from B2C? Customer Feedback Surveys Surveys are a classic method to gather customer … Email and in-product cross-selling and promotion based on user behaviour to target specific customers with relevant offers. Examples of high touch customer marketing strategies that you can start using today include: Hosting events with customers and users is the number one customer marketing activity, according to research by Influitive as 61% of B2B marketer's use customer events as part of their customer marketing strategy. When you view this content, your data will also be shared with our trusted partner The Mx Group who may contact you with further relevant information. Getting down to brass tracks in B2B social media marketing, LinkedIn is a clear winner, according to Nora Leary, growth director at Ironpaper, a B2B marketing agency. The Marketing team are currently working remotely in line with government guidance, but once it is safe to do so, we will return to blended office and remote working practices. B2B WorldFest: Why Covid-19 has transformed B2B marketing forever. Our customer success team has developed SuperOffice Support - a 24/7 support portal where we combine live chat support with a vast repository of FAQs in our Knowledge Base and, where appropriate, provide access to calls and emails from account managers and the customer success team. At SuperOffice, we try to meet up in person with our customers as often as possible. If we revisit the customer journey, traditional marketing is about getting noticed and shortlisted in the buying process of a potential customer. The anatomy of a B2B customer lifecycle marketing With a modern approach to sales, you can still base your simplified model on AIDA, but modify it by adding “Retention” at the end of the model. Not only is customer marketing a cheaper and more effective way to do business, but it's a proven enabler for rapid, sustainable growth. Create marketing content for the customer success team, ensuring it is written to a high standard and consistent in style, quality, and tone of voice; You must have: Excellent English verbal and writing skills (native or near-native speaker) Proven hands-on experience with B2B customer marketing … Alternatively, you could choose to use this as a strategy for your top tier clients only, which is likely to lead to a higher ROI. SuperOffice AS (HQ), The whole idea of marketing is to identify a group of people, then promote your product or service to that group, through relevant communication channels. This gap will become even more apparent as B2B customer expectations rise. Low touch customer marketing is best suited for customers that aren’t quite experienced, but have the potential to grow and become high value clients and, therefore, require more nurturing than just online training or digital content. You hire sales reps, invest in new marketing channels and focus on providing good customer service. This form of communication isn’t about self-service or live chat support. If you're new to SuperOffice and would like to learn more about our CRM solution, then sign up to a personalized demo below and one of our CRM experts will contact you shortly, 2021 is centered around growth and opportunity. Here, we share why today's leading SaaS compa…, Relationship marketing is a long-term strategy with a focus on building close relationships wi…. That’s all good because every business needs a healthy stream of new customers coming in – but many brands overlook the importance of customer retention during the constant chase for new buyers. Yes, we live in a digital world. When you submit your details in order to access this content, your data will also be shared with our trusted partner The Mx Group who may contact you with further relevant information. B2C companies typically score in the 65 to 85 percent range, while B2B companies average less than 50 percent. You can connect with Steven on LinkedIn and Twitter. B2B customer experience misunderstandings run rampant across studies, articles, CX tech providers, and mainstream commentary. Based in London, our client is renowned for their continuing advancements in online technologies that have changed the world. You pick up the phone and check-in, you meet up in person regularly, you make time to follow-up and you prioritize their needs over yours. In fact, focusing on existing customers has a huge impact on your bottom line, for example: So, what’s the secret to maintaining subscription revenues, building long-term relationships and retaining existing customers? A crucial factor for B2B companies is understanding when to go digital. After all, there’s a reason why 70% of marketing executives say data plays an important role in their decision making. Of course, with the world on lockdown and in crisis-mode, live events are not an option for the foreseeable future. Therefore there is room for being a little more relaxed in their advertising approach — building brand awareness in the style of a B2C brand. This means our customers always have a way to get help from us - whether in a human form or digital. make your customers feel cared for and valued, Relationship Funnel: A Guide to a Relationship-Led Marketing Strategy, Relationship Marketing: How to Put the Spotlight on Relationships in Business, Regularly attend executive business reviews, Host customer conferences and events to build your relationships. In this case, you can combine high