The complexity of industrial products creates experts on either side of the purchase process. A trip of a B2B decision maker is neither linear nor predictable – a certain number of the trip in question is made without any decider. It is therefore absolutely valuable not to base on a specific customer journey but on the contrary to analyse whether the right content is available along the purchase process towards a decision or a conversion at all touchpoints. And, the trip is not over and done by no means once you have made the deal. Continuous updates, quick and direct answers to frequently asked questions respectively connected services may surely supports a successful customer experience. Pre-sale is after-sales.
It is not seldom the case that long-standing customer are not that familiar with the general content of a B2B brand as the contact is reduced by and by to concrete topics handled by the customer service or the sales department only. The brand itself as the connecting element is simply cut off. An enterprise who wants to acquire and retain customers should seek for a dialogue and for this reason it helps to create a proper platform to do so. Surely your clients, too, are going to meet new challenges over time. While you understand and may foresee these challenges you just have work on solutions and if you do so you´re getting really closer to your customers. What’s the next big deal for your top 3 clients?
Medium-sized enterprises often work international and succeed on different markets – quiet a few foreign branch offices, local shops and distributors. All of them make us of your brand. There is no question about it – you’re shape a lot of touchpoints. The interpretation of your brand or identity often varies widely. Within an increasingly digitized world the next market is not that far and therefor all touchpoints may hide behind one click on google only. A digital-asset-management secures a consistent brand-identity in all known and new markets and it simultaneously reduces all efforts to build up or keep the corporate identity by decentrally organized marketing- and sales-units.
As a specialist you base your success – as an asset to your client’s challenges – on your profound understanding and expertise. With each and every special feature, with every new release you’re going to continue to set yourself apart from competitors thanks to your differentiated product range. It’s quite good for business as clients will get exactly what they need – nearly individually customized. At the same time you´re going to breathe life into product portfolios and data sheets whose complexity is almost hardly to understand from the outside. But then it is mandatory necessary being able to get to the heart of your value proposition dead straight. It helps if users and corporate purchasers look differentiated at the product but simultaneously should come to a common decision.
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