As a Chief Digital Officer (CDO), you focus on new technologies to help your B2B thrive. This includes social media, mobile applications, virtual opportunities, and more. But, before you move forward to reach your next goal, stop and talk to your communications’ team members. They may have some valuable insights to share that can take your business to the next level and crush the competition. For instance…
Do You Know this B2B Communication Secret?
You probably use the latest digital applications, tools and other services to meet the needs of you customers. However, if you talk to your marketing, sales and public relations’ team members, they will tell you that while technology is important, it’s essential to focus on the overall experience you provide customers.
After all, artificial intelligence (AI), voice-over-internet-protocol (VOIP), automatic text systems, and more provide immediate responses to customers and help move things along in the sales cycle. However, it’s also essential to provide the personal touch to customers. This is what builds trust, positive word-of-mouth and loyalty that your competition can’t beat.
In fact, according to Salesforce Research’s fifth edition “State of Marketing” report:
“92% of marketers say personalization majorly or moderately improves brand building;
86% of marketers credit personalization with a major or moderate boost in lead generation; and
84% of marketing leaders say personalization majorly or moderately improves customer acquisition.”
With this in mind, think about the personal experience you provide.
Do Customers Even Care About Your B2B Technology?
You offer fast responses, product information, updates, and more via the latest technology, but this is not enough. It’s essential to work with your communications’ team members to discover more about your customers.
How do your customers react to your technology?
Do they actually use the applications you provide?
Do they even care that you have it?
These are simple questions. But, if you don’t know the answers, you can waste thousands in time and money on activities that don’t generate results.
Look Beyond The Latest Tech.
Your communication team members can give you current insights on who your customers are, what keeps them up at night, how they react to your products and services, and more. With this information, you can provide solutions in a personalized way that customers will notice.
However, this includes more than just technology.
While you may think printed newsletters, postcards, handwritten notes, sales packages, and other, direct-mail processes are “old school” and outdated, it’s wise to add these to your overall strategy. When you combine the right copywriting and mailing tactics with your technology processes, they can provide a personal touch you can’t get any other way.
Not sure about this? Just look at what arrives in your mailbox, what you hear on the radio and what appears on television.
You’ll see commercials for the Facebook “portal,” direct-mail packages from Google, postcards from Verizon with your name on it, and more. Even the “tech” businesses use more than technology and offline marketing to sell their products and services!
Today, you can be creative and try all kinds of communications to reach your customers in a unique and personal way. The great part about this is that you can work with your marketing, PR and sales’ teams to test various methods to see what works and what doesn’t. Then, you spend your resources on what provides the best results.
Rethink The Way You Do Things.
Use the latest technology advances to provide new benefits to your B2B customers. However, for a competitive edge, it’s essential to combine these activities with various marketing methods that offer personalized communications.
This way, you can build relationships with new and current customers they will want to tell their friends about, increase credibility and boost sales. Look for ways to combine the benefits of new technology with traditional, personalized marketing, and you will have a competitive edge!
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