Better late than never, B2B marketers have finally understood the value of marketing strategies that have proven to be successful in B2C front. Marketers are putting constant efforts in turning all the complaints that B2B buyers have in their bags into a seamless purchasing experience. Yes, there might be the difference in the type of organizations and customers but if we look at the broader picture, every business, irrespective of being B2B or B2C longs for human engagement. For consumer oriented business, marketing practices has always been information-driven rather than product. Moving on the trail marked by the B2C business culture, a change in the strategy could create better prospects for B2B marketed in terms of brand loyalty and to nurture a healthy customer relationship in business activities.
What to Learn from B2C Marketers?
Customers satisfaction= Companies Success:
The gap between the B2B and B2C marketing practices is shrinking day by day. The internet of things has created a class of information-driven buyers that look out for products that cater specially to their needs and are not satisfied with anything less than that. The companies need to understand no matter what kind of business they deal into, customer satisfaction will only lead to engagement and customer loyalty in the long run
Engage with Your Customers:
A major lesson that B2B marketers need to learn from B2C business is the art of engaging customers. Unlike the traditional practices, your prospect isn’t going through products over a pile of catalogs and making instant decisions. The B2B buyer seeks to experience a dynamic and personalized experience on your website that help them take care of their business challenges efficiently.
Have you seen how B2C websites display each and every detail from ratings to pictures and reviews? The same approach should be used in B2B marketing. It will educate the customers prior to sales and result in delivering more educated and better prospects for your market. Also, the lack of information annoys both the researchers and prospects. Limiting the information blocks the doors for better prospects as the sales team might be busy in dealing with someone who might not be a good fit for the company.
Treat Customer as Consumer:
If you treat your B2B customers as consumers then you are much ahead in the game. With constant changes in the business practices the expectation of B2B buyers have also evolved. Potential buyers these days seek to engage with the salespeople prior to the sales in order to get what they want and get it on their own terms. The B2B buyers want to be treated as consumers and hence companies need to align their purchasing experience similar to what buyers are used to.
While carrying out business activities, don’t think in terms of quarters. Instead, think of building a long-term relationship with the customers. By following this approach, you will make customers for a lifetime and they would love to return back to access your services and products again and again.
Trigger the Customer’s Emotions:
Moving on the path of B2C marketing, the B2B buyers need to create a buyer-seller relationship and use practices that evoke customer’s emotions in order to stand firm in the era of globalization and competition. The connection and engagement of the buyers will prosper brand loyalty in the market full with thousands of competitors
The requirements of the B2B buyers are changing day by day. They seek to be heard and addressed, taking time out and listening to their needs and queries will take the B2B marketers ahead in the long run.