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As a B2B marketer, I love comparing B2B and B2C customer experiences – even if it does give me a little bit of B2B marketer shame. I’m always jealous of the personalized content, the omnichannel marketing, and the one-click everything. At this point, I have an annual prescheduled email reply to my CEO for the day Shopify’s Year-in-Review email comes out explaining why we can’t do that.
The question for those of us in B2B is – does it really need to be this way? Sure, our buyers’ journeys are way more complex, the purchase is higher cost and the process is higher consideration. But, that just means we have more touchpoints, more lifetime value and more interest from our buyer in learning about our solution.
Really, we should be leading the way in great customer experience.
Sadly for our buyers, we’re not. B2B still has a long way to go to catch up to B2C in customer experience. The good news is that the experiences aren’t as disconnected as they seem. With a tech stack that connects customer touchpoints in the digital space, you can create rewarding experiences that attract, engage and delight your customers – and even make it easier for your customers to pay you.
Customize the journey across all touchpoints
Say what you will about United Airlines, but I was legitimately delighted by the digital experience on my first post-pandemic flight. When I touched down, I got a text l …