Business-to-business (B2B) customers are often loyal to a single company. Maybe they've been doing with business with the company for the past five years, or perhaps they simply don't have the purchasing authority to make decisions. Regardless, it's difficult for B2B marketers to convince prospects to switch companies. This doesn't necessarily mean that it can't be done, however. With the right approach, you can convince prospects to choose your company instead of a competitor's.
You can differentiate your company from your competitors by personalizing your marketing messages. According to a study conducted by Conversant, 77% of professional marketers believe personalized messages are more effective than mass messages. When a B2B prospect sees an email featuring his or her name, for instance, they'll feel more inclined to make a purchase. Therefore, you should consider using personalizing marketing messages to convince prospects