No matter what you’re selling, having competitive and strong B2B marketing skills are essential. But it’s not just about following a blueprint or trying out different B2B sales and marketing strategies. These marketing traits have roots that go far deeper than that, and when added as part of your company culture, it can make a significant difference in customer retention.
Let’s take a closer look:
No company gets everything right 100% of the time. However, the ability to course-correct and be able to make changes, as well as knowing when to take the plunge and knowing when to hold back, are critical for keeping your marketing on track and on task. Mistakes are natural and you’ll make several of them throughout the process of growing your business. Being transparent, honest and accountable will pay off.
Having this ability to step up and take responsibility for your mistakes not only makes you a stronger person, but creating a business culture in this way by adapting a B2B marketing mindset, lets people free themselves of the weight of making mistakes and allows mistakes (and thereby learning opportunities) to occur — rather than having the fear of making a mistake (and the inevitable repercussions) from taking over.
Agility and Adaptability
Along with personal accountability, being able to adapt quickly to changing trends, new shifts and mindsets is vital in the digital world. Methods, techniques and technologies inevitably change, and being able to stay on top of this, with a finger on the pulse of what your competitors are doing, means that if such major changes happen, you’ll be able to quickly adapt as part of a company-wide response.
This isn’t to say that you should chase after every shiny object out there and lose focus, as prioritizing adaptability can lead to your company feeling like it’s trying too hard to be all things to all people. Be aware of what’s truly a trend worth capitalizing on — something that you’ll know by carefully studying and paying attention to the things that are most important to your target market.
This may seem like a strange trait to cultivate in a B2B world — shouldn’t everyone have empathy, and isn’t that part of what it means to be customer centric? Well, yes. But this goes deeper than that. It’s very easy to fall into the common B2B trap of looking at the company as the face of the brand, versus the people within it and their various struggles and challenges.
Developing empathy for these challenges, not just in terms of one business helping another, but one group of people helping another, is crucial to break out of the B2B-focused cage and really deliver on “the human experience” of being a business that helps other businesses.
Beyond this, it’s important to cultivate empathy within your organization as well. It’s not that difficult to fall into the routine of working away in your little silo without really paying much attention to what your sales team or marketing team needs. Being aware of and understanding their challenges and working together toward a common goal is paramount (and it helps create a greater sense of understanding and being understood!)
Along with empathy, cultivating a customer-centric B2B mindset seems like a no-brainer, right? But what do we actually mean with “customer-centric”? Staying focused on delivering the absolute best that you’re capable of, and following best practices relevant to your industry is customer centric. In addition, always look for ways to improve.
Develop a business culture that consistently strives to amaze itself and over-deliver to customers. Not just in terms of talking with them, but in implementing a positive customer experience at every touchpoint they encounter.
Creating a Business Culture Worth Recognizing
As you can see, cultivating B2B marketing traits is not something that will happen overnight. And these adjustments may take time (and implementing the right technology) to successfully implement. What you shouldn’t do is just give lip service to these abilities and hope your customers don’t notice.
By taking steps to make these traits an integral part of not just your overall business plan, but also the very lifeblood and system that you’ve developed, these traits will become a natural extension of your company culture and brand. In addition, by making these points a consistent part of your business routine, they’ll be more likely to be adopted by employees and leveraged throughout the company as it scales and grows.
And should you need help with getting results you want with your B2B marketing strategy, Workdom is here to assist you. Get in touch with our senior advertising professionals, we can help you develop proven tactics that resonate with your target audience and help you reach your business’ goals while consistently growing your customer base using smart, proven technologies and best practices.