Switch on your B2B customer experience strategy
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The document discusses the necessity of enhancing B2B customer experience through mobile strategies, highlighting that a significant percentage of businesses are unaware of their customer experience quality. Executives emphasize the importance of customer-centric approaches, with mobile content becoming crucial for engagement and support throughout the customer journey. Overall, it advocates for tailored mobile applications to streamline communication, improve experiences, and drive conversions.
Switch on your B2B customer experience strategy
- 1. Switch on your B2B customer experience strategy
- 2. 2tomorrow-people.com ⋅ Tomorrow People & Contento
- 4. Digital transformation is about differentiating your customer experience. Customer Prospect EmployeePartner
- 5. The current customer experience is broken
- 6. What do Business leaders think? 70% of B2B companies have no idea of how good or bad their customer experience actually is. 23% of the remaining 30% (That’s only 10%) companies achieve strong returns on their customer experience investments. 88% percent of B2B executives consider customer experiences to be very important. 79% are convinced that a differentiated experience has a direct effect on business results. https://www.vox.com/policy-and-politic s/2017/5/30/15631710/trump-bullshit
- 7. What do the Sales & Marketing team think? 80% of marketers know they need to be more customer centric. Only 20%of content produce is actually seen by your intended audience. Sales reps spend up to 43 hours every month searching for information. –Aberdeen, 2015 The opportunity cost of unused or underused marketing content is roughly $2.3 million for enterprise organizations. –Sirius Decisions, 2015
- 9. Mobile usage is intensifying; B2B researchers are using it throughout their entire path B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. (Google / Kantar Millward Brown, B2B Path to Purchase Study) Delivering content-rich mobile and video experiences is now critical to successfully reaching your B2B customers and moving them through the path to purchase. (Google,The Changing Face of B2B Marketing) Mobile accounts for 61% of UK digital minutes and 71% US digital minutes) (Ben Martin 2017, Global Marketing Insights Director at comScore) October 2016 internet usage by mobile & tablet devices exceeded desktop/laptop worldwide for the first time. 42% of researchers use a mobile device during the B2B purchasing process. Mobile is now the dominant channel?
- 11. What happens in 1 minute 204M Emails sent 4M Google search queries 1400 New blog posts 48k Apple app downloads 227k Tweets $83k Amazon sales +416k Tinder swipes +347k Wats app photos 216k Instagram photos +61k Hours of music on Pandora 2.46M Shared pieces of content on Facebook +23k Hours of Skype 8,333 Vine videos 3,472 Pinterest images pinned 72 Hours of new video
- 13. Map the current customer journey Consideration Awareness Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Acquisition RetentionWOM
- 14. Solution.
- 15. Switch on your B2B mobile content strategy
- 16. The current customer journey Consideration Awareness Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Acquisition RetentionWOM
- 17. Attract and convert Opportunities Support Share Targeting your audience allows you to send personalised and relevant content to users who are more likely to be interested and appreciate it. It's becoming increasingly necessary to reach customers on their mobile devices. Therefore what type of content and when to share with prospects on a mobile device is crucial. Mobile is gaining entry into every sphere of our lives rapidly. In the B2B arena, an app can create new opportunities to reach out to support clients through training and technical assistance. An aftercare portal for example could increase customer conversion and confidence dramatically. Many of us now don’t spend as much time at our desks and so sharing content for mobile access helps prospects and customers have access when desired. A branded mobile app will provide a high level of interaction, communicate directly to all customers and offer a superior level of customer service which in turn drives referrals. Experience + - Channels Awareness Consideration Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Buying process Insights Whitepapers Ebook Tip Sheet Checklist How to video Educational resources Product Information Case Study Sample pictures FAQ Data sheet’s Demo Video Trial or promotional materials Demo information Consultation Estimate Coupon/voucher Client Video Technical support Customer Survey Help guides Making the most of resources Process charts Learning Videos Workflow program Service structure Training documents Process charts Learning Videos Update reports Process charts Customer Videos Performance reports Client case studies New user articles Checklist for contract Extension New options Renewals policy Initial loyalty tier Rewards outlined Benefits table Customer benefits Affiliate forms Referral Marketing Videos Awareness Consideration Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Content Experience
- 18. Model your customer experience Customer Experience Channels - Types of materials appropriate for their stage Topic’s - Personalised Resources User Groups - Stage of client
- 19. Build your buying process
- 20. Channel 1 Create your Channel
- 21. Select your User access for the buying stage Channel 1
- 22. Engage your audience through the customer journey Push notification can be used to increase awareness of new product launch or development. Participation in polls, quizzes and competitions to increase shareability.
