Even though 53% of B2B buyers responding to a recent Forrester survey have used a digital channel to complete a purchase, many respondents said they were dissatisfied with the ease of doing business when purchasing digitally. But while many B2B sellers recognize the need to address buyer dissatisfaction, Forrester finds that addressing that problem is impeded by three key organizational roadblocks:
- Misalignment or lack of prioritization of digital initiatives
- Fuzziness around internal responsibilities and accountability when it comes to managing the digital experience
- Constraints when it comes to people, technology, and budget
The starting point for overcoming these obstacles is for B2B marketers to incorporate key elements of their brand strategy throughout the digital experience, according to the report, “Align B2B Digital Experience To Brand Experience And Customer Experience To Foster Growth.” In other words, B2B marketers need to describe what their company stands for, what it does, and what it strives to achieve.
“Where the digital channel adds value is bringing the brand to life, and that starts with what the brand stands for and what is the company’s brand vision,” says Renee Irion, principal analyst at Forrest and the lead author of the report.
The report identifies four critical elements of a B2B marketer’s brand strategy:
- The brand vision, which emotionally connects the audience to the business.
- The brand identity, which sets the voice, tone, and feeling for all of a company’s go-to-market activities.
- Brand positioning, which connects the targeting audience’s pain points to the brand to build a strong emotional connection and brand image in the minds of the target audience.
- Brand differentiators, which highlight a core set of attributes that distinguish the businesses’ offerings, such as culture and vision. Brand differentiators inform how aspects of the digital experience, such as content and services, can demonstrate these attributes, the report says.
Another top priority B2B decision-makers identified is improving the customer experience, which can boost customer satisfaction and loyalty and increase the likelihood of positively influencing customer perceptions.
“Improving the customer experience correlates with customer loyalty and can lead to cross-selling and upselling opportunities,” Irion says. “The customer experience is an extension of the brand experience.”
Customer experience best practices include identifying the customer and their needs so the marketing, customer experience, design, and customer research teams can understand customer needs, expectations and pain points. These are all key to optimizing digital experiences.
“A business can’t approach [marketing, customer experience, design, and customer research] independently,” Irion says. “There has to be as strong a connection as possible between them to improve the customer experience
Developing a customer roadmap that defines long-term initiatives is also recommended because it can help marketers focus on the customer journeys. A roadmap can also help B2B marketers where digital engagement channels can play a central role in delivering experiences that better meet customer needs, and help customers quickly achieve their goals.