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How (and How Not) to Engage Your B2B Customers

The work is far from over once you have someone on your site. Now is the time to provide a seamless ordering experience that keeps them coming back.
Can they configure products online? How easily can they get a quote? Is the content you’re serving up helping them when they need it while moving them closer to the sale? For B2B engagement marketing, consider the tips shared below.

Don’t lump all customers into a few generic buckets for conversion

We often see B2B clients create their primary calls to action in relation to the products or services they want to sell. But unfortunately, they don’t take into consideration the specific needs and conversion influencers of the actual customer. Don’t think that all your customers, regardless of need, will eventually funnel down through a few calls to action.

Don’t ignore the ordering process and user experience

Many times, all the effort to win a new customer goes into initial engagement and acquisition. Makes sense, right? Spend the time and money to win new business. However, the number one killer of repeat business is a clunky or awkward ordering process. Customers feel that if you didn’t take the time to create a decent ordering process, you aren’t invested in them, and they are going to react negatively. Do not ignore one of the most critical pieces of transacting with your customers.

Do develop a 360-degree view of the customer

Having a holistic view of your customer cannot be stressed enough. If you’ve already laid the groundwork for creating detailed personas, customer journey maps, and optimized customer touchpoints, then you’re already ahead of the curve. Do take that approach and apply it to all channel and transactional data for a single, complete view of how your customer is acquired and engaged from all relevant data sources. Don’t forget any loyalty programs, CRM data, acquisition cost, email interaction, or website visits. This 360-degree view will allow you to provide hyper-targeted, personalized content to significantly optimize conversion.

Do create a prioritized personalization strategy

Do prioritize your top opportunities for personalized content. Segmentation of B2B customer engagement provides the perfect opportunity for personalized product catalogs, pricing, promotions, and content. Rules-based or automated personalization is an amazing-but-intensive journey to deliver ideal content to users who are coming to expect it more and more. Instead of trying to serve up the goods to all inbound folks, (which is more B2C), focus on the personas and customer profiles that you know are most likely to adopt and convert first. Then balance that volume with frequently ordered (top-grossing) products and services for your initial personalization efforts.
For more do’s and don’ts for interacting with your B2B customers, download our free guide, The Do’s and Don’ts of B2B Customer Engagement.

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