Sanyam Chugh Author's Perspective
3 Minute read

Eliminate Digital Noise To Generate Engaging B2B Customer Experience

A lot has changed in the B2B market in the past year. Whether it’s the state of content marketing or the pace of content consumption, we have seen a remarkable disruption everywhere around us.

The main challenge that B2B marketers are encountering in the face of this rapid evolution is the Inability to use the right strategy to cope up with the pace of digital disruption. This results in a failure to tap into potential possibilities that could have made a difference for their brand.

“Digital Noise” aka the abundance of content has taken a whole different form. Marketers with any B2B organization are going to struggle to translate content into a lead pipeline. And, any B2B brands still relying on traditional content marketing practices in this new age will simply end up being another contributor to the digital noise in the buyer journey.

COVID had made us rethink our priorities

The sudden rise in website visits for top 60 B2B Industrial Manufacturing Companies Timeline: April’20- March’21 as compared to April’19 - March’20; Country: United States of America;Source: SimilarWeb

For any B2B company, digital is the new normal, it is no longer a luxury. This can clearly be seen in the sudden rise of website visits for B2B industrial manufacturing companies, as shown in the graph above.

Further, B2B buyers are not just doing more of their purchasing online, but also more of their research online post the pandemic.

90% of B2B buyers online use search specifically to research business purchases, and they conduct an average of 12 searches before engaging on any brand’s website - Weidert

B2B decision-makers have shifted online for their research due to COVID, making well-mapped content strategies to engage those buyers all the more critical.

5 Essentials of An Engaging B2B Customer Experience

What should be the points to consider while mapping a content strategy for your brand? How can you make sure your outreach strategy is engaging as a B2B customer experience? How to make sure you are not just loading potential buyers with information? Let’s find out!

  1. Customer intent analysis
  2. Intent data analysis is the most important practice to pursue before planning your content strategy. Infact, it should always be Step 0 of your customer experience strategy planning.

    Begin by asking questions and analyzing the behavior of potential customers. Some questions to consider are:

    • What does an ideal path to purchase look like?
    • How varied is the ideal path from actual journey of the B2B buyer?
    • What are the keywords that your ideal customer is looking for online?

    With the help of this information, identify personas which demonstrate active buying mode and serve them with relevant content. Make the personas of the primary decision makers amongst your ideal customer profiles and identify their needs.

    Customer intent analysis not only helps shape the content structure, it also helps plan tools and touchpoints to engage potential buyers.

    For example:

    • There is a B2B industrial manufacturing company S that sells engines.
    • There is an automobile assembling company B that is looking to buy engines from Company S in bulk.
    • Company S knows that Company B is similar to most of its current customers and one of the most important decision makers from Company B’s side are mechanical engineers
    • So, on the product page, Company S gives an option for Company B to have a look at CAD Drawings of their engines and give them a reason as to why they stand out against their competitors.
    • Company B finds value in the information provided by Company S and there is an increased chance for Company S to win this deal
    • Customer intent analysis has a great potential to ease the buying processes and make transactions smoother in a scalable manner.

    If you want to know more about Intent Marketing, Feel free to drop a “Hi” to:

  3. Have diverse content strategy
  4. Not every kind of content works at every stage of the purchase funnel. There is a great need to have a diversified content strategy that has potential to convert readers to buyers.

    “50-90% of sales journey is already complete before a buyer interacts with a sales rep” - Spotio Research

    For a good part of the customer journey the buyer understands the company’s capabilities only through content. Hence, there is a need to have enough content across preferred media types and journey stages to support the buyer’s needs."

    Source: B2B Content Marketing Report

    While content like case studies, whitepaper, how-to guides, and market trends articles continue to be the most effective content types for generating leads in B2B Marketing, a great focus needs to be put to ensure that content placement is perfect and it is being noticed by the prospects. You can do it by placing it in their research path.

    According to Gartner, enterprises have a team size of 9 people when looking for a new software product or technology, and 12+ google searches are made by each buyer: So, there are almost 108 opportunities to stand your brand out for you to influence the buying group.

    If you want to know more about how to achieve the right content mix to ensure greater brand loyalty, Feel free to drop a “Hi” to:

  5. Use value-driven engagement to generate leads
  6. Well, there is nothing better than generating leads from value-driven engagement. Building webinars and educating your audience can help turn tunes towards your business.

