Most Innovative Ways B2B Brands using to Reach Customers in 2017
Stats from the “The States of customer marketing 2017” report that up to 93% companies strongly agree with putting extra efforts into customer marketing activities. While 63% are adding tweaks in staff and budget associated with customer marketing.
Following Customer marketing trends are reported to be most effective this and most likely to prevail in 2017 and maybe a year ahead.
Testimonials are Important
Up to 62% of companies use testimonials for all the activities aimed towards customer marketing. Testimonials, based on the usage are ranked top among the list of most used customer marketing techniques. In addition, around 53% buyers rely on their peers before making a purchase decision because they are baffled due to the unlimited amount ads and emails bombarded on them.
This is creating a major shift in the purchase process as they trust their peers more than any sales or marketing personnel.
This also contributes to the tendency of millennial – the next big generation that will dominate the purchasing market – to the fact- check everything about a good or service they are considering due to this same trust issue.
With this prevalent attitude among the purchasing market, this reliance on customer reference to make the decision will only continue to grow in the coming years, as people see voluntary testimonials and references as more unbiased and transparent than sales pitches.
Emphasizing on Customer User Groups
According to research, up to 42% companies involve customer or user groups in their customer marketing activities. Those activities include meeting a sample of users face-to-face to help the company learn more about the target market and what they need and expect from the company.
The activity provides the consumer with an opportunity to learn about the company, and it's motivating a good number of brands to see the potential of holding on to customer user groups.
Furthermore, it allows companies to extract valuable information and opinion from their customers and to establish a responsive image towards the wants and needs of their consumer market.
With 41% companies still using newsletters as a customer marketing activity it won’t be wrong to say that newsletters are not going anywhere and is certainly a mainstay.
Companies are starting to break away from the traditional newsletter setup – they are optimizing and changing to entice more customers to keep up with their subscriptions and interact with the newsletter contents.
While many believe that newsletters are not as effective as social media when it comes to updating followers and customers of the company, there are still ways that businesses can drive customer relationship and retention through this method. It is especially effective with markets whose members are dependent on their emails for different types of work or activities.
In B2B industry up to 31% company have brought advocate marketing in use, and due to the effectiveness of the strategy, more companies are likely to tap into this activity shortly.
Advocacy marketing is defined as the kind of marketing that is aimed towards persuading the customers to talk about the company's products or services. Advocacy marketing works alongside other marketing activities such as customer testimonials and newsletters. It caters to a stronger relationship building between the customer and the company.
Advocacy Marketing and Testimonials
It has a preliminary effect on testimonials, as people who publicly advocate products or services they obtained from a company. Meaning, people will talk about the brand without being prompted to do so. This leads to new customers being inclined towards products or services recommended by their peers.
Customer Community Interaction Online
An online customer community is an interactive often gated website that a company sets up to collaborate on topics of mutual interest. There is nothing new about online communities; they have existed for more than 15 years. But, technological advancements led people to connect through social media and mobile devices that have boosted online communities’ presence in recent years.
Online communities allow brands to have an ongoing dialogue with customers without customers having to attach themselves to their specific identity. Moreover, platforms where these communities are set up allow anonymity for the customers. It will enable them to deliver honest opinions about customer service without having their opinions attached to their customer information.
Cross Sell Campaigns
Cross-selling refers to the practice of suggesting related products or services to an existing customer, while upselling is encouraging customers to purchase a comparably higher-end product from the one they are considering. However, some companies are still having second thoughts regarding cross-selling and up-selling but marketing professionals consider it to be an integral activity that many are missing out on.