Creating and developing a B2B customer experience strategy may seem simple, but it can be difficult if you’re not working with the right partner.
Doxee Pvideo® personalized videos have the ability to capture and maintain customer attention and dramatically improve levels of customer experience and engagement.
An effective B2B customer experience strategy involves identifying the target, defining a budget, and choosing the most appropriate communication channels. It will also involve investing in social advertising and email marketing. But more than anything, it’s having the right strategy that is most important.
In fact, that marketing strategy must involve creating quality content that attracts the attention of potential customers. New digital tools make it even easier than before.
Thanks to technology, it is possible to analyze a large amount of data and from it, understand how to best optimize communication, selecting the most efficient channels and improving the effectiveness of the content utilized. Many different variables can be critical in this process, and today we have the tools to measure the efficiency of each communication, which will help us determine insights such as the hours when the person is most likely to read an email or the type of content they prefer. Analytics offers endless potential for those involved in marketing. A correct digital strategy is always based on data analysis and on the implementation of marketing actions based on the results. Analytics gives us the ability to turn leads into opportunities and opportunities into customers and allows us to verify interactions with our channels and better plan future steps.
Capture the attention of your potential customer
The goal of a B2B customer experience strategy is to generate qualified leads and feed the sales pipeline with new opportunities. In the process of finding the right solution for their needs, your prospects are comparing the characteristics of different products and deciding which company is best able to support them. How do you generate more and more new leads?
A simple solution could be to increase the number of marketing campaigns. But more isn’t always better. For some, this results in filling your potential customer’s increasingly crowded inbox or social feed with content that they won’t find interesting. Because we are constantly exposed to so much information, consumers may be less interested and attentive to any single communication.
In fact, human attention has become a scarce resource, and today we talk about the economy of attention as a real market in which to compete for even a few seconds of a potential customer’s attention.
Experts were already talking about “attention poverty” back in 1971. Economist, cognitive psychologist and Nobel Prize winner Herbert Simon wrote: “What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
To be noticed or to be remarkable?
Email is still a channel with untapped potential, so it is necessary to think about the contents of the email, the segmentation of targets and the best time to get in touch with the audience, otherwise the risk is to enter an endless loop of uninteresting messages that do not lead to conversion, but only to an insufficient lead generation.
According to a Forrester study, if 99% of leads fail to become customers, this is often due to an excessive focus on the higher stages of the marketing funnel marketing, i.e. awareness and consideration and little attention when making decisions. It can be deduced that the focus shouldn’t necessarily be on quantity, but quality, especially in a competitive environment.
It is clear, therefore, that it is necessary to distinguish between a strategy based exclusively on quantity and one based in planning and data to truly understand prospects and how to reach them. As you can imagine, it’s not always easy to get the best possible result from every single contact. As Seth Godin also said: “Being noticed is not the same as being remarkable.” And “Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.” To be noteworthy, Godin says, is to communicate something “worth talking about. Exceptional. New. Interesting.”
Be interesting, but never intrusive
Communicating online means first of all opening a conversation, exchange and then an interaction. The first proposition of the Clue Train Maniphesto is not by chance: “markets are conversations.” It is essential to be able to start the conversation, to get in touch with the potential buyer in order to first establish a solid, lasting, and mutually beneficial relationship with the customer.
This constancy is fundamental, as well as the frequency and deep knowledge of customer needs and behaviors. It is also essential to produce quality content that is in line with what the user is looking for. It must be highly interesting. So again, think quality rather than quantity. Effective communication is based on interesting content and is aligned with what customers want, without being intrusive.
Seth Godin defined such a strategy as “Permission Marketing,” a new way of marketing that ensures a high rate of engagement by proposing quality content in a way that isn’t invasive. This marketing strategy, in fact, stimulates consumers to participate in an interactive campaign, rewarding them for their participation and without bothering them.
Call people by their names
The relationship is between people, not between businesses. Call people by their names and they will feel special. Instead of making customers feel like one of many, marketing campaigns can not only call the customer by name but also created customized content. Using customization in the subject line of an email (like “Hello!”) was one of the first findings of email marketing. While this felt new or even surprising in the early 2000s, today it is a fairly common practice, but one that continues to be very effective. The desire to be recognized and to feel seen and understood has value, even in emails. A study by Campaign Monitor found that personalized e-mails have 26% greater chance of being opened.
To make your messages effective, you should personalize them as much as possible. To convince your customers, it is no longer enough to have the correct names of the recipients appear at the beginning of the email; you should also react to what your customers do by taking into account the type of person behind the email address.
Today, the concept of customization can go even further. Companies can take advantage of higher levels of customization and follow the trend towards the so-called individualization, or hyper-customization, of content. A trend that goes far beyond simple segmentation: each individual receives content tailored to him or her. By doing so, you can involve individuals in your storytelling on a large scale, while customizing every aspect of your content. According to Forrester, personalizing the relationship with customers and actively selecting new marketing technologies are the trends that B2B Chief Marketing Officers (CMOs) can’t ignore.
More attention with personalized videos
If personalization is so effective, why not use it in videos?
Videos have always been the most effective mediums in terms of engagement and on-page conversion rate. To understand the importance of this tool, just think that, in 2017, static videos accounted for 64% of all Internet traffic. Recent surveys show that a third of users use the internet to watch videos. There are many reasons for this: for fun, to learn something, to view interesting content. At the same time, 85% of those who use videos produced by brands say that they like this type of content and that they are willing to see more of it.
Personalizing them would mean making them even more persuasive. A personalized video is a one that is generated specifically for a person or a business and that has been customized using the person’s data to create interesting content. The success of this kind of video lies in knowing how to integrate these elements into the storyboard in a natural and coherent way, so that they capture and keep the viewer’s attention, but also in a way that encourages action. In this way, prospects are more inclined to take real action directly within the video. By speaking directly and immediately to the recipient, personalized videos increase conversions and guide leads to the bottom of the marketing funnel.
Consumers’ expectations have changed and they particularly appreciate personalized and interactive experiences that give them the opportunity to manage how they explore content. Personalized and interactive videos have the ability to capture and maintain customer attention and significantly improve levels of customer experience and engagement. So why wait?
Personalized videos for the B2B customer experience: Doxee Pvideo®
Doxee is a high-performance player in the world of personalized videos, offering a product that is adaptable to the needs of each business. Personalized videos help our customers perform better.
The results speak for themselves: click-through rate, click-to-open rate, conversions, attention span and contribution to the video marketing pipeline make us increasingly convinced that personalization is the right way to present your product in an engaging and engaging way. Our service allows you to easily create animated videos with text, images and audio that are fully adaptable to the needs of each recipient. It also allows customization of the sequence of scenes in the video based on the demo-, psycho-, and geographic information of customers. A video is really effective if, in addition to attracting attention, it pushes the user into action.
That’s why Doxee Pvideo® features call-to-action clicks directly inside the animations that allow the user to influence the plot of the video itself and perform actions, such as buying a product or service, directly within the video. In marketing, the only really achievable goals are those that are measurable. For this reason, Doxee Pvideo® keeps track of everything from the production process to each user action, which allows you to provide a more targeted and appropriate communication and service.
Doxee Interactive Experience helps you keep your company’s relationship with each of your customers alive, stimulating and profitable. To learn how Doxee can help you create a personalized and interactive communication, download the Solution Overview: