How Can Digital Marketing Strengthen the Customer Experience in B2B?

By Mike Reiss- Apr 16, 2022 412

Over the last few months, like most companies, you have certainly put in enough effort to adapt to the health context. To make sure your activity and your organization are not too damaged by the situation. Moreover, the proposed digital transformation between companies has contributed greatly to facilitating these changes. And they help growth. But have you thought about the meaning of your work and customer experience to offer you as a B2B company? Did you know that digital marketing is an asset in this relationship? Because, well used, it reinforces "human" and traditional thematic themes? Thanks to digital marketing, our tips for a successful B2B customer experience.


Start by listening to understand your person’s expectations 

Since the foundation of the customer experience is listening first, it’s important to show all the empathy with care to take care of your customers. 

Did you ask them how they lived during this time and what you can do for them? Do you know what their difficulties and needs are? Do you know their priorities? You need to be more discriminating with the help you render toward other people. You need more than luck to succeed in the affiliate business. The underlying trend is no longer the experience of buying products. And it's not because you're in B2B that you can avoid it! 

So why not take the opportunity to thoroughly rework your personas to be able to offer your prospects and customers inspirational and truly useful content on a daily basis?


Rely on data marketing 

Data marketing, also known as data-driven marketing, refers to marketing on the basis of data exploitation. But above all, are you able to capture and focus information about your contacts and their behavior about your brand and offer? To record the identified material during your personality study? To retrieve field information collected by sales representatives? And can it be effectively and reliably shared between marketing and sales teams? 

If this is not done yet, you should consider enabling yourself and the customer to travel from end to end. Like you understand that the reliability of the data collected will depend on the quality of the service 'client experience. For the marketing department, this is marketing automation software. And for sales teams you now have to rely on CRM, now present in many companies. And of course, enable them to synchronize and avoid destructive silos! 

Setting up these tools can seem a bit complicated or expensive. Notice that the marketing automation software has a fairly wide range that can integrate everything or even CRM. And it doesn’t need to climb on Hercules’s ’12 labors to make it work! (This is why our course offer is so popular with B2B SMEs who want to accelerate their digital transformation).


To facilitate messages and interactions with prospects and customers. 

Simplicity is one of the pillars of a successful customer experience. Of course, this is not so obvious and this effort of simplicity must be combined. Cody needs to be involved: share your research on your core personality, their daily pain, their objections, their ambitions ... revisit your offer if necessary and specifically see how you interact with prospects with all clients. And simplify your offers, messages, stages, automatic email promotion status, communication issues, as much as possible 

Establish a clean and personalized content strategy across all channels

Once these founding pillars are solidified, you can tackle the critical stage of B2B digital marketing. The content matches personality, the motivation that will interest your audience. Feel free to explore this topic with our articles on content marketing. 

You will be able to create a sense of complexity and attract the right audience to your digital ecosystem. And enrich your database with highly effective information. So that you can provide a valuable experience. No matter, it's a pre-sales stage, or newly driven customer service, or after-sales service. 

Thanks for the information thus collected ("first-party data"). You can even set up lead scoring strategies for each contact and trigger personalized actions. 

For example, you can also use paid promotions on social networks and use rescheduling at the right time to increase sales performance. 

Furthermore, if you've already improved your digital marketing approach, why not personalize your own approach to your strategic key accounts with more thanks to the ABM (account-based marketing) approach? 

Remember that people are the foundation of a successful customer experience


At Famenet, we see that our communications in the marketing or digital marketing department are sometimes discouraged. Because they understand that their companies are lagging behind their competitors internally after facing strong reluctance. Such as: "We did not wait to do business on the Internet and in our sector physical meetings, exhibitions and people are the first sources of business" ... 

We must not leave people! But justice must be combined with two approaches: to make your presence in a trade a success. For example, the flow starts with a good digital system. 

Such as involving internal sales. Real exchanges (at the right time) are still the most effective for B2B sales, even on video or phone! A great combination of digital technology and a great combination of trained and trained operators. 

On the other hand, there needs to be a good alignment between the marketing and sales teams and a good level of resources to be able to keep its promise.


Align the whole organization with the overall performance indicator 

There are, of course, ways to report performance indicators for many Indicators, well-known marketing KPIs, or all of the dimensions we've discussed to support digital tools. 

But, we have emphasized the importance of simplification and alignment of the entire company in terms of customer experience. So we advise you to select only a single customer satisfaction index. It brings your product to customers as well as the best original quality that will be your "Shepherd Star". 

Several options are possible to measure the customer experience. Often it involves the idea of ​​customer satisfaction.


Here are four options:

  1. the Net Promoter Score (NPS),
  2. the Customer Satisfaction (CSAT),
  3. the Customer Effort Score (CES) and
  4. the Customer Orientation Score (COS).


It all depends on your activity, your priority areas for improvement, and your maturity. 

The Net Promoter Score (NPS): It's very simple. The NPS is a score calculated from the responses of customers to a single question: "Would you recommend this company, this service, this store… to those around you?" ". Answers are given in the form of marks from 0 to 10. 

Customer Satisfaction (CSAT): undoubtedly the most common KPI for measuring customer satisfaction following a type of interaction with the company. Contact with customer service, an online order, a visit to a store, a complaint. The CSAT is based on a single question: “Were you satisfied with what you have just experienced? ". The answers are yes or no. 

The Customer Effort Score (CES): It's less well known. CES measures the effort required from customers when interacting with the brand. The Concept: The less effort required, the more satisfaction the customer can experience. For this reason, CES customer travel “moments of truth” are very valuable indicators for improvement at certain key stages. 

The Customer Orientation Score (COS): the COS is a standardized approach aimed at measuring and improving the company's customer orientation. The indicator is based on a two-dimensional diagnosis. A “Company” dimension measures the organization's customer culture and an “Employees” dimension which assesses the customer orientation of collaborators. 

Optimizing your efforts to develop this metric is the key to sustainable growth for all your customers and thus for your business.