Floris Nijdam , senior creative consultant at Mirabeau, also agrees: “In the B2B world, people work, they come home in the evening and then have one “experience” after another.” I sometimes ask myself the same question: at home, devices communicate with each other, we are constantly in contact with each other via the internet and we live in a hypermodern environment, but as soon as I enter my client's office, it's back to the nineties . Why is that?
Probably because people don't know where to start. It's not easy, holding your ground in a changing world. This is also discussed during the Logic4 roundtable session. Many small companies start on Monday full of good courage: 'we are going to innovate', but on Tuesday they lose themselves in the madness of the day and on Wednesday innovation is anything but a priority.
Many small businesses start on Monday full of good hospital mailing lists intentions: 'we are going to innovate', but on Tuesday they get lost in the hustle and bustle of the day and on Wednesday innovation is anything but a priority.
Not a game for the marketing department alone
Innovation in B2B often focuses on the website, but it’s all about customer experience, according to Floris Nijdam. According to him, customer experience is nothing more than what the grocer did a hundred years ago. “It’s more often about content marketing, generating leads, personalization, but this is just one piece of the puzzle. Customer experience needs to be handled at C-level, the entire value proposition needs to be looked at. It’s about the daily lives of your customers.”
The trick: B2B2E (no, this is not a mathematical formula)
So it's about the daily life of the customer. You want to give the customer such a good experience that he comes back to you and doesn't even consider the competition. According to Floris Nijman, you do this by adding digital services to your products, with the aim of empowering your customers . He calls this 'B2B2E' service as a total solution. Instead of just delivering products, you also improve work processes. You give away free information, which makes your lead interact with your brand. Then it is a smaller step to press the buy button. In this way you create loyalty.
Empower your customer in 3 steps
Does this seem like a far-fetched idea? Then follow these three steps.