Delivering exceptional customer experience in tech marketing - Web Insights
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    Delivering exceptional customer experience in tech marketing

    January 22, 2021 | 4 minutes

    Brought to you by, Rachel Dettmer

    “Digital marketing leaders have realized that after 20 years of focusing resources on acquiring customers and driving them to a beautiful website, customers really care about the experience after purchase.” – Jared Blank, CMO at VTEX

    Once upon a time, a SaaS business’s customer service team would be solely responsible for customer experience (CX). Today, each business function is held accountable and plays a vital role in buyer experience, from the first time a potential buyer visits the website, to the communications delivered to long-standing, loyal customers. To make matters even more complicated, according to Salesforce, 74% of business buyers say their CX expectations are at an all-time high — and customer patience is at an all-time low.

    So, to deliver unmatched success this year and beyond, tech and SaaS marketers need to be more customer-obsessed, relevant, connected, and faster than ever before. Here’s how.

    Develop an omnichannel experience

    Aspect Software found that businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t. This makes perfect sense when we learn that almost half of today’s consumers use an average of six touch-points when making a purchase, according to Marketing Week.

    Consider the buyer journey from start to finish; your social media posts, your paid-for digital adverts, and the content marketing materials that generate interest in the first instance. Think about your website experience — is it fast-loading, attractive, and easy for visitors to get in touch? It doesn’t stop there, either. Are you effectively nurturing visitors after they inquire? Are existing customers getting a different, personalized experience compared to first-time visitors?

    Transparency, simplicity, and relevance

    Zdnet found that 85% of Americans are likely to stick with a business during a brand crisis if it has a history of being transparent. However, according to Edelman, 64% of consumers will buy from or boycott a brand based on its position on a social or political issue.

    This year, it’s time to assess your brand values and messages to ensure they are aligned with your audience’s expectations and reflect your business accurately. Remember, relevant communication is crucial here: whether you need to let buyers know about an issue with your product or update customers with changes to your company.

    Prioritize real-time communication

    According to SuperOffice, 31.2% of buyers expect a response from a business in 60 minutes or less, and 11.3% expect a response in less than 15 minutes. Use this information to fuel a culture of immediacy throughout your company across every department, team member, and interaction. B2B buyers are busy; they’re conducting large quantities of research and will be considering a number of your competitors. So, you need to be the first to respond with valuable and relevant information. Consider investing in live chat, automation technology, and artificial intelligence to support this real-time response culture and to ensure high-quality, consistent communications across the board.

    Technology to deliver seamless CX

    According to Forrester, as many as 93% of companies consider innovative technologies as necessary to reach their digital transformation goals. And, Accenture found that more than three-quarters of businesses are investing in emerging technologies. By now, you should have a robust technology stack to support your marketing, sales, and customer experience functions. Opt for solutions that work together through seamless integrations and not in silo. Tools that empower your teams to work with ease and connect with prospects, leads and customers instantly. Choose vendors that provide accurate data intel and insight, reliable and intelligent automation, and seamless integrations into your existing technology stack.

    Web Insights is a highly advanced website visitor automation solution that empowers technology and SaaS marketers to harness the power and potential of their website data. Using intelligent automation algorithms, the solution seamlessly routes website visitor intel across the business and integrates with any CRM system or marketing technology stack for nurture, while simultaneously identifying whether they are a lead, existing customer or lapsed customer.

    The powerful solution integrates with all martech automation and CRM platforms, enabling B2B marketers to shorten sales cycles, create outstanding customer journeys, manage data, set up stakeholder alerts, and capitalize on every lead, every opportunity, and prospect – in real-time.

    Close more business than ever before, and drive business success with Web Insights.

    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over seven years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.