When writing about customer experience we're often guilty of neglecting B2B companies, believing that it is mainly a focus for large consumer brands.

However we recently sat down with John Watton, EMEA Marketing Director at Adobe, who explained that CX is just as important for B2B marketers.

You can watch what John said in the videos below, as well as read a summary of his points. 

Conversation with customers

John states that content marketing is the key to a good customer experience, regardless of sector or industry. 

By content, he means creating a conversation in order for the brand to let customers know what it is they stand for. 

This might be inspirational content that is designed to build awareness. It could be transactional, to provide a specific solution, or alternatively, it could be a broader conversation to prove the ongoing value of a brand or service.

But ultimately, there is no value in having social channels or a company website without the high-quality content to back it up.

An experience powered by digital

In contrast to the assumption that a customer-centric approach is only important for consumer brands, John states how, as individuals, we now expect a digital experience across the board.

As a result, regardless of whether we’re visiting a B2B website or a consumer one, the expectation is always for a digitally-powered journey.

John highlights the following three features as key areas of focus:

  • A mobile responsive site.
  • Content delivered through an app.
  • A consistent experience across all channels.

While B2B brands might be slower in delivering the above, the rising tide of consumer expectation means that all three are becoming increasingly in demand. 

Internal ownership

While a specific department for customer experience might not be necessary, John stipulates the importance of giving employees ownership and defined responsibility for CX.

Additionally, it’s vital for companies to set up clear metrics.

By being able to measure success, customer experience is more likely to be given greater focus and investment from management.

While it might not traditionally be the biggest focus for B2B brands, it is just as important for their long-term strategy and success. 

For more insight, check out our Digital Smarts interview series.

Nikki Gilliland

Published 5 September, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Comments (3)

Richard Hussey

Richard Hussey, Owner at RSH Copywriting

B2B content delivered through an app?? Not sure how realistic that is. Unless the app is LinkedIn maybe.

almost 2 years ago


Jim Hunter, Consultant at VersionUX

Hmm, was hoping for a bit more meat here or at least some new thread or idea?

almost 2 years ago


Jonathan Hill, SaaS Director at Evergage

Looking forward to the time with Marketers begin to truly consider how important the site is for advancing buyers through the journey. The primary function of the site is no longer just to capture a lead form. With today's buyer reluctant to speak with a sales professional, they are turning to the site to fill the void and help educate on how they can to solve their problems. When your site provides this level of value-add, then this provides an unexpected user experience.

almost 2 years ago

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