Merging physical and online experiences in enterprise marketing is a learning process where sales professionals need to maintain a conversation with customers, said Eric Dean. CEO and founder of digital design agency Whereoware.
“Buyers don’t just want to be in the silos… particularly in the B2B world,” he told Velocitize Talks.
Merging those experiences is a process of building on previous conversations and knowing what the customer is trying to achieve in that interaction. “It’s having the courtesy to understand what that person was doing and going in and trying to solve their problem,” Dean said. This mean doing all the various channels and direct them straight to what they need, he said: “You have to be great at the different tricks.”
Content in B2B tends to be less transaction-driven, meant to build long-term relationships by making it easy to do business with the company, said Dean. But in both B2B and B2Cm frictionless experiences are important, and the customer needs to have a single view of the company through the process, he said. “it’s a question of zeroing in on that persona and making sure you’re delivering what are the specific needs that they need.”
Websites don’t need to be one-size-fits-all, said Dean. Everyone does their research online today, but the website both acquire new customers and take care of loyal customers, too, said Dean: “We want to get to a visitor group of one,” he said.
Experience is a differentiator for brands now, said Dean. Interfaces such as voice, digital assistants and wearables are opening new fronts for experiences, said Dean. Whereoware is experimenting with audio as a interface, he said.
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