Thought leadership programmes - Learn more

MARKET VIEW 30

Mia Iwama Hastings

DIRECTOR OF MARKETING

B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing

Every channel should add value to customers.

How can organizations build trust with customers through virtual channels?

The best salespeople don’t sell. They become invaluable trusted advisors and consultants to their B2B customers long before they open a sales conversation. Digital lends itself to this sort of engagement where organizations adopt the omnichannel approach. Rather than telling customers to look at our website or read our brochure, we’re laying out all the channels and inviting potential customers to interact with us on their own terms, whenever and however they prefer. Delivering value is critical and is more than just offering a range of channels. Every channel should add value to customers. Alongside a chatbot or self-serve app, a business could provide a comparison engine or calculator, testimonials and case studies. We build trust and credibility with customers in a digital world with evidence-based insights, helpful recommendations and thought leadership. Listen to customer feedback and continuously improve what you do and the experience you provide. Deliver on your promises. Be authentic, transparent and customer-centric. The good news is this is much easier than it used to be because we don’t need to guess what customers want. There is so much data available that we can use those insights to provide precise information, touchpoints and solutions that customers need – the right message at the right time – and that’s powerful.

Businesses need to focus their energy on delivering the always-on, omni-channel, hyper-personalized experience that these customers expect.

What are the shifts you observe in how B2B sales teams engage with Millennial and Gen-Z customers?

Millennial customers are now in their 30s and 40s, so the shift has already happened. Research shows these people prefer to self-serve. They don’t want to call someone to change a subscription, place an order or resolve an issue. Businesses need to focus their energy on delivering the always-on, omni-channel, hyper-personalized experience that these customers expect. The millennial customer wants ten or more channels with a mixture of in-person, remote and self-service options that are available 24/7. Rather than trying to anticipate customer needs, marketing professionals should offer all the options the customer might want. They might prefer to self-serve but if there’s an urgent problem at midnight, they expect to speak to someone immediately. If you can meet that expectation, you are providing a seamless customer experience, which drives value and loyalty.

Marketing campaigns must be built around multiple storytelling angles. How you package and present stories, evidence and thought leadership will be critical to appeal to millennials and Gen-Z.

MIA IWAMA HASTINGS

Director of Marketing

MINNA TECHNOLOGIES

If millennials ignore advertising and want to be entertained, what does that mean for B2B sales and marketing strategies?

This is a fundamental shift in mindset. We’re going to see more demand for experiences and entertainment as Gen-Z matures. When building a sales and marketing strategy it’s critical to understand that B2B customers aren’t faceless businesses. They are cohorts of people within a business. They are driven by business value but also by human emotions. They want to be inspired. They want to work with people they have a strong relationship with and inherently trust. They want to engage with you on their terms and have a seamless, personalized experience tailored to their needs. There is no ‘one size fits all’ algorithm or marketing toolkit for that. In practice this means marketing campaigns must be built around multiple storytelling angles. How you package and present stories, evidence and thought leadership will be critical to appeal to millennials and Gen-Z. We have found that delivering sales messages across multiple channels and formats is integral to success. Some people will still want to read a brochure while others might prefer a social media post, an infographic or video testimonials. Most will want to do research before speaking to you. You need to provide diverse perspectives from different ages, ethnicities, backgrounds and genders that represent the vast world you’re serving. Avoid showing customers your sales content and being transactional and soulless, placing your objectives above theirs. Adopt a strategic and personalized approach. Illuminate all the options, present compelling evidence and insights, educate and inspire people. Invite your prospects to embark on a journey with you, help solve their problems and become a trusted, long-term partner and advisor. If you make yourself invaluable to your customers and listen to them, you will form enduring relationships and experiences with lasting impact.