The importance of CX (Customer Experience) in B2B sales
Posted: Sun Jan 19, 2025 3:45 am
Did you know that according to Accenture, one third of customers have abandoned a brand because their experience was not personalized enough? Applying loyalty strategies to your b2b sales will help you ensure success in your sales forecast .
In fact, customer experience is a factor to be taken into account in each of the stages of the B2B sales funnel: from attraction to after-sales service. Especially in B2B, where the customer life cycle is longer than in B2C. And recommendations between professionals are of great importance.
We recommend this webinar dedicated to B2B salespeople . In it, vietnam email list e explain how to train your salespeople in B2B sales. We talk about how to create your dashboard and measure sales performance, tools to shorten B2B sales cycles, and much more!
Understanding the B2B buying cycle that a potential customer will follow is vital to successfully developing an Inbound Marketing strategy . Users go through different stages when interacting with a company.
3. Particularities of the B2B purchasing cycle
Depending on the phase of the buying cycle they are in, potential customers demand different things.
The conversion funnel will allow you to know what each user needs to move forward and become a final customer (and later, to build loyalty and turn them into ambassadors for your brand).
To successfully guide potential customers through the conversion funnel, you will need to attract quality traffic to your corporate media.
This would be the purchase cycle or B2B sales funnel:
b2b sales
Inbound Marketing provides companies with 2 fundamental tools to assess and qualify business opportunities:
Lead Scoring : is a tool that allows business opportunities to be systematized to give them a score and facilitate their classification by the Business Department.
Lead Nurturing: By offering content depending on the stage of the potential client's journey, you can build personalized, valuable relationships that will help you increase your conversion rate.
The target audience of B2B sales also requires targeted and segmented marketing actions. Moreover, B2B decision-makers investigate in depth how their suppliers can help solve a specific problem.
Inbound Marketing becomes a perfect solution to turn your website into the best source of information and connect with the needs of your target audiences .
inbound marketing guide
4. How to plan a commercial strategy in B2B sales
Data and metrics-driven. In the B2B sector, metrics are key to helping B2B sales teams focus their efforts on strategies that demonstrate the best performance. They also help deliver a sales experience that truly wins over customers.
Generate data. It will allow us to make decisions and advance prospects through the different stages of our B2B sales pipeline.
Reaching decision makers. Marketing plays a very important role in this process. Keep in mind that in B2B sales, it is conquest, trust and loyalty that dominate.
As we mentioned earlier, most companies search for their suppliers online. If you want to gain visibility and create a relationship with your potential buyers, you must invest in Inbound Marketing techniques, generating interesting content for your audience and attracting potential customers.
b2b sales
5. Steps in the B2B sales process
STEP 1: Know the profile of ideal clients
If you don't know who you're selling to, you'll hardly be able to achieve good results in B2B sales. Dedicate yourself to knowing the profile of potential customers before investing in marketing and sales and ending up spending time and money on the wrong audience. There are many ways to know your potential customer, such as the following:
Through the keywords they insert into search engines
Presence on social networks
Behavior on your website
Surveys with the current customer base
Conversion forms with relevant information fields
IMGs_NL_Questionnaire
STEP 2: Qualify the leads
Lead qualification is a technique that prevents rushing your B2B sales process. It is about understanding what stage of the buying journey the prospects who have arrived, in one way or another, at your company are in.
Not all potential customers are ready to close a deal right away. That’s why it’s up to marketing and sales teams to recognize where the leads are and identify who is ready to buy and who needs to be nurtured further throughout the sales cycle.
In fact, customer experience is a factor to be taken into account in each of the stages of the B2B sales funnel: from attraction to after-sales service. Especially in B2B, where the customer life cycle is longer than in B2C. And recommendations between professionals are of great importance.
We recommend this webinar dedicated to B2B salespeople . In it, vietnam email list e explain how to train your salespeople in B2B sales. We talk about how to create your dashboard and measure sales performance, tools to shorten B2B sales cycles, and much more!
Understanding the B2B buying cycle that a potential customer will follow is vital to successfully developing an Inbound Marketing strategy . Users go through different stages when interacting with a company.
3. Particularities of the B2B purchasing cycle
Depending on the phase of the buying cycle they are in, potential customers demand different things.
The conversion funnel will allow you to know what each user needs to move forward and become a final customer (and later, to build loyalty and turn them into ambassadors for your brand).
To successfully guide potential customers through the conversion funnel, you will need to attract quality traffic to your corporate media.
This would be the purchase cycle or B2B sales funnel:
b2b sales
Inbound Marketing provides companies with 2 fundamental tools to assess and qualify business opportunities:
Lead Scoring : is a tool that allows business opportunities to be systematized to give them a score and facilitate their classification by the Business Department.
Lead Nurturing: By offering content depending on the stage of the potential client's journey, you can build personalized, valuable relationships that will help you increase your conversion rate.
The target audience of B2B sales also requires targeted and segmented marketing actions. Moreover, B2B decision-makers investigate in depth how their suppliers can help solve a specific problem.
Inbound Marketing becomes a perfect solution to turn your website into the best source of information and connect with the needs of your target audiences .
inbound marketing guide
4. How to plan a commercial strategy in B2B sales
Data and metrics-driven. In the B2B sector, metrics are key to helping B2B sales teams focus their efforts on strategies that demonstrate the best performance. They also help deliver a sales experience that truly wins over customers.
Generate data. It will allow us to make decisions and advance prospects through the different stages of our B2B sales pipeline.
Reaching decision makers. Marketing plays a very important role in this process. Keep in mind that in B2B sales, it is conquest, trust and loyalty that dominate.
As we mentioned earlier, most companies search for their suppliers online. If you want to gain visibility and create a relationship with your potential buyers, you must invest in Inbound Marketing techniques, generating interesting content for your audience and attracting potential customers.
b2b sales
5. Steps in the B2B sales process
STEP 1: Know the profile of ideal clients
If you don't know who you're selling to, you'll hardly be able to achieve good results in B2B sales. Dedicate yourself to knowing the profile of potential customers before investing in marketing and sales and ending up spending time and money on the wrong audience. There are many ways to know your potential customer, such as the following:
Through the keywords they insert into search engines
Presence on social networks
Behavior on your website
Surveys with the current customer base
Conversion forms with relevant information fields
IMGs_NL_Questionnaire
STEP 2: Qualify the leads
Lead qualification is a technique that prevents rushing your B2B sales process. It is about understanding what stage of the buying journey the prospects who have arrived, in one way or another, at your company are in.
Not all potential customers are ready to close a deal right away. That’s why it’s up to marketing and sales teams to recognize where the leads are and identify who is ready to buy and who needs to be nurtured further throughout the sales cycle.