Engaging the B2B Customer

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A few years ago while attending Dreamforce, I had a few meetings with executives from marketing automation companies who shared different approaches to engaging with B2B customers and prospects. These included tools aimed at gathering and acting on social information that might generated by a target customer or an active account (e.g. a LinkedIn post shared by a marketing VP for a life sciences company) that can then be used for relevant messaging. Given the amount of emphasis that's placed on using data and automation to engage with B2C customers across the industry, I was instantly intrigued by the possibilities for B2B organizations.

A few years ago while attending Dreamforce, I had a few meetings with executives from marketing automation companies who shared different approaches to engaging with B2B customers and prospects. These included tools aimed at gathering and acting on social information that might generated by a target customer or an active account (e.g. a LinkedIn post shared by a marketing VP for a life sciences company) that can then be used for relevant messaging. Given the amount of emphasis that's placed on using data and automation to engage with B2C customers across the industry, I was instantly intrigued by the possibilities for B2B organizations.Recently, I had a chance to learn first-hand how one company, HCMWorks is using Gagein's Gagein for Salesforce (G4SF) tool to gather actionable intelligence about its customers and prospects.

HCMWorks, a provider of procurement management tools and advisory services, is able to use G4SF to set triggers on news about its clients and prospects.This provides HCMWorks' sales teams with a number of benefits, says Mathew Berenbaum, a senior sales executive for the company.

For instance, a news alert about a bank that HCMWorks might be targeting for engagement can provide a sales person with information about a particular contact at the bank to reach out to. Plus, by arming the sales person with recent and relevant news about the bank, the sales person is better positioned to engage with the right contact at the bank instead of placing a cold call that may or may not reach the right person.

"It significantly reduces the time to properly engage with a prospect," says Berenbaum.

In addition to reducing amount of time needed to research, identify, and connect with the right contact, the G4SF tool has also helped HCMWorks to reduce the time to close by enabling its salespeople to have relevant interactions with the right contacts versus cold calling and sending a prospect a set of materials to review and consider in the hopes that it may capture their interest.

Business buyers are awash in data about companies they could potentially partner with. Streamlining the process for B2B sales and marketing teams and using relevant information that's available about clients and prospects is a no-brainer.

EXPERT OPINION
EXPERT OPINION