It’s no secret that B2B buyers have become savvier with the emergence of the connected economy. They expect relevant content, offers, and support anytime, anywhere, and on their preferred device. Even as expectations continue to rise, however, trust in business and other institutions has declined dramatically.
As B2B firms scramble to transform for the digital future, marketers are developing new strategies, programs, and capabilities to enhance the customer experience and ensure customer success. According to ITSMA’s 2018 budget study, two-thirds of B2B marketing organizations are increasing investments in “engagement and advocacy” activities, including account-based marketing, customer experience management, satisfaction and loyalty, and customer success.
For many B2B marketers, though, the shift from a leads and logos focus to a comprehensive, digital-first lifecycle approach is just beginning. And the shift requires a substantial rethink of marketing budgets, priorities, and skills…even as the pressure on marketing to step up sales support continues to grow.
This ITSMA webcast provides highlights from our own recent research on next steps for marketers to consider, and showcases two specific programs from SAP and Cisco:
- Lisa Teore, Senior Director, Global Customer Marketing Loyalty & Advocacy Lead, SAP, explains the “Moments That Matter” program, a post-purchase customer engagement framework to strengthen customer relationships throughout their lifecycle while increasing retention and lifetime value
- Nichole Lemieux, Senior Digital Experience Manager, Cisco, reviews the development of Cisco’s cross-company “Customer Success in the Digital Future” program, an expansive effort to provide increasingly personalized digital support and guidance for customer adoption, value, and renewal
For more on this topic, see also our December 2017 webcast, Strengthening Marketing’s Role in Customer Experience and Success, with case study presentations from Finastra and Unisys.