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For B2B enterprises, developing a great product or reliable service is not enough for success. Beyond the transaction experience, consumers are looking for an emotional connection, an educational journey, or a unique memory. And now that three-quarters of B2B buyers and sellers say they prefer digital and remote human engagement to face-to-face communication, it’s clear that the extraordinary digital shift of 2020 is here to stay.
Most of the BBB sellers in the middle market set off from private conferences to visit the unknown epidemic area – the most efficient way to traditionally generate lead – webinars and digital summits. But many of them failed online debuts. This was a very competitive area. Audience did not participate or refuse to actively engage, resulting in lower conversion rates for B2B marketers.
Instead of waiting for offline events to return, B2B marketers can launch personalized webinars, improve their email marketing, and use live chats to build long-term relationships with their customers. ۔
1. Ace your webinars
Promote your webinar effectively.
During the epidemic, B2B enterprises were pressured to learn how to navigate all digital marketing channels at once, which led some businesses to fail to effectively promote their webinars.
To promote educational webinars, B2B marketers should focus on channels such as LinkedIn, which account for 46% of the social media traffic reaching B2B company sites.
See thought leadership articles and references, and also consider effective B2B marketing. Examine the social influence of your business partners as well as the people who follow your brand.
Include a short Q&A at the beginning of your webinar.
A total of 92% of webinar participants want live questions and answers during the webinar. So why not start with that?
Find out what your audience’s goals are and what unique paths they want. If the question and answer is a live chat, write, What would you like to learn here? What problems are you facing?
Your audience will learn more if you make your digital event engaging and interactive by solving real-life problems. When you listen to your audience, provide high quality content and present yourself as a brand that wants to help people, not just sell a product.
Maintain a customer-centric approach.
Picture it: You start your webinar, but all of a sudden you get a lot of questions from the audience.
In this case, instead of focusing on your audience and their questions, focus on your product or the topics you intend to present. People’s attention span is short, so get to this point quickly and be prepared to adapt. Personality goes a long way in building relationships with customers.
Actively listen to customer feedback.
Gather customer feedback from webinars and put it into practice. If your audience asks for a particular product or listens to a particular speaker, they will later promote the adjustment directly in a video or webinar and share information about the event with the desired guest.
Keep promises, and your clients will last longer.
2. Conquer email marketing and communication.
Sign marketing emails with a real name.
Email marketing captures the top potential, and is an integral part of lead nurturing. But many marketers write emails and sign up as CEOs.
They are not fooling anyone. The potential or existing client who receives the email will immediately know that it is an automated message.
Instead, the person who creates the email – the email marketing specialist or marketing manager – should sign it on their own. It proves to existing and prospective clients that your B2B enterprise values frontline employees and that there is a real person behind the company’s emails.
Be aware of what you can and cannot give.
If you’re a B2B marketer with a SaaS product and you’re answering potential customer questions via email, be honest about what solutions the company can provide.
Helping customers doesn’t mean you have to sell your product. Sometimes you will need to say, “I know how to solve your problem, but not our products.”
Also, if you promise to develop a particular feature in your software within a certain time, don’t break the conflicting agreement. Stick to your word (Hint: Better to promise less and deliver more.)
3. Master live chats.
Recognize the importance of human customer service.
The customer support team or online chat function often explains how the customer journey with the company begins. Both are priceless. Customers want to treat individuals, and they hate to bounce across different sources and departments.
While chatbots are scalable and cost-effective for large companies, live chats with human agents offer a more customized and flexible experience that often comes as a pleasant surprise to customers. In 2018, 40% of American respondents to the CGS survey said they would rather talk to someone than an AI-powered chatbot.
This priority was exacerbated during epidemics as people sought human contact and complaints about automated experiments with chat bots increased.
Start a conversation right away.
Instead of using “click here” on a website to get people to buy something or read an article, use this call to action to open a conversation channel: “Click here to talk to us.”
When a user is immediately greeted with a personal, concise and transparent message, it helps to build lasting relationships. It also confirms that a chat bot is not behind the entire website customer service operation.
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Securing long-term engagements in the long run has become a concern for many companies during epidemics. As B2B marketers adopt an adjusted “business routine”, moving to digital interaction may mean less authentic communication.
Alternatively, if your shopping experience is customized to meet individual needs, it can open the door to conversions and leads, as well as rebuild relationships with customers. And can regain their confidence.
More resources on building customer relationships.
Customer Relationships | Marketing Proof Training Course
Loyalty, retention, relationships: what’s in it for your customers?
How To Build A Successful B2B Relationship