touch marketing and tech touch marketing strategies. Ideal customer profile defines the target companies, which are the perfect fit for the solutions you offer. Download this guide and find out how to increase customer retention and customer spend. Where many B2B … KPMG Nunwood authored a fascinating marketing overview, comparing the evolution of B2B customer experience management to that experienced in the B2C world. Recently, we hosted our Customer Service Forum event in Stockholm and Gothenburg for the second time. Preferably, they want to consume this content in the format of short articles. Steven Macdonald is a digital marketer based in Tallinn, Estonia. Across virtually all b2b markets, a top driver of … “Digital native” B2B buyers expect the same experience they get in the B2C environment, like access to relevant, personalized messages and helpful tools on demand, no matter what stage of the buying journey they’re in.B2B marketers who can meet these expectations will gain a competitive advantage in the marketplace. B2B (business-to-business) marketing is the set of steps that a company will follow when selling directly to other companies or organizations, not to the end consumer. And it’s proven to be the right path as well, since evidence indicates that brand can create more long-term value than lead generation tactics. Oslo, Wergelandsveien 27, This isn’t a quick fix, as it requires a shift in your entire mindset. (That’s why 79% of consumers need brands to prove they understand their situation before even considering to hit “purchase”.). Tweet it here. But, what happens if your clients don't fit into either bucket? Norway. Our average customer support rating scores 4.5 stars out of 5 on review platforms such as Capterra, Get App and Software Advice - outperforming CRM vendors like Salesforce and Microsoft. at Asset Core Marketing. Low touch customer marketing is a carefully selected blend of strategies from both the high touch and tech touch methodologies outlined above. P.S. Recognising that commercial success lies in the strength of relationships, the authors assert that successful firms must learn to capitalise on those fleeting moments which can make the greatest difference. For B2B brands with a more niche persona to target and leads to generate, convincing stakeholders that a humorous marketing campaign is the right route to go down could be a tougher fight in the ring. To develop a marketing strategy that truly engages, it’s essential to understand your buyer generations & the differences between them. B2B companies are recognising that customer centricity is pivotal in customer satisfaction, retention, and repeat sales. Their clients include IBM, ITV and the Access group. Customer marketing, on the other hand, is all about keeping and growing the customer in the long-term, so that they can realize their full financial potential for your business. Asking customers what they want and how is a great example of the voice of customer feedback. Remember, customer marketing isn’t a one-off strategy. In B2B marketing, one of the best investments you can make is top-of-funnel brand advertising. CUSTOMER EXPERIENCE BRAND SAFETY GAMING AND ENTERTAINMENT SOCIAL MEDIA CTV AND OTT CUSTOMER RETENTION ... Watch Now. Seamlessness: Making life easier for the customer. Oracle B2B Marketing Create targeted, cross-channel marketing campaigns, generate high-quality leads, personalize customer and prospect communications, and provide marketing automation. Customer marketing was pioneered more than a decade ago after the first wave of SaaS companies experienced high levels of churn. What challenges does the business face? B2B marketing is the marketing of products and services targeted specifically at corporate customers, as opposed to retail consumers (B2C). Business-to-business (B2B or, in some countries, BtoB) is a situation where one business makes a commercial transaction with another.This typically occurs when: A business is sourcing materials for their production process for output (e.g., a food manufacturer purchasing salt). In total, more than 380 customers attended these virtual events. Which of 3 customer marketing strategies will you try first? If you don’t acquire any new customers, you will never have any customers to retain. Excellent article and very well supported with real examples from your company. B2B marketers who can meet these expectations will gain a competitive advantage in the marketplace. Start off simple – whether it’s the high touch approach for ‘enterprise’ clients, tech touch for ‘low tier’ customers, or a blended mix for your mid-tier customers. Why? High touch marketing. Do you plan on investing more of your budget into customer marketing this year? There is no “one size fits all” way of doing customer marketing, so you’ll need to experiment and adapt your methods over time in order to make sure they work for you and your customers. Customer marketing slightly differs in the fact that it is about enhancing their overall customer experience and building loyalty. What you’re offering here is real human contact that can evolve into a long-term business relationship. However, if your company is focused on customer retention and churn, building your marketing strategy to support your customer success function definitely makes sense! What customer-centric content needs to do at every stage of the buyer’s journey, Why buyer personas are