Staying Ahead of Rising B2B Digital Expectations

If you work in B2B marketing, then you know that falling short of your customer’s digital experience expectations is an increasing threat to business. With every industry being oversaturated, meeting the expectations of customers with their first visit to your website is more important than ever. In order to ensure that you are meeting their expectations, you must prioritize the customer experience and customize your online channels to adapt to their wants and needs with the use of self-service applications. It doesn’t stop at self-service applications though, that is just the tip of the iceberg in staying ahead of the rise in B2B customer expectations.

Here are a few ways you can ensure that you are staying ahead of the B2B rising expectations:

• Know yourself and know your buyer. In order to do this, you must have the right people, processes and platforms in place to continuously improve your customer experience. A way you can be sure that you have the right pieces in place is implementing personalization to your marketing efforts. A personalized experience is a remembered experience. The more you have to offer your buyers, including everything from simple industry information to how they can solve their problems at hand, the more they will come to you for their needs.
  
  
• Be willing to experience growing pains. Growth is necessary to stay ahead of the B2B marketing curve, but no one said it would be easy. In order to be successful and achieve putting your customer base on your front line, you have to be willing to expand your budget to complete the digital customer experience.
  
  
• Provide your customers with convenience. Self-service is the future and if you’re not careful, you could get left behind. In order to stay ahead of the game, you must speak to the masses, and in order to do that, you have to provide what your consumers want and a majority of the time that is convenience. Providing your consumers with a personalized customer experience will not only ensure convenience for them, but it will also offer the data your sales team needs to serve your customers as quickly as possible.
  
  
• Adapt your selling channels. To achieve direct results digitally, you have to sell in ways that are direct and digital. Ecommerce platforms are the way of the future. You must explore ways to make your customer experience customized with the use of live chats, Zoom calls and more, and realize the importance of the website to sales hand-off that has to happen to close on a deal.
  
  
• Invest in your company. Investing in your website means investing in your company. The digital experience you provide to your consumers can be a critical part of sealing the deal. Using a conversation-marketing platform like Drift to gather and use data and analytics will help you get the best actionable results to help you increase the ROI of your marketing spend.
  
  
• Start with your employees. In order to provide your customers with the best, you must start with providing your employees with the best. With the implementation of content personalization, you can then empower your sales team with actionable items and information to act on.