Impressive brand experiences, prompt customer service key to retaining B2B buyers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2022, 8:25 AM UTC

When it comes B2B marketing, businesses must look at every customer touchpoint as an opportunity to communicate authenticity and value.

B2B businesses must focus at developing a brand image that customers find credible and trustworthy. Marketers must focus on offering a positive brand experience at every customer touchpoint, be it navigating the official website or reading blog content.

Businesses must prioritise retaining existing customers and delivering value, over a long period. This is important, given that customers seek brands they can trust and rely on to meet their needs. Marketers need to go beyond making promises and actually deliver efficient customer service.

Additionally, many B2C brands have created loyal customer bases by creating meaningful movements. B2B companies can also follow this B2C tactic and attract customers by driving conversations around subjects or topics they believe in, irrespective of the industry the business belongs to.

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