B2B is traditionally a relationship business, and it still is. For many B2B marketers, the goal is to meet and satisfy the client's needs, however in order to secure a long-term relationship with a client, marketers will need to combine both marketing and sales efforts when dealing with a client.
With this in mind, B2B marketers must evaluate how their current B2B marketing strategy is aligned with the psychology of their buyer journey. In short, B2B marketing strategy must be crafted based on the predominance of the client.
Here are a few tips on how you can craft a customer-centric B2B marketing strategy:
Truly Understand Your Client
Putting yourself in your potential client's shoes is a great way to understanding their point of view and priorities. You will be able to see challenges and problems from their seat and how your products or services can assist them effectively. You can even tweak or add additional value to assisting them in making a better decision. Knowing well on who are the users, buyers and decision-makers can also help you customize your pitch in meetings.
Map Out Touch Points
In order to close the loop from awareness to revenue, it is critical to know all the touch points in a buyer's journey. It is about framing your pitch and strategy to addresses all touch points and potential influence, at the same time aligning your client to his/her objectives. You can't satisfy everyone in the decision making process, but you can definitely address their concerns you have already foreseen.
Define Goals & Metrics
Any data-driven marketer will have clearly-defined metrics for success. With emphasis on personalization and customer experience (CX). B2B marketing goals must be established to measure the success of the marketing efforts, from awareness to revenue. Your B2B marketing strategy must outline how it will create direct contribution to revenue with a return and fuel high growth.
Most B2B marketers have no idea what is their customer conversion rate and do not evaluate flaws in failed sales pitches as products and services may be someone else's problems. In this age and time, it is important for marketers to have an overview on priorities and work together with other departments, ie. product engineers, sales team, finance and more, in order to iron out hiccups that might have been bottlenecks for converting to revenue. Putting an action plan in place after every pitch is important to keep everyone in check and push towards further improvements.