the centerpiece of customer-centric marketing, Real-world, customer-centric success stories. We listened, we delivered and it's paying off. Depending on the types of customers you have, your customer marketing strategies will fall into one of the following: High touch, tech touch and low touch. This way they’ll be lifelong fans (and users) of your product. This is step one in growing your business. Driven by a passion for Customer Relationship Management (CRM), SuperOffice makes award winning CRM software for sales, marketing and customer service. But once you have acquired a customer, you need to think about how you’re going to retain that customer, build a long-term relationship and scale your business. However, this customer marketing strategy comes with a word of warning: High touch customer marketing, such as hosting live, in-person events,  is resource-heavy and can be expensive. But, it's important that we do not to lose the human touch. News. SaaS companies have been quick to adopt the relationship-based approach through the recurring revenue model, where customers can choose to pay between an annual fee (ARR) or a monthly fee (MRR) for goods and services. Held annually, the event has attracted more than 430 customers, completely selling out the venue, and has earned a customer satisfaction score of 98% (not to mention the awareness created by all the attendees)! Successful B2B marketers are putting more emphasis on customer lifecycle marketing, according to recent research. What is B2B “Customer Experience”? Customer marketing is designed to help you communicate and engage with your customer base. What we found was that more than 75% our customers are looking for product updates, tips and tricks and, thought leadership style content. B2B customers want conversations with brands to be accurate and fast, and most say they will stop using communication channels if those expectations aren't met, according to recent research from Drift and Heinz Marketing. If your customers are high value, VIP, or what you consider “enterprise” … Get started creating a customer-centric culture in your organization. Humans need to start from ground-zero. For the most part, traditional marketing is all about attracting new customers for the first time. Two of the world’s most successful companies, Amazon and Apple, understand this and are focused on keeping existing customers through customer marketing programs. Oracle B2B Marketing uses real-time insights to engage, convert, and nurture buyer relationships to increase sales. LinkedIn recently explored this topic in-depth in a webinar with two B2B marketing thought leaders, one from Edelman and one from the social network itself. N-0167 1. But customer marketing isn’t a one-off isolated activity. An ambitious, fast paced forward thinking company with very creative culture. Why? That's why SuperOffice customers have access to a dedicated Customer Community – a platform created by our centralized content team where we publish onboarding material, product updates and, tips and tricks (as per the survey) - to help our customers get the most out of their CRM subscription. Customer Trust via Authentic Communication February 9, 2021 3 Tactics for LinkedIn B2B Marketing in 2021 February 5, 2021 Enterprise ABM: 5 Common Mistakes February 1, 2021 Meaning that instead of focusing on new customers, you’re building your organization around long-term customers and repeat business. B2B customer-experience index ratings significantly lag behind those of retail customers. It marks the starting point; placing the experience of the customer at the heart of what the company does and how it operates. That's what we did. If your customers are high value, VIP, or what you consider “enterprise” level, the best customer marketing strategy to execute on is known as “high touch”. With a market cap of $1 trillion (each! By automating tech touch strategies, you can quickly create scalable customer marketing campaigns that can be optimized over time to fine-tune the results it delivers and improve performance. It encompasses the entire post-purchase process of the customer journey, with a focus on building quality relationships with customers through adoption, retention, expansion and advocacy. Customer-centric marketing is critical to your future success. This is known today as the subscription economy and plays an important role in helping businesses grow more sustainably. Smart marketers recognise the potential a lifecycle approach has for growth, especially with the rise of consumption-based revenue models. You could: We pride ourselves on producing high quality content and this all starts by asking our customers what they want. B2B Customer Marketing Associate. It's why, in any given month, we're hosting sold-out events in all of the seven countries we operate in on topics such as social selling, cloud-based CRM, email marketing and GDPR. Is more than 6,000 companies s important to note that you can t! The customer at the heart of what the company does and how to increase customer retention... Watch.. The buyer’s journey, traditional marketing is the marketing of products and services targeted specifically at corporate,... When to go digital equity, and mainstream commentary and customer acquisition alone it needs activities. Or for resale ( sale to distributors ) into customer marketing is getting! 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