MARKET VIEW 09
Cynthia Chepe Ballena
MARKETING MANAGER
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
We are working across many different markets both emerging and developed, and we have to tailor our approach to our audience.
Considering that 44% of millennials prefer no sales rep interaction in a B2B purchase setting, should enterprise sales organisations make changes to the sales and the marketing process to address this?
I think that changes have to be made, but first, we need to truly understand the concept of a “millennial”. What I mean by this is that not every millennial will resonate with the same customer journey. This is highly dependent on the market they’re in, the region they’re in, regulations that apply to them and so many other things. For example, a millennial in an emerging market won’t resonate with the same customer journey as a millennial in a developed market. As a company, we are working across many different markets both emerging and developed, and we have to tailor our approach to our audience. This means that in developed markets we rely more on digital interactions, while in emerging markets human-to-human interaction is still prevalent. Another thing we should take into consideration is the type of products and services our organisation offers, as well as the goals and values of the organisation. Understanding all of this will help us create personalised customer journeys that resonate better with our potential customers and encourages them to engage with us.
We’re constantly investing in innovations as a way to stay on top of our competitors but also to ensure that we’re offering something to our customers that no other company can offer.
What can marketing do to assist or encourage sales by procuring more market and industry knowledge?
Our sales team provides us with a lot of good insights and feedback from our clients about our competitors, the market, the audience, the people that they are working with and so on. We utilise this information to create a better user experience for our customers in terms of our website and other platforms that we use, as well as better customer service. Basically, we try to make it as easy as possible for our clients to work with our salespeople. We’re also constantly investing in innovations as a way to stay on top of our competitors but also to ensure that we’re offering something to our customers that no other company can offer. In order to do this, our marketing team also does a lot of research and we’re also hiring research companies to provide us with the necessary information. Having all this information allows our sales team to find their own unique voice and to stand out in the market.
Customers want to feel connected to you, they want to feel that you’re there and you can achieve that by offering them different experiences.
In the digital-first market, is experiential marketing still relevant and should salespeople spend more time participating in the delivery of buyer experiences?
In my opinion, experiential marketing allows you to connect with potential customers on an emotional level. And because of that, I believe it’s still very relevant. Even in the world of digital interactions, we still try to offer our customers unique experiences because we want them to see us as more than just salespeople; we want them to see us as their partners. Somebody who is going to help them achieve their goals. Customers want to feel connected to you, they want to feel that you’re there and you can achieve that by offering them different experiences. This can be done even in a digital environment, and as a company that relies a lot on face-to-face interaction, this is something that we had to implement during the pandemic. Now that people can travel again and be more connected, we’re establishing those connections again. It’s definitely showing results, our clients are more engaged with us, they are more connected with us, they are very open to having meetings, and so on.
The key to using social media is to give your target audience the right content. If you want people to click that button and start their customer journey with you, you have to provide them with valuable content.
CYNTHIA CHEPE BALLENA Marketing Manager TRUSTONIC
When it comes to customer acquisition, in what way is your organisation utilising social media?
At the moment, LinkedIn is our main social media channel and we are investing plenty there in order to make leads and engage with our audience. I believe that the key to using social media is to give your target audience the right content. If you want people to click that button and start their customer journey with you, you have to provide them with valuable content. Also, we localise our content to specific regions, meaning we create different content for different regions so that it’s more relevant and relatable. Since we’re a technology company, we’re also trying to leverage the knowledge and expertise of our employees, as well as thought-leaders, by promoting them on social media, making them guest speakers, and leveraging their social media profiles in different ways..
Trustonic is a world leader in hardware-backed mobile device security, app protection and secures a range of mission critical in vehicle systems. Trustonic has over 100 employees, with its headquarters in Cambridge, UK, and offices across 7 international locations. Trustonic counts the world's leading car manufacturers, financial institutions, and mobile operators as customers, as well as every tier 1 Android handset manufacturer. Their patented security technology is embedded in c.2 billion devices worldwide – created initially from a joint venture between ARM & Gemalto, Trustonic is now an EMK portfolio company.
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