Improving Customer Engagement for Industrial Marketers
Marketers working in machinery, chemicals and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analogue ways of engaging with clients. B2B, especially industrial marketers, have been lagging.
What do customers want, and are you delivering?
Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want?
Let me ask you a controversial question: Is it time for you to rethink the buyer’s journey for your business? I know that for many companies buyer’s journeys represent a relatively new approach, but some recent shifts in the marketplace suggest there might be a better way.
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Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.
The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for those teams to work together. Customer experience matters for B2B marketers. You’d think you would make that easier to bring to life.