How Smart B2B Brands Engage Their Customers and Prospects

By Harpreet Munjal

jill konarth sales

According to a recent study, 38% of the b2b buyers visit at least four websites before making their first purchase. More than 50% would spend a week or more before selecting any brand. In consumer marketing space, do we linger on with a product for so long? No. It is apparent the buying behavior of a B2B customer is not sane as a B2C customer.

Buying behavior is a combination of rational and emotional factors. Although both the elements are present in both, B2B, as well as B2C buying, the proportion varies. That is what makes selling to businesses different from selling to consumers. While consumer targeting companies touch the emotional part of the consumer, B2B create selling processes that satiate the rationality need of their business customer.

The underlying cause for different buying behavior of b2b customers is the fact that the ticket size is high, products are complex, and the number of suppliers is increasing in every niche. A wrong decision can cost them an arm and a leg and sometimes a fortune when they are selling the product to the end user.

Therefore, it has become quite challenging for the b2b suppliers to attract worthy customers and retain them. Capturing new leads is not as significant a milestone as engaging them and nurturing them. Smart marketers understand that it costs five times to win a new lead as much as to retain an existing customer. Therefore, they focus more on strategies to engage their current customers than fiddling around to attract more leads. In this article, we will see how smart b2b brands engage their customers and prospects.

Branding Matters

Competition in B2B is increasing each day. The apparent result of high competition is the price war. To escape from the price war and charge what you deserve, smart b2b suppliers position themselves as a brand and authority and soar above the rest.

Branding does not stop at having a logo. It is a perception you build in the minds of your customer that you are professional and the best. From visuals to style guide you choose the different elements of branding to create a personality of your brand.

Visuals are an essential element of branding. Carefully select the color pallet of your brand (colors have their own language), the tone of your voice, style of writing, graphics, fonts, user experience and the layout of your site.

Online Is the New Thing

Although digital e-commerce is a popular channel amongst b2c customers, the shift is moving toward b2b as well. Smart b2b suppliers are moving every stone possible to engage with their customers be it offline or online.

With the habit of finding products to reviewing and closing the deals online in the consumer space, people expect the same buying experience from the b2b suppliers. Marketers do what their customers want, right? So, in this era, you simply cannot ignore your online and social media presence. In fact, that’s the key how you can engage your customers the most.

Be present on the social …read more

Read more here:: B2CMarketingInsider

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