As many as 64 percent of B2B marketers indicate that the organization they work in is sales driven and that marketing plays a facilitating role within that. You can also picture it like this: marketing that gives the sales guys the tools for their product presentation, and ensures that they go on the road with the right brochures.
Digital touchpoints
Leaflets, brochures, product presentations, sales calls , customer visits, quotes and price negotiations are a number of classic B2B touchpoints that mainly focus on the 'becoming a customer' phase and that demand a lot of attention from the marketing departments in B2B. If you break through this 'classic' image and as a B2B organization also pay attention to digital touchpoints and to the 'being a customer' phase, then that is appreciated.
Also read: The modern B2B marketer is once again paying attention to people
To underline this: in 2016, B2B publisher Vakmedianet won the prestigious DDMA Customer Data Award. Ceesjan de Vos, CMO of Vakmedianet, tells us about it:
As a B2B publisher, we have completely transformed in recent years – from print to online, from display to content, from mass to personalized and from outbound to inbound. – Source: DDMA
Every B2B marketer will have to make this hong kong mobile number format move: more online, more from data and more from the customer and a little less from sales. Otherwise it will be difficult to optimize the customer journey as a whole.
What can B2B marketers focus on?
Fortunately, B2B marketers do not believe that they alone have a role in optimizing the customer journey. B2B marketers indicate that every employee in the organization is responsible for CX.
b2b customer journey 3
Are you a B2B marketer? Take up the challenge. Walk over to a colleague in customer support and map out the questions that come in. Who knows, you might be able to write a great article or whitepaper about it and reach customers in the 'use' and 'service' phases via your website. And before you know it, you will attract new customers with this approach and introduce a more inbound-oriented customer approach into your organization.