As B2B marketing and buying continues to evolve, marketers need to hone in on the needs and expectations of customers – and crafting a customer experience that is personalized, empathetic and provides value.
Because B2B is known for long and complex sales cycles, there are opportunities for organizations to uncover “points of friction” when it comes to adapting to prospects’ decision-making process. To uncover any potential customer friction in your organization – and enable a more confident, efficient buying cycle – consider these three strategies.
- Map and evaluate your customer journey. Have someone not familiar with your organization move through the different steps that must be taken to engage with your company.
- Gather information from internal and external sources. Sit down with internal and external stakeholders to uncover what they believe friction points are.
- Take a deep dive into your metrics. Oftentimes, a simple look at website metrics will reveal a lot of insights into customer friction points.