Why Customer Service Should Be Part of Your B2B Marketing Strategy

Female Typing on a Laptop with a Teacup 740x460
When it involves B2B, many leaders already know that the advertising and marketing and gross sales relationship is vital to success. The trade of data between these groups makes it doable to get a full view of the client and ship related experiences — one thing 69% of them count on. But there’s a 3rd associate you will have missed: service. 

While gross sales and advertising and marketing work collectively to deliver clients via the funnel, the customer support crew can construct on that momentum by providing beneficial insights and connection factors to assist set up the robust relationships that clients crave and companies want for long-term worth. Service engagement is essential to constructing a cohesive buyer journey. 

Need proof? While 76% of clients count on constant interactions throughout departments, 54% say it looks like gross sales, service, and advertising and marketing don’t share data. For actuality to reflect expectations, these features should work collectively.

There’s a purpose why we, as entrepreneurs, obsess over buyer expertise. More information, more insights, and shared data throughout advertising and marketing, gross sales, and repair drives a more seamless expertise in your clients, which strengthens your model, will increase satisfaction, and grows retention. Before I discovered my residence in advertising and marketing, I took on a number of roles in customer support and gross sales. So I’ve skilled firsthand the success that comes from aligning these groups. It’s virtually magical. 

Here are three causes it is best to incorporate the service crew into your B2B advertising and marketing technique.

1. Customer service gathers front-line information that gross sales and advertising and marketing might miss.

Today, nice customer support isn’t about outdoing your opponents; it’s about competing with a customer’s final greatest buying expertise — in any house. “Customers count on it to be simple to do enterprise with a model,” mentioned Joy Corso, chief advertising and marketing officer at Vonage. “When the expertise doesn’t meet their expectations, belief is damaged. You’ve simply given them a purpose to query their alternative.”

Related Post  How to use the IF / THEN rules for a more productive business

Service crew members can simply gauge the general well being of buyer relationships via their on a regular basis conversations. They gather beneficial insights on shopping for ache factors, product satisfaction, and perceived gaps within the buyer journey. Sales reps and entrepreneurs can combine these insights into their very own efforts and keep away from upselling and cross-selling missteps. 

But the synergies don’t cease there. When service crew members have entry to gross sales and advertising and marketing information, they’re higher positioned to nurture at-risk accounts and assist offers in progress.

“I’m unsure folks actually admire the sort of information you get out of your customer support crew. They’re a treasure trove of insights,” Corso defined. “These insights could be completely different from gross sales and advertising and marketing, however they’re equally as necessary to get a data-driven image of the client. If you may paint that image, you may serve up options whenever you see they’re having a difficulty. You can serve up potential new merchandise if you already know the place they wish to take their enterprise. You can triage issues earlier than they develop into an issue.”

Vonage CMO Joy Corso just lately appeared on the Marketing Trends podcast to speak about the position of today’s CMO, the worth of integrating customer support into your B2B advertising and marketing efforts, and leveraging your martech stack.

2. Technology makes it simple to include service into your B2B advertising and marketing efforts.

In today’s digital world, you don’t should depend on guide processes, in-person conferences, and even video calls to maintain inside groups related. In truth, many companies have already got a CRM in place to offer a single supply of reality for buyer information. 

Related Post  The 40+ Best Email Subject Lines for Sales

But gross sales and advertising and marketing aren’t the one groups that stand to learn from this data. When you incorporate service into your martech options, all three teams can share, obtain, and act on data in actual time. When you allow service out, you’re limiting how efficient your expertise stack will be. 

“The aim was once getting clients to remain in your web site so long as doable,” Corso mentioned. “Now, it’s not simply retaining them engaged, it’s additionally getting them to the best spot — serving to them get from level A to level B as rapidly as doable with the least quantity of friction, and ensuring they get what they need and want. ”

She famous, “We’re all clients, and when it’s important to give your data a number of instances, it’s onerous. There’s a magnificence to it when corporations get it proper.”

3. Customer expertise is a crew sport.

At its core, B2B advertising and marketing is about placing your consumers on the middle of each interplay — irrespective of who they interact with at your small business. 

Just like a rowing crew goes quicker when all oars are within the water, your gross sales, advertising and marketing, and repair groups will ship higher buyer experiences quicker when they’re in sync on which accounts to focus on, how greatest to interact and develop these relationships over time, and what success in the end appears to be like like.

“It’s a crew sport,” Corso mentioned. “You burn rather a lot of energy when you’re not getting into the identical path. Business leaders want to verify their groups are aligned and dealing collectively to ship the perfect buyer expertise doable.” 

Related Post  How to Get More Views on TikTok: 10 Tips & Tricks

Hear more insights from Vonage CMO Joy Corso in this episode of The Marketing Trends podcast.

Learn more about aligning gross sales, advertising and marketing, and repair with an account-based advertising and marketing strategy with these B2B marketing resources from Salesforce.

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.