Make a B2B triple play with agility, consistency and personalization

By Claire Liang, and Anushree Rathod

Sept. 27, 2023 | Article | 5-minute read

Make a B2B triple play with agility, consistency and personalization

In today’s rapidly evolving B2B landscape, meeting the needs and expectations of buyers has become paramount for successful organizations. As B2B decision-makers invest significant time researching and evaluating options before engaging with sales, creating an integrated and personalized customer experience is crucial for effective marketing. To deliver this demands the successful integration of diverse elements across the organization. However, the intricate dynamics among these varied elements often pose substantial challenges, hindering optimal operational efficiency and thwarting customer satisfaction.

Keep pace on the new path to B2B sales

B2B buyer behavior has shifted dramatically in recent years, necessitating a deeper understanding of their expectation and preferences. Companies making the most progress on transforming their operations are investing in:

  • Agile targeting. A Salesforce report shows that nearly three-fourths of a B2B buyer’s time is spent on researching and evaluating options before meeting with a rep. This highlights the need for companies to identify where customers are in their journey and deliver what they need at each stage. Decision-makers are more likely to engage with companies that understand their business requirements and communication preferences and can tee up solutions that help achieve their business objectives.
  • Consistent omnichannel experiences. The typical B2B sales begins with decision-maker groups consulting six or more research channels to evaluate available products and services. Offering a seamless and consistent buying experience across digital and in-person interactions is no longer just "nice to have" but critical. A well-implemented omnichannel strategy allows sellers to engage buyers effectively and build trust across the entire buying journey.
  • Personalized sales, marketing and service experiences. B2B buyers increasingly expect a level of personalization that matches or exceeds their experiences with B2C companies. A recent industry study found that more than half of B2B decision-makers feel their experience falls short. Personalization at scale presents a significant challenge in the B2B space, where data management, technology limitations and resource constraints can pose significant hurdles. Organizations that deliver a seamless, personalized experience will gain greater competitive advantages and position themselves to win more deals.

“The sellers that will lead the way are quick to adopt, test and iterate on the power of AI. They navigate a dynamic marketplace and revolutionize the buyer experience.”

5 key ways sellers meet decision-makers’ expectations

An organization’s ability to respond to customer needs goes beyond recognizing changing marketplace demands. It involves an intricate coordination and alignment of various elements, resources skill sets and organizational functions such as sales, marketing, AI, analytics, tech and data to create a unified and cohesive strategy. Successful organizations can overcome emergent challenges when they:

Deploy agile targeting capabilities at scale

Agile targeting involves swiftly identifying and capitalizing on opportunities by providing value to decision-makers at different stages of their buying journey. It requires a deep understanding of customer behaviors, preferences and needs, backed by data-driven insights. Traditional targeting strategies often fall short due to their static and inflexible nature. Companies need to adopt systems that can learn and adapt in real-time, providing relevant offerings to buyers as their needs evolve. However, implementing agile targeting may not be as easy as it sounds. Agile targeting requires a sophisticated blend of rich and accurate data, analytics capabilities and responsive strategies.

Break down organizational silos with integrated data, systems and operating models

Silos often lead to disjointed approaches. Sales and marketing teams, despite sharing the same ultimate goal, often operate in isolation with differing near-term objectives and key performance indicators that can dilute the overall customer experience. Integrating data, tech stacks and operational models helps remove barriers to a unified view of customers and facilitates the effective use of technology for streamlined operations.

Measure end-to-end impact

Organizations often struggle with quantifying the comprehensive impact of their go-to-market efforts, especially with marketing. Without effective measurement tools and analytics capabilities that span the customer journey, it’s challenging to determine the ROI of various initiatives, make data-driven decisions or identify areas for improvement. Putting these systems in place accelerates marketing optimization efforts that allow sellers to achieve higher efficiency and make better informed decisions. 

Create closed-looped engagement

A closed-loop system in which every customer interaction is tracked and fed back into the marketing and sales process is vital to understanding decision-makers’ behavior and refining strategies. It enables marketing and sales teams to understand each other’s interactions with customers, foster collaboration and deliver consistent experiences. Organizations with this level of integration and collaboration learn from customer engagements and can optimize future interactions.

Develop AI and ML skill sets

AI and machine learning (ML) technologies have revolutionized personalization capabilities in both B2C and B2B scenarios. As the demand for personalized customer experiences grows, generative AI and ML technologies enable companies to automate and scale their personalization efforts, providing insights into customer behaviors and predicting future needs to deliver targeted and relevant experiences.

The road ahead begins with helping decision-makers find you

The convergence of changing buyer behaviors and escalating expectations calls for innovative B2B solutions. Companies no longer need to rely on broad-brush strategies. They can instead leverage customizable, AI-powered platforms to curate differentiated marketing, sales and service experiences and outpace competitors. In evaluating such platforms, organizations should look for the ones that provide seamless integration and compatibility with their current stack and offer connectivity across the customer journey. The sellers that will lead the way are quick to adopt, test and iterate on the power of AI. They harness these capabilities to navigate a dynamic marketplace and revolutionize the buyer experience.

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