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6 Reasons to Make B2B Customer Satisfaction a Digital Marketing Priority

Posted by Chris Thornton on Jan 24, 2017 6:53:23 PM

Customer satisfaction sits at the core of key concepts in marketing, and yet many marketers still don’t give it enough attention. Digital marketing provides a cost efficient modern marketing approach that nurtures customer satisfaction, is easily tracked, and unprecedented opportunities to measure ROI. Here are six reasons your digital marketing agency should be working to help YOU maximize customers' satisfaction.

1. Repeat sales are valuable

It’s a simple concept—happy customers are likely to remain customers long term and are the best option for your next sales lead. Unhappy customers try out your competitors and in some situations, provide negative feedback. Digital marketing, especially through use of marketing automation software, makes it very easy to unobtrusively follow up on a sale and nurture follow on business. However, that only works if the first sale left the customer satisfied.

6 reasons to make B2B customer satisfaction a digital marketing priority
2. Word-of-mouth is potent in the B2B industrial community

Every marketer dreams of driving positive word of mouth, especially in tight knit industrial communities, where highly skilled staff tend to pursue careers within a business sector. A strong history of success will move with these industry experts as they impact other companies in the industrial community. That only happens if you leave a path of collaboration and success.

3. Follow up that PO with aggressive professionalism

The buying cycle for most industrial sales doesn’t end with a signed purchase order, it ends when the team successfully launches that new product or captures market share in a new market.  If you laid the right groundwork, they’ll be glad they chose to engage with your company. Aggressively pursue listening to the customer’s voice and develop the right communication tools that enable you to confirm and act on what your customer is asking for. Take a few bullets if you need to but protect those that supported the decision to do business with you.

4. Developing effective buyer personas that generate the right sales leads

Key in knowing how to market your product is the buyer personas, that you need to target. Is your target the engineer developing the specifications? If so what will he be searching for to solve his product requirements. Is it special technology, a collaborative approach to cost reduction or just a competent vendor that listens. Know your customer and use his language in your strategic marketing plan. And don’t forget that once you demonstrate technical competence you still are required to speak the language and meet the needs of the purchasing department before you get the PO. Targeting only the technical sales and ignoring the purchasing constraints can be disastrous. Many deals have been derailed well into the final stages of the buyer’s journey when satisfying the purchasing manager has been ignored. 

6 reasons to make B2B customer satisfaction a digital marketing priority

5. Market segmentation and specialization in B2B marketing

As you dig deep into the personas that buy your products, you can spot trends in your marketing data that otherwise would be hidden in the noise. Data can be used to expose opportunities for market segmentation and specialization in areas that you can provide exceptional customer satisfaction. Sometimes, the results driven by different marketing approaches are wholly unexpected. We find that marketing automation software not only makes finding these hidden opportunities feasible but is enjoyable as many times success can be tied directly back to a single web page or blog topic that attracted that big deal. 

6. Enhanced by efficiency of inbound

In many ways, inbound marketing is wholly dedicated to this concept of nurturing customer satisfaction.  High quality, helpful and usable content helps your company establish authority in your target market driving a consistent perception being helpful. If you understand what makes you customers need and what keeps customers satisfied your customer satisfaction will naturally improve as a result.

To put it simply: digital marketing, combined with industry leading marketing automation software provides easy access and organization of data that can transform your business and drive industry leading customer satisfaction. At Open Path Digital we are always happy to chat about your industry, how what we do may fit in and together we can see if we are a fit for your business.

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Topics: Manufacturing

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