    Demand for virtual webinars has reached an all time high due to increase in content consumption by B2B buyers. Having a well planned webinar strategy can help your brand cut through the clutter and stand out against your competitors.

    A few tips to build amazing webinars for value-drive engagement include:

    - Build episodic content: Launch webinars in episodes and give a reason for them to stay engaged with you by letting them know about when the next episode is releasing.

    - Speakers: Show your potential to the viewers by encouraging in-house experts to take the front seat in the webinars. Calling your current customers and having a piece of testimony from them will also have a great impact on the prospects.

    - Create conversation from existing content: With a lot of content efforts moving parallely, it might be difficult to generate new content. Using your old content like whitepapers, case studies, etc. to fuel the conversation in your webinars may help generate healthy conversations with prospects.

    - Engagement via active polls and Q&As: Keep the prospects engaged. Ask questions about their challenges, decision making processes, buying process, and more. Hold polls for attendees to answer and then share the pool results. Keep the communication instantaneous to ensure that their attention is not lost at any point during the webinar.

    - Collaborate: Collaborate with different teams internally to discuss webinar topics to understand what is topical. Do this via discussion channels in chat, or over email. If possible, hold a brainstorming session with other team members, before the webinar, to take in their points of view.

    - Time Limit: Make sure that the content is crisp and the webinar doesn’t take more than 45 minutes (maximum) in one go to ensure that prospects aren’t overwhelmed.

    - Engagement Centers: Sharing all the webinars at a single location on your website domain may help in driving engagement and accelerating sales cycles.

    If you want to know more about how to create amazing webinars to make your brand stand out, Feel free to drop a “Hi” to:

  7. Driving registration for events
  8. If B2B buyers and decision-makers attended every webinar they got an invite to, they would need 26 hours in the day.

    To make your event stand out against your competitor, you have to focus on 3 important things:

    • What should be the copy that need to be communicated to the prospect?
    • What should be the media type?
    • On what channel will this copy satisfy my customer’s needs?

    Like, let’s say you want to run a campaign to drive registrations for a webinar around “content marketing” to drive leads. You could focus on:

    - Copy: What is the target persona searching for? What are the pain points that content marketers across top enterprises are facing? Try to highlight that in a crisp headline and a detailed description.

    - Media Type: Content marketers are already saturated with text-based content. A small byte sized video with informative thumbnails will help to encourage conversation.

    - Channel: On which channel are most of the target personas found? What are they searching for on that channel? Is there an email list of people looking for this solution?

    Analyse performance of the campaign, and improve:

    Look into possible areas of optimization. For instance, if someone clicks on the content but not on the registration link, there is a problem with the body copy, not with the title.

    If you want to know more about how to generate registrations for your events, Feel free to drop a “Hi” to:

  9. Personalised email campaigns
  10. One of the main reasons for email marketing campaigns failing is the lack of personalisation. Nobody wants to read general emails. To achieve email marketing success, treat customer experience as higher priority than scale and efficiency, and measure the outcomes. This is especially true for high value accounts.

    A few important things to consider before planning an email marketing campaign, include:

    - Personalised subject lines: Mentioning the receiver’s name can be one of the easiest and most important factors that help the business cut through the clutter. It can improve open rates in a scalable manner.

    - Segment your email list on the basis of customer behavior: Who is the person you are sending email to? Are there more people of this kind? Can they all be put into a single segment? Ask these questions to ensure great success for your email marketing campaigns and accordingly build campaigns.

    - Respect them: Allow them to unsubscribe, if they don’t want to receive emails from you. Give a link to read email list policy to ensure that you have their consent.

    - Smartphone Compatibility: Make sure that the email is readable on the phone, and no data is missed on any device.

    - Path to Social Follows: Mention your social media handles in the email copy to encourage the readers to follow your brand on social media channels to ensure greater brand loyalty.

    - Compelling Call to Actions: Make sure that your email clearly outlines whatever it mentions in the subject line. Highlight targets with a compelling call to action.

    Here is an example of a good personalised email from Cummins:


    Subject is short and crisp and includes the receiver’s name in the line

    Email Body:

    Email body is personalised, with a clear copy and follows most of the email marketing best practices.

    If you are looking for Email Marketing Solutions for your brand, Feel free to drop a “Hi” to:
Sanyam Chugh

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