B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
How has the global pandemic impacted sales and marketing strategy?
The global pandemic's enduring complexities have caught many companies off guard. The larger the company, the harder it is for them to adapt. Because even the most minor changes often require several layers of approval before implementation. The impact of slow adaption is now motivating big businesses to invest in new technologies, such as virtual reality, engineered by artificial intelligence and machine learning. Small companies are far more fluid and able to onboard digital selling tools quickly, dramatically improving how they serve their customers.
But regardless of the size of your company, it's important not to get consumed by digitizing your business, offering a virtual experience exclusively. We're still getting there. Humans are social creatures and need a certain level of social interaction. And every human expectation of engagement is different. Because of this, a hybrid approach to sales and marketing is crucial for businesses that want to thrive in the upcoming fiscal quarters. The customer's journey is still the light bulb moment for how customers choose to engage with your business. Provide options. From in-person experiences to large-scale user conferences to self-serve virtual digital interfaces. Companies that do this will significantly increase their winnings in new emerging markets and retain customers.
a hybrid approach to sales and marketing is crucial for businesses that want to thrive in the upcoming fiscal quarters.
What can businesses do to build trust with potential customers?
In a world dominated by fake news, trust is more complex to build than ever, creating significant challenges for businesses. Without confidence in your business, there are no customers. A responsive and efficient customer service department is a surefire way to build trust with your existing customers.
But building trust with prospective new customers is a more nuanced affair. To create trustworthiness in your business, start from the top down. The C-Suite visibility and customer engagement factors are critical to the trust infrastructure. Through elements of multimedia storytelling that not only resonate but is credible and believable, C-Suite messengers will advance building bridges toward trust.
Beyond the C-Suite, don't forget those advising decision-makers. Team leads that report to the C-Suite with reams of competitive research, customer insights, and data analytics charged with making recommendations and answering tough questions created by the C-Suite are just as critical to business mission success. Everyone rushing to the feet of the shot-caller while bypassing these folks who regularly interface with them will result in missed opportunities.
Also, be mindful that people are inherently more likely to trust other people faster than they are to trust a business. So, another great way of establishing credibility early on is to be aware that anyone interacting with your brand is potentially a word-of-mouth ambassador "Yelping" the good and the bad experience or quality of your products and services. That is why it's essential to publish quality multimedia content consistently and to review its success, modifying accordingly as the data dictates. Artificial intelligence and machine learning make analyzing your content's performance more accessible than ever, so there is no longer an excuse for taking a 'set it and forget it' approach. AI is an incredible tool; use it to discern and learn, adapting your strategy successfully.