Differentiation through B2B customer experience
Digital Marketing Manager
TSL Consulting Pvt. Ltd.
With countless solutions and sellers available online, and customers equipped to research for themselves, the predominant question in their mind is not WHAT to buy but WHY to buy from a particular brand. The answer to this ‘why’ can only be achieved through differentiating yourself from your competitors.
How can differentiation be achieved?
As part of the B2B customer experience strategy, the foremost course of action that comes to mind is, of course, content. Simple, relevant, and value-driven practical content is the very heart of differentiating a brand’s offering with the target audience.
Given the increasing need for visibility today, nearly every business is content-conscious and churns more information into the already saturated web, leading to an overall digital “sameness”. Marketers have settled into the comfort zone of tried and tested strategies – essentially moulding themselves into the cookie-cutter consultants. While going through the motions of leading a customer through the sales funnel, providing a memorable customer experience takes a back seat even while knowing its importance.
Especially for marketers in the technology domain where the solutions provided are similar to each other, marketers need to stir an emotional response along with offering superior solutions to break through the digital sameness and to spur the customers to act and respond.
Implementing a unique B2B customer experience strategy that delights customers and using creative channels of communication to smoothen the customer’s journey are the key to achieving brand differentiation in the digital realm.
While unique ideas and tactics are brought forth frequently, the instinct of most marketers is to avoid those ideas if no competitor has implemented them before. However, this is exactly where the cookie-cutter mould can be shattered. A new strategy can be always be tried on a small, specific group of the target audience for efficacy, and then it can be modified according to the results.
Prioritizing value-driven content development is of course not an option. It is an essential part of the B2B customer experience strategy. However, testing creative marketing tactics and trying out new channels to communicate with target buyers is also necessary for brands to differentiate themselves in the expanded digital world.
Razor-focus on differentiation will help brands break away from the red ocean where the only focus is to drift away from the clutter and sail into the calm blue ocean where the goal is to achieve business growth through differentiation and innovation.