MARKET VIEW 33
Alysha Chambers
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
In the world of digital-first marketing, do you believe that human-to-human engagement still plays an important role?
There are many stages in the buying process and that human element is relevant at some stages more than others. For example, the top of the funnel is all about awareness and you don't necessarily need face-to-face interaction there because that is where prospective customers are doing their research, not just about the company and the product/service, but also about the company brand.
With that being said, I still believe human touch is extremely important. It doesn't necessarily have to be a dialogue, but you need to make sure that at some point in that journey there is a form of human-to-human engagement.
I still believe human touch is extremely important.
What are some strategies that can help organisations establish trust and increase their sales efficiency?
As marketers, we often focus solely on features, advantages and benefits of our products or services, but it's really about the issue that the customers experience. Making that clear and being able to communicate that is dramatically increasing the value of your proposition. Each company has different requirements, even though they’re buying the same product. So, it's all about tailoring that service or that product to that particular customer by identifying their issues and their pain points.
It's all about tailoring that service or that product to that particular customer by identifying their issues and their pain points.
Can you share your thoughts on the importance of experiential marketing in the B2B world?
When it comes to B2B selling there are two things to keep in mind. One, you’re still selling to individuals and two, there are a number of people that are involved in making that purchasing decision who are all individuals as well. So, you have to ensure that it appeals to all of them at once.
Experiential marketing can work really well here because it’s much more dynamic and adaptable than traditional marketing and can be utilised in a number of different ways. Many organisations have learning centres where buyers can practise using the service/product and this allows them to actually experience the product firsthand, which is an experience in itself, rather than just reading a static piece of copy.
Experiential marketing can work really well here because it’s much more dynamic and adaptable than traditional marketing and can be utilised in a number of different ways.
ALYSHA CHAMBERS
Xceptor delivers no-code data automation software across the enterprise. They make data ingestion, data transformation and process digitisation easy. Their platform has the power to automate even the most complex processes, end-to-end, with a single platform.
Their no-code automation platform for end-to-end and complex processes enables clients to leverage the right technology at the right time to drive the right outcomes. A single, common platform delivers client solutions, packaged solutions and industry utilities, giving everyone access to the same technology, no matter the size or scale of challenge.
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