B2B buyers and distributors are also individuals who seek an easy and pleasant acquisition process. Providing them with a good experience is your competitive advantage. The best marketing for your company.
Traditional marketing revolves around ‘What it sells’ and ‘What service/solution it provides’, focusing on features and functionalities. However, there comes a point where, even for corporate buyers, the ‘Whats’ all seem alike, and the strategy of lowering prices become the only way out. Not a profitable one.
Hence, today, Competitive Advantage lies in delivering a Memorable Customer Experience, centered on ‘How it provides products and services’. This philosophy is implemented from the moment the consumer hears about your brand, through the sale and consumption, until they decide to purchase again.
To achieve this, it’s necessary to work on all touchpoints between your company and the consumer.
How to Implement Experience Marketing in B2B Businesses
Every consumer/buyer goes through several stages before purchasing and deciding to buy again. In each stage, it’s essential to facilitate the decision and provide a good experience.
- Brand Awareness: Whether through advertising, recommendations, a sales call, or Google search, ‘How you communicate’ makes the difference.
- Information Gathering: Buyers will seek information about your products and services; ensure it’s easy for them to find compelling content. Remember, nowadays, your company isn’t the only source of information; there are many you don’t control.
- Purchase Decision and Sale Closure: At this stage, interactions are more frequent and occur through various channels. Each interaction contributes to your company’s image. Additionally, ‘How the sale was closed’ can have consequences depending on the industry.
- Usage/Consumption Process: For many, marketing ends with the sale, but it’s during this stage that the next purchase decision is made and the quality of recommendations to potential buyers is determined. Keep in mind that only one out of 26 dissatisfied customers complains; 25 simply switch providers. It’s essential to implement a proactive customer service system that detects issues for each business model and sector.
- Follow-up and Repeated Purchase Reactivation: As part of the aforementioned system, activate procedures that motivate the customer to choose you again as a provider.
