How to offer a good B2B digital experience?
Posted: Thu Dec 26, 2024 4:22 am
Customer experience is on the lips of all marketers email data and salespeople, but what about digital? Whether you are in B2C or B2B, this point is crucial for your sustainability because yes, digital is omnipresent. From a B2B point of view, digital is experiencing some delays in development. Offering a good B2B digital experience is therefore becoming very urgent. But what areas should we focus on? Should we adopt a complete digital strategy?
Well, I would say that offering a good B2B digital experience involves all digital channels. However, not all structures have the means (human, financial or technical) necessary to make a complete digital strategy. Therefore, it is necessary to be able to put in place a few points corresponding as much as possible to the requirements of consumers.
So let’s see together how it is possible to offer a good B2B digital experience?
Why should a good B2B digital experience start with content creation? Quite simply, because content is your web showcase. Today, 74% of Internet users find out for themselves before making a purchase. Content, whatever it may be, has real benefits which are:
Provide visibility on the web, particularly through natural and paid referencing
Demonstrate your know-how and credibility on different subjects in order to be a true opinion leader
Stand out from the competition by creating original content.
The influence that content has through its qualities allows for an optimal B2B digital experience.
Creating content, whether written, video or artistic, is a real added value for a company. Whether B2C or B2B, creating content offers a good B2B digital experience. Indeed, whatever content it is influences and offers an emotion that can encourage a lead to buy. In addition, the more pleasant the content, the more it is shared by your community and therefore, you turn your leads into consumer-actors. Today, offering a good B2B digital experience involves engaging your community but also your leads. Without going as far as converting the lead, engagement can take different forms which are:
Subscribe to a newsletter
Download white papers or ebooks
Exchange with the brand
Follow the brand on its various social networks
Engagement through content therefore offers a good B2B digital experience which is today necessary for the sustainability of a business.
Do marketing tools really promote a good B2B digital experience? If we take marketing automation for example, there is a real opportunity for digital experience. Whether you are a customer or a business, this marketing tool has many advantages which are:
Scheduling specific content sends that follow a pre-established scenario.
The lead scoring system to see if a person has the potential to buy a product or service
Capturing customer attention through processing
To know with the help of Google Analytics which pages are working best.
The goal of marketing tools, especially those geared towards AI, is to strengthen the customer/company bond. Because yes, with the rise of digital, this close link between human and digital has been amplified. It is not a question of taking a radical position towards digital but rather of pushing towards an effective user experience that brings back to you a solid base of leads.
However, marketing tools are not limited to marketing automation. We can cite as examples other tools offering a good B2B digital experience such as:
Chatbots that help promote customer relations
Blockchain for data security
Social networks for individual/business interaction
Just like the customer experience, customer relations are on one of the strategic axes that all companies wish to improve. New customer relations technologies such as chatbots or artificial intelligence make it possible to strengthen this customer relationship. We had written in a previous article that chatbots will make it possible to respond to simple problems. These make up more than 80% of customer requests. Chatbots, due to their availability and speed, satisfy a good number of customers.
Chatbots and AI provide a good B2B digital experience for the following reasons:
Ultra-personalization of the customer experience by responding to a customer request quickly
Connecting a person with a brand technician for more complex problems
Not having to wait for hotline opening hours to be able to communicate with a brand
Because they allow a brand to take them into consideration. Therefore, the consumer is a full-fledged player in the sales process.
Chatbots and AI therefore offer a good B2B digital experience since they offer an alternative to customer relations from a digital point of view. In short, offering a good B2B digital experience must be based on at least three points which are:
Content creation
Marketing tools
Digital customer relationship tools.
If you liked this article, check out our page dedicated to customer experience or read our article on the link between social networks and B2B . Would you like to be supported in your efforts to increase your leads ? We invite you to contact our teams for more information.
Well, I would say that offering a good B2B digital experience involves all digital channels. However, not all structures have the means (human, financial or technical) necessary to make a complete digital strategy. Therefore, it is necessary to be able to put in place a few points corresponding as much as possible to the requirements of consumers.
So let’s see together how it is possible to offer a good B2B digital experience?
Why should a good B2B digital experience start with content creation? Quite simply, because content is your web showcase. Today, 74% of Internet users find out for themselves before making a purchase. Content, whatever it may be, has real benefits which are:
Provide visibility on the web, particularly through natural and paid referencing
Demonstrate your know-how and credibility on different subjects in order to be a true opinion leader
Stand out from the competition by creating original content.
The influence that content has through its qualities allows for an optimal B2B digital experience.
Creating content, whether written, video or artistic, is a real added value for a company. Whether B2C or B2B, creating content offers a good B2B digital experience. Indeed, whatever content it is influences and offers an emotion that can encourage a lead to buy. In addition, the more pleasant the content, the more it is shared by your community and therefore, you turn your leads into consumer-actors. Today, offering a good B2B digital experience involves engaging your community but also your leads. Without going as far as converting the lead, engagement can take different forms which are:
Subscribe to a newsletter
Download white papers or ebooks
Exchange with the brand
Follow the brand on its various social networks
Engagement through content therefore offers a good B2B digital experience which is today necessary for the sustainability of a business.
Do marketing tools really promote a good B2B digital experience? If we take marketing automation for example, there is a real opportunity for digital experience. Whether you are a customer or a business, this marketing tool has many advantages which are:
Scheduling specific content sends that follow a pre-established scenario.
The lead scoring system to see if a person has the potential to buy a product or service
Capturing customer attention through processing
To know with the help of Google Analytics which pages are working best.
The goal of marketing tools, especially those geared towards AI, is to strengthen the customer/company bond. Because yes, with the rise of digital, this close link between human and digital has been amplified. It is not a question of taking a radical position towards digital but rather of pushing towards an effective user experience that brings back to you a solid base of leads.
However, marketing tools are not limited to marketing automation. We can cite as examples other tools offering a good B2B digital experience such as:
Chatbots that help promote customer relations
Blockchain for data security
Social networks for individual/business interaction
Just like the customer experience, customer relations are on one of the strategic axes that all companies wish to improve. New customer relations technologies such as chatbots or artificial intelligence make it possible to strengthen this customer relationship. We had written in a previous article that chatbots will make it possible to respond to simple problems. These make up more than 80% of customer requests. Chatbots, due to their availability and speed, satisfy a good number of customers.
Chatbots and AI provide a good B2B digital experience for the following reasons:
Ultra-personalization of the customer experience by responding to a customer request quickly
Connecting a person with a brand technician for more complex problems
Not having to wait for hotline opening hours to be able to communicate with a brand
Because they allow a brand to take them into consideration. Therefore, the consumer is a full-fledged player in the sales process.
Chatbots and AI therefore offer a good B2B digital experience since they offer an alternative to customer relations from a digital point of view. In short, offering a good B2B digital experience must be based on at least three points which are:
Content creation
Marketing tools
Digital customer relationship tools.
If you liked this article, check out our page dedicated to customer experience or read our article on the link between social networks and B2B . Would you like to be supported in your efforts to increase your leads ? We invite you to contact our teams for more information.