B2B customers increasingly seek personalized and engaging experiences from their suppliers Marketing automation software publisher Marketo unveils a survey on the new challenges of B2B marketing. The firm interviewed 910 B2B clients and 305 marketing professionals in IT, finance, human resources and operations. The respondents reside mainly in Uruguay WhatsApp Number List United Kingdom, Germany and France. In a context where experience has become the determining factor that creates lasting customer loyalty, marketing departments must redouble their efforts to offer their B2B customers services tailored to their requests. More than half of marketers surveyed by Marketo (54%) say it’s harder to increase brand awareness than ever before, while 58% think converting leads to customers has become trickier . On the other hand, 56% say that customer retention has become a bigger challenge. The reason ?

The behavior of buyers has changed. Now it’s not just about selling a good service or a good product. Trends show that B2B commerce and its mechanics are getting closer and closer to B2C commerce. Sense and value of the brand objective, ethics, personalization of the experience… Professional customers are showing more and more appetite for what was still a few years ago the prerogative of B2C. Greater demands from customers on business ethics Marketo notes in its survey that beyond the desire of customers to be – rightly – treated fairly and just (85%), they attach great importance to the processing of their data during purchases. 84% of B2B customers consider it essential that the company seriously protects the data of the customer’s firm but also the personal information of the latter (83%).

Greater Demands From Customers On Business Ethics

Finally, 81% believe that it is the company’s duty to comply with best practices in the processing of sensitive data and information. Respect for the environment is also becoming a central issue in the choice of customers for their suppliers. 67% of buyers want to work with companies seeking to reduce their impact on the environment. Be careful not to fall for greenwashing , warns Marketo: “ Brands that claim ecological practices and cultures within their companies must be able to corroborate them with facts and evidence: people are on the lookout for misleading brands. and do not hesitate to denounce them publicly . ” Respect for human rights and the company’s employees are also a guarantee of trust for customers. 68% of B2B buyers highly value how a company treats its employees.


64% are looking to do business with brands that ensure their operations are fair to people, throughout the supply chain. Greater difficulty in retaining customers With the growth in the number of offers available in different markets, customers are indeed looking for companies with which they share a vision, an ideology or a goal close to theirs. This new way of doing business is radically changing the way marketers must now engage their customers, sell their products and work on their message. Almost half (48%) of marketers said they lost contracts in the past two years because they failed to sell the brand’s intrinsic sense of purpose, which pushed new ones customers and existing customers to look elsewhere. Marketo reveals an even more evocative figure: 30% of B2B buyers will disengage from a brand whose values ​​do not match theirs.

Greater Difficulty In Retaining Customers

In addition, customer loyalty is at half mast: 43% of them say they are still looking for a better offer. The survey thus joins the purpose of an Accenture study released earlier, revealing that 77% of consumers are retracting their loyalty more quickly than three years ago. In this context, Marketo recommends that professionals look at strategies like customer experience management (CXM) in order to shape engaging experiences. “ Young idealistic buyers are becoming more and more influential today. Businesses must act with integrity and offer a strong sense of brand purpose at all stages of the buying process. This is why the goal must be combined with other factors (such as privacy, data security and sustainability) . At the same time, the brand experience must be personalized, carefully managed and orchestrated, so that buyers receive exactly the right message, at the right time.

Overly similar content and metadata undermines the ranking of search results. Google favors the added value of each page. If too much content looks the same, this affects the quality of the results, Google penalizes copy-pasted content. 3. The performance of the website Finally, make the loading speed of your site and pages as fast as possible. Google will not highlight web pages that have too long to load, as this is unattractive for the user. In order not to suffer from this ranking factor, you must optimize your web pages. “ Performance doesn’t just make a site run faster, it also makes it more visible to others ,” says Splitt, “ because we want to make sure that the people who click on your page get the content quickly. This is one of the many signals that we are looking at .

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