Adding value and addressing the pain points of your niche market is the best way to get engagement. Your prospect should be able to see value in your product or service before they choose to become your customer. How do you do that? This article outlines the five must-have strategies for better B2B buyer engagement. 

1. Leverage Your Customer Feedback

Data that you collect from your customers tell you clearly about their interests, expectations, and what they want. Intent data equips you with information on your customers’ needs. Use it to predict their behavior.

Understanding your customers’ behavior will help you build sales and marketing strategies resonating with their needs. Reaching out to your customers and showing how much they mean to you is the key to a robust engagement. 65% of a company’s business comes from existing customers; you can lose them if you show a lack of interest in them.

2. Use Web Visitor Intelligence

Here’s an interesting fact: first-time buyers don’t buy immediately. According to a survey, over 90% of first-time visitors don’t purchase, leave their contact details, or enquire about your product.  

That leaves marketers with 10% of users who signed up for their website. Organizations pump a lot of money into Google and Facebook ads to increase the number of signups, while- neglecting the elephant in the room – a massive 90% of users who refused to sign up. 

Web Visitor Intelligence could be your trump card to convert these first-time visitors into prospects. The trick is to know them better, which can be done by implementing Google Analytics, investing in your website, making better content assets, and personalizing experiences.

When you know “who” is visiting, it’s easy to figure out “why” you need to target them. Focus on the visitor, not the visit. 

3. Use Customer Segmentation

As a famous saying goes, “One who sells to everyone, sells to no one.” Your focus should be on creating something that generates the interest of your niche audience. Your product or service needs to solve a specific pain point, serve a definite purpose, and address a particular audience. Find your audience and build your ideal buyer persona. The more targeted your audience is, the better the engagement you get.

Use intent data to understand who your prospects are and what type of content they consume. Segment your audience into groups of shared interests such as:

• Purchase history
• Products viewed
• Pages visited
• Questions asked

Every digital footprint gives evidence of the customers you have, their needs, interests, and pain points. Use this data to serve them better.

4. Use Data to Build Your B2B Content Ideas  

Use intent data to determine what information your prospects are consuming on the internet instead of guessing or assuming. Have a data-driven approach when it comes to framing a content marketing strategy. Find out the content consumed by your audience, and answers to the following questions.

• What content drives prospects’ actions or reactions?
• What solutions or answers are they looking for?
• Are they interacting with my competitors?

Reach out to people with the content they are looking for and the possibilities of conversions will increase. 

5. Get Leadership Involved

Humans trust humans, that’s the bottom line. They need to know there is a human that they could trust behind a company profile. There is a reason Elon Musk is the face of Tesla, Tim Cook is the face of Apple, and Mark Zuckerberg is the face of Meta. 

Thought leadership content influences conversions, but more than that, it improves the brand authority of a company. 

A study by LinkedIn found 49% of people said thought leadership influences their purchasing decisions. Having a CEO, CMO, or CTO share valuable, authoritative content across different platforms can create better engagement since such content assets will display a higher echelon of expertise, knowledge, and authority on the subject. 

In the end, we need to focus on humanizing our brand. People buy from people. Be as human as possible if you want better buyer engagement, plus follow the five strategies shared above, and focus on solving problems instead of pushing a sale.  

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How a Marketing Cloud Drives Meaningful Campaign Engagements
How Data-Driven Content Improves B2B Buyer Engagement
Marketing Cloud Wish List for Account-Based Engagement