For many B2B market, the traditional marketing channels that motivate potential customers to identify themselves and then progress to the sales funnel are ingrained in our minds. However, in the customer era, Forrester Research’s expression of the customer-centric marketing landscape, funnels have evolved to reflect new customer expectations that require sales and marketing to work together.
With this in mind, B2B market. need to evaluate how their current B2B marketing strategy aligns with the psychology of their buyer journey. In other words, B2B marketers need to know how to develop a marketing strategy based on customer dominance.
That’s why we’ve outlined some steps to follow when developing a customer-centric B2B marketing strategy. Ask yourself and your team, “Did we tick the boxes below when building our B2B marketing strategy?”
KNOW THE GOALS OF PEOPLE IN YOUR B2B MARKETING STRATEGY
Developing personas based on market and customer research is essential to understanding not only who your target audience is, but also how to integrate them into the buyer’s journey. The inclusion of marketing characters makes websites two to five times more effective and easier to use for the intended users. However, only 44% of B2B market use Buyer Personality. So make sure your B2B marketing strategy includes people-based experiences that help buyers move forward with your brand.
CUSTOMIZED TRAVEL MAP TO INCREASE YOUR B2B MARKETING STRATEGY
Building your influencer and decision-making personality to understand your target audience is only part of the process of creating a customer-centric foundation for your strategy. Furthermore, the point of contact for your buyer journey is mapped out through all buyer stages. To close the cycle from awareness to sales, it’s important to understand the touchpoints in the journey that are motivators and critics to influence all parts of the customer experience. When developing a B2B marketing strategy, answer the following questions: “How do you create a strategy with a framework that fits your customer’s journey for clarity and prioritization?”
DETERMINING AND MEASURING THE GOALS AND METRICS OF B2B MARKETING STRATEGIES
It can be a breeze for data-driven B2B market to have well-defined success metrics. With a greater focus on personalization and customer experience (CX), B2B marketing goals and metrics must be established to measure the success of marketing efforts that support the customer’s progress on the buyer’s path. Your B2B marketing strategy should outline how it directly contributes to high profits and high-growth sales.
A recent example of a case study from one of our technology platforms and customer service is Viewpoint, a leading provider of managed private cloud services. View point is challenged to retain customers over a 6-month sales cycle. After clearly defining their B2B marketing goals, they tailor their content marketing plan to their people-based customer journey. As a result, View point stays in touch with its customers throughout the buyer’s journey and gets more deals. One of the ways Viewpoint measures increased customer loyalty was a 52% increase in people-centric website content and a 164% increase in blog content engagement by referring to organic searches.
YOUR B2B MARKETING STRATEGY INCLUDES ACTIONAL INSIGHTS WITH SALES
We draw on our previous customer funnel presentation, the traditional transfer from marketing to sales, without feedback, when the prospect is flipped “over the fence to sales,” creating a mismatch between the B2B market and sales teams. In fact, 25% of B2B marketers don’t know what their customers’ conversion rate is. In the customer age, your marketing strategy should outline how to break the proverbial fence and instead encourage team collaboration. It’s critical to ensure marketing and sales are aligned to create a consistent customer experience throughout the buyer’s journey. The intention to share insights between teams is one way to drive the successful implementation of a B2B marketing strategy.