But collecting feedback can also be proactive. Let customers have their say. Organize customer panels and ask the companies you do business with what they encounter in their own customer contact. The trend report shows that this approach in particular can lead to the creation of personas that you can then use to create the right content.
To create personas, we conduct qualitative research. This means that we talk to the customer about their experiences. The great advantage of B2B is that you are very close to the customer, know them well and can easily get in touch with them. And despite the differences that you see in advance, a characteristic image appears after a few interviews. For example, after about 15 conversations we already saw a clear trend emerging due to overlapping answers. – Source: B2B Marketing Trend Report 2017
This way you collect valuable data that you can bundle into snackable content . Especially if you discover a common thread in customer experiences, you can very well indicate how you deal with this as an organization. And it is an excellent way to make clear how you measure customer satisfaction. Therefore, do not only write out the answers obtained, but also make it clear that you, as a B2B organization, collect customer feedback in this way.
After all: even in the purchasing process, hong kong mobile number format customer satisfaction and the way in which you as an organization shape this is an important decision factor.
If you are wondering what snackable content consists of, take a look at the previously mentioned Vakmedianet . This organization makes clear what is considered attractive content in B2B.
Valuable content forms
For example, white papers, tips from colleagues, editorial articles, case studies, slide shares and explanations of legal texts in B2B are considered valuable content forms. And perhaps you can organize a training or seminar about the latest change in legislation in your industry. And let people know via social media that you have created something beautiful.
And before you know it, as a B2B marketer you will be much more present in all parts of the customer journey, you will collaborate much more with sales and customer support and many more people within your organization will be involved in CX.