- 24. Prospects & Marketing Qualified Leads stage Deliver a personalised experience Offer the latest news and insight Create information to be shared Develop a community of qualified leads
- 25. Sales Qualified Leads Provide education and training Announce new products features and services Publish regular case study videos Approach leads with greater credibility
- 26. Client ~ Onbording, Early, Mid Build a new customer experience Speed up your client communications Share best practice and guidance Reach out to drive customer engagement
- 27. Loyalty & Referral Connect with the advocates to incentivise referrals Leverage word-of-mouth Track how customers move through referral funnel Target customers with advocate marketing resources
- 29. Enterprise version API integration -Hubspot -Eventbrite -Marketo -Eloqua - Pardot Video Capture Survey Types Multilingual language support
- 30. Engage your audience through the customer journey Push notification can be used to increase awareness of new product launch or development. Participation in polls, quizzes and competitions to increase shareability.
- 31. Report & learn on the experience
- 37. technology integration: API’s, Marketing automation, CRM Input Manual content channels, Automated content channels, API considerations channels, Client records Output Analytics, Behaviour, Utilisation insight
- 38. Adoption incentives sprints 12 months
- 40. Client: ITV Challenge: Ensuring all candidates have digested all the relevant content & course learning. Providing the candidates with an easy way of catching up with new developments. Internal communication & resource proving to be not being seen or utilised as much as they should have been. Solution: Candidates subscribing to the cohort channel providing insight, thought leadership, event & video content to nurture after the workshops. Getting access to the Hand, Heart & Head channels to ensure they can embed these behaviours into the ITV culture. Results: ITV have an effective means of ensuring the true value of the leadership training was realised.
- 41. Client: T-Three Challenges: High competition in the market for leadership development & challenges on early stage differentiation. Complex marketing environment with lots of channels & activities to build an effective experience. Solution: An application offered to download on the t-three website for lead generation activity. Channels offered to the prospects on different topics, around business pains. Push notifications of events, thought leadership content or new e-guides. Video channels to deliver educational content to the prospects to keep them engaged. Results: Increase in conversion rates from potential prospects to opportunities. Brand differentiation from the competition. An aid for social selling. Maximising all the content produced to support the sales teams.
- 42. Client: Cxense Challenge: Offering something of value at events to capture data Keeping prospects engaged at an event Keeping prospects engaged after the event Driving engagement at the event Solution: Branded event app that is based on offering prospects event specific content Push notifications of specific or relevant presentations happening throughout the event. Survey ability to get real insight to the engaged audience. Results: Accurate & proven follow-up from the event. All content made available after the event. IPad content made available for product demonstrations.
- 43. Takeaways Mobile is surpassing desktop as the most popular way to use the internet - so the central challenge for B2B content marketers is to consider the best way to engage with potential customers on their phones and tablets. 1 A mobile app provides a more intimate connection than email: people make an active decision to download an app, they can access the content when it’s convenient, and you can send people push notifications. 2 Mobile-optimised web content is important, but usually doesn’t offer as much as an app in terms of user experience, brand awareness, communication and data capture. 3 Email marketing is becoming less effective - it is not a personal enough channel to be sure that your content is getting through. 4 A mobile app provides you with rich user data which can be used to continually improve the way you communicate with people. 5