The already complex sales and marketing environment in B2B commerce has grown increasingly more complex. Manufacturers and distributors face the challenge of developing a B2C experience in a B2B world. In other words, they must focus on providing their customers with engaging online content, effective interactions, and experiences that delight them.
DEG recently teamed up with B2B Online and WBR Insights to survey 100 leading B2B sales and marketing leaders about how they identify and interact with key decision makers, the role of data analysis in delivering powerful messages that close sales, and their plans for improving the customer experience over the next 12 months.
The results of the survey (listed fully in our whitepaper) are fascinating and provide actionable information that sales and marketing teams can use to improve the ways in which they approach and engage their customers.
Download our whitepaper for key insights from 100 leading B2B sales and marketing leaders.
Identify Key Decision Makers
Salespeople often struggle to identify key decision makers and provide a persuasive customer experience at the right moment and to the right people.
Especially when selling a high-cost product, salespeople must engage with a team of buyers at multiple levels of the organization to successfully close a sale. Often they struggle to identify key decision makers and to provide a persuasive customer experience at the right moment and to the right people.
Increasingly, companies are tackling this challenge by collecting, analyzing, and leveraging sophisticated data. This data is used to predict pain points, segment target audiences to increase the efficacy of marketing and sales communications, and even create strategies for long-term product development.
Engage Potential Customers
Many manufacturers and distributors are utilizing Customer Relationship Management (CRM) systems to collect and analyze data. Creating a comprehensive view of each customer helps inform marketing and sales strategies. It also provides opportunities for implementing on-demand customer experiences, including just-in-time supply chain services, customer support, and educational resources.
Create Superior Customer Experiences
A lack of customer data is a major challenge that can impact sales funnels and customer retention over time.
Delighting customers is especially challenging. Many companies wrestle with outdated engagement methods, disappointing service models, and insufficient resources as barriers to creating the ideal customer experience. A lack of customer data also challenges manufacturers and distributors who rely on data to effectively reach their target markets. These challenges can impact sales funnels and customer retention over time.
Get more insights and advice on intelligent sales engagement and the future of customer experiences in our whitepaper “Transforming B2B CX with Data-Driven Commerce.”