B2B marketing changes constantly – marketers have to be on their toes to stay ahead of what their clients want. Thankfully, there are plenty of platforms out there that can help. But staying on top of the technology is yet another challenge!
Did you know that back in 2011 there were only 150 digital marketing platforms? Today there are a staggering 8,000 options out there to choose from. That’s a staggering 5,000% increase! Clearly, marketing innovation is booming. But has the pandemic slowed things down?
While you might consider slowing down on marketing innovation during the pandemic, it’s actually the most exciting and effective time to create and deliver a more effective marketing-led customer experience.
How can a Marketing-Led Customer Experience improve upon the traditional customer experience?
A marketing-led customer approach works to address the multiple divisions that occur as the customer is moving through the different phases of your business. As your client gets passed from marketing, sales, operations, and more, they can start to feel like they’re being bounced around on a trampoline. With this approach, the marketing team spearheads a smoother end-to-end experience.
As a result, the customer experiences a more streamlined and cohesive relationship with your customer. Your team can gain a more in-depth insight into the entire interaction, which means you can pinpoint and overcome hurdles, as well as increase sales.
Three key traits of a Marketing-Led Customer Experience
When things get challenging and times are uncertain, marketing leaders don’t just survive – they thrive and drive the customer experience. So, what do they do differently?
- They recommit to their values – You’ve probably noticed it happening – during the pandemic, the simple things in life have become more important and people are reflecting on what matters most. B2B marketers need to assess their core values and reaffirm their commitment to their ethics while guiding their customers through the sales cycle.
- They focus on the things that matter to their customers – If the pandemic has taught us anything, it’s that digital commerce is here to stay. But if you want to be a true business leader, you can’t just switch your transactions online and expect that to resonate with clients. Remember – this is all about a customer-led experience. Leaders rethink their entire end-to-end digital journey to make sure it aligns with what their clients value.
- They remain agile and always seek new information – Successful marketers remain agile and ready to pivot to what matters to their customers. This is especially important right now, as your clients’ behaviour is unpredictable. Marketers need to focus on researching and analysing customer behaviour to deliver what they want, when they want it. You’ll need a firm grasp on what your customer wants, and the flexibility and agility to action it.