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Obsess Over Customers & They’ll Love Your Brand

Wednesday, December 2, 2015 - 16:15

We are in a new era of business. No longer is the competitive edge gained through manufacturing, distribution, or information: It’s through the customer – and via seamless engagement with them across the digital and physical world. If you’re a B2B marketer, what does this mean? It means becoming customer-obsessed with your content.

According to a Forrester Research survey, a whopping 90 percent of B2B purchases start with an online search. And of more than 10,000 worldwide consumers, 41 percent of adults in the US access data on tablets, smartphones, and PCs multiple times a day. With this focus on digital, one thing is clear: engagement is key. And the better you know your customer, the better you can customize your content and experiences. Not only will this bump up loyalty, it will establish a customer lifecycle—leading to longtime engagement with your company and its content.

Here are just a few ways to become obsessed with your customers:

Optimize Your Data

Customer data and feedback are vital to steering the direction of your content. This can come via polls, following conversations on social media, and communicating with the company’s sales department and channel partners. In a Forrester Research study, 65 percent of B2B marketers said they use analytics on this information to optimize digital experiences.

Buyer Analytics

John Deere and Caterpillar have taken a unique approach with their data. In order to reinforce the reliability of their heavy-duty equipment, they display telematics, RFID, and global positioning on their website. Customers and dealers can see where and for what purpose equipment is being used as well as how well it’s working in particular soil conditions.

Create a Dialogue

Transform customer experience into a two-way exchange that benefits both parties. For example, Trane has both an interactive site and a mobile app called Tranemap. Customers of the heating and AC giant select what they want, answer a series of specific questions, and can then view all their options. In its first year, this interactive tool led to a 30 percent increase in revenue over the prior year. The rate of closed sales also jumped from 35 to 65 percent.

Sales Closed Increase

Bring on the Engagement

Conferences and webinars are no longer about watching from the sidelines. Being a part of the action is what counts. Invite attendees to post questions and comments on Twitter. Display that content on a board at live events. Run polls through event apps and on the event site. Set up discussion boards on social media so those offsite can also participate and your company can gather prospects.

Engaging Conversions

These are a just few steps towards becoming customer obsessed with your content generation. For more tips, view our webinar with Laura Ramos, VP and Principal Analyst at Forrester Research, 4 New Truths B2B Marketers Need To Know In The Age Of The Customer.


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