Architecting the Ultimate B2B Customer Experience (2021)

Today’s B2B buyers are sophisticated, emotional, and more complex than ever. They need to not only see a “business value add” to fulfil their business objectives, but also a “personal value add” from brands that support their progress as individuals. B2B buyers also want information, a show of interest, clarity, and compelling benefits from suppliers to help them make effective decisions.

B2B marketers know that they need to make customer experience (CX) a top priority and create superior customer journeys. That means really understanding their customers, connecting with them, and moving past outdated strategies and tactics to deliver more personal, relevant experiences.

Through over 3,000 interviews with buyers and key decision-making influencers, we conducted a robust exploration into the B2B customer with our Merkle B2B colleagues. Our research enabled us to identify four “superpowers” that allow B2B marketers to create the ultimate B2B customer experience.

Download our report to learn about applying these four value-adding superpowers, and where in the customer journey are they most important:

1. Reliability – full basic requirements

2. Understanding – provide tailored and adaptable customer experiences

3. Enrichment – directly benefit the individual decision-maker

4. Pre-eminence – position your brand as sophisticated, modern, and a leader within your field

Webinar recordings

Our expert panel provides a synopsis of our brand new whitepaper on the ultimate B2B experience, discussing it’s key themes in detail, as well as a deep dive into the findings from our survey of over 3,000 B2B decision makers – which informed the basis of the whitepaper. You’ll have the opportunity to delve into the key ingredients that drive the ultimate B2B customer experience.

• The story behind the research; why is now an important time to focus on B2B customer experience?

• A deep dive into the research headlines

• Learn the basic requirements that must be fulfilled for businesses to survive

• Discover how satisfied B2B decision makers are with supplier experiences

• Learn how well B2B brands deliver against customer needs

• Differences across audiences and business sizes (I.E. millennials vs gen z vs baby boomers & SMEs vs Enterprise)

• The solutions that create the ultimate B2B experience

Dive into the industry-specific findings

In this ‘Superpowers’ webinar series, experts from B2B International and Merkle B2B will conduct deep dives into the needs and expectations of B2B buyers across four key industries: Technology, Professional Services, Manufacturing, and Finance. Each webinar will look at the customer journey and uncover ways for marketers to add business and personal value to their customers’ experiences.

• Creating the Ultimate B2B Experience in the Technology Industry: This webinar, focused on the Technology sector, will analyze buyers’ interactions with brands across hardware, IT services, software, and telecoms.

• Creating the Ultimate B2B Experience in the Professional Services Industry: This webinar, focused on the professional services sector, will analyze buyers’ interactions with brands across accountancy, consulting, and legal services.

• Creating the Ultimate B2B Experience in the Manufacturing Industry: This webinar, focused on the manufacturing sector, will analyze buyers’ interactions with brands across commodity products, specialized and precision-engineered components, and machinery.

• Creating the Ultimate B2B Experience in the Financial Services Industry: This webinar, focused on Financial Services, will analyze buyers’ interactions with brands across banking, business payment cards, credit and leasing services, and payment processing/merchant services.

Watch the industry-specific recordings >

 

 

 

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