Most marketers understand that the best way to generate demand is to appeal to buyers in a direct, relevant and engaging way. But in B2B marketing you’re selling to senior executives in an organisation.
It’s critical to provide the information businesses need from the get-go, anticipate their questions and initial reservations, and build trust—at the speed they choose, through their medium of choice.
Here are some ground rules for making a customer centric experience in B2B world: Offer informational assets: You want to give the
prospect valuable, insightful information that is relevant to them. This can take the form of:
- Explainer videos
- Speciﬁcation sheets
- eBooks or white papers
- Demos, webinars and tutorials
Re-energize your website: Include a landing page offering promotions, an excellent site search engine and different navigation options.
Add a quick repeat functionality: Make your customer’s repeat purchase even easier with an order feature that allows the buyer to order the same set of items repeatedly.
Enable corporate accounts: One could set up a multiple user role functionality within the same account to simplify the buying process.
Offer personalized product suggestions: B2B e-commerce could offer product recommendations to drive further sales, for cross selling or upselling opportunities.
A B2B customer might take longer to convert, but will then become a repeat client with large orders over a long period of time.
Industry ﬁgures indicate the following: