Let’s be honest, as marketers, we crave data. In a world where we create 2.5 quintillion bytes of data a day, we still seem to look at our own databases and come to the conclusion that it’s “not enough.” For B2B marketers in particular, it’s in the details. Personal details about customers are crucial for marketing success and even brand development. But how do you get it? Here are three ways Right On Interactive works with clients to improve data collection as well as engagement and revenue.
Provide real client success
“People don’t always remember what you say or even what you do, but they always remember how you made them feel.” – Maya Angelou
Happy customers are more likely to open your emails, pick up the phone when you call, and share information with you. Read through online reviews to get a snapshot of your clients’ satisfaction with your brand.
The path to client success begins with onboarding. A positive early experience will set the stage for a positive relationship moving forward. To do this, you will need to accomplish the following:
- Set and agree upon the right expectations
- Communicate clearly and often
- Trust
Remember, the most important email you’ll ever send is the first one. This isn’t just marketing, it’s your brand.
Promote consumption
Consumption is an excellent determining factor of brand loyalty. The more your clients use your product and services, the more loyal they are likely to become to your brand. In a recent survey from ClickFox, approximately 32% of consumers said they’re most willing to share personal data if they feel loyal to a brand.
So how can you urge you clients to do more? Here are some ideas worth implementing:
- Share best practices, exciting news or release notes and updates
- Host “how-to” webinars on tools or processes your clients aren’t fully utilizing
- Introduce new clients to “power users” or more tenured clients
- Invite clients to learn more about your brand (i.e., company vision, culture and beliefs)
Make recommendations (that make sense)
As a consumer, I know when I provide more information about myself (my likes & dislikes), brands can make suggestions regarding new products and services that may appeal to me. Take for example Pandora. Pandora knows I like “Tim McGraw Radio” and just yesterday, recommended I try “Country Hits Radio.” Which I did. I appreciated the recommendation!
Similarly, B2B customers know that by sharing more information about themselves and their company, they will receive marketing for additional products and services that fit their needs (and potentially budget). The trick is how brands present their recommendations (and opportunities to upsell, thus growing the relationship).
- Personalize communication. They’re your customers after all! You may want to at least use their first name.
- Present past purchases. Remind them what they have bought from you in the past. Amazon.com is great at this!
- Take note of trends. What type of product or service are they consuming? When do they typically make a purchase?
Without real client success and promotion of how to best use products and services, organizations will never gain the trust of their customers. Without trust, customers won’t share data. A former supervisor once told me, “You can’t ask for something if you’ve never given anything.” A truly engaged client will be ready and willing to share more about themselves.
Instead of asking for data and hoping you get something, try building an relationship with your clients. Remember, engagement leads to relationships and relationships lead to revenue.
