In a recent article, Forbes reported that B2B marketers should spend more time focusing on the 1:1 relationships with their customers. In the B2B marketing world, one-on-one interactions with customers are essential to the success of a business.
To help companies develop successful relationships with customers through marketing, Forbes offers the following recommendations:
Communicate with all Departments
One of the keys to keeping customers happy is taking the time to get acquainted with and educate them. But this shouldn’t be limited to just one department. According to Forbes, “It’s equally important for B2B organizations to concurrently work to develop relationships with individuals from different, relevant departments of the customer organization.” Taking the time to explain how your product works specifically for each part of your customer audience allows customer employees to better understand how your product can positively impact their job. This approach will not only help with adoption, it will also propel customers to think more positively about your product and overall brand. Taking these proactive steps early on is essential when it’s time for the customer to decide if they are going to stay with you or move to another provider.
Focus On Individual Customers
We can all agree that focusing on each individual customer is key. It’s especially important to recognize that no two customers typically have the same problem, so every problem must be tackled individually. Going the extra mile to make sure problems get solved and devoting the time and energy into each customer, treating them as if they were the only customer, should become second nature to marketers.
Manage Customers In Between Purchases
Gaining the attention of a customer is only the first step in the marketing process. Keeping a customer happy so they remain a customer is an ongoing effort. Marketing teams must constantly work on ways to keep customers engaged, even when they’re not in the buying phase. Targeted email and social media campaigns are ways to stay in front of customers while keeping them informed on what’s happening in the industry as well as with your product, so relationships stay strong in-between purchases.
Here at Mediafly, we devote all of our time and energy into every one of our customers individually. We treat our customers’ problems as if they were our own. Want to read more about our Customer Success philosophy? Check out a recent blog by our VP of Customer Success, Lou Jacob, on why it is so important to not just support customers, but work towards helping them succeed.
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