And what could b2b engagement be? For me it's as easy as making the person you're addressing feel like you're someone who brings them value and helps them be better, whether paraguay phone number library or not you or your product/service are present. This is obviously not achieved by talking endlessly about my product or service.
Achieving B2B engagement is a matter of empathy, perseverance, and creativity, and it is not automatic. It is a mistake to think that it is a purely digital issue or exclusively about content or even something specific to B2C. It is about how you understand the relationships with your community, through transactions or experiences.
If there is one thing that characterises the B2B customer experience, it is because you have to take into account that in the B2B relationship there are several decision-makers, that the process is long and repetitive and, above all, that the relationship is more complex. Therefore, for me, the first step to generate B2B engagement is to be clear about who you are addressing and to know them like the back of your hand. Only then will you know what worries them and when, and only then will you be able to help them in their journey or in their points of relationship with you. I love to suggest to my clients that they start by designing a good voice of the customer system, systematic and measurable. And yes, this is 90% of B2B engagement, the rest is tactics, consistency, creativity and getting the timing right.
It is important to understand that it is not only digital, undoubtedly digital content and formats can help a lot without being present but... what about the physical commercial network? What about the community that is talking about you? What about your channel partners? What about the events? Etc. Your community, and not just you, will be the one who decides at any given time which channel to use, physical or digital. In addition, they will not always need the same type of help. Or does a client who has been with you for 10 years need the same thing as a potential client who does not yet know you? Or does a client of your client want to know the same thing as a prescriber?
Whenever I have thought about keeping the “flame alive” or the conversation of value (b2b engagement) with my communities, I have always been clear that everything I do has to generate in my community the majority of the 11 things that I point out below:
1/ That I feel like I'm helping them to be better or to solve something.
2/ That he perceives that I am addressing him exclusively, knowing his problems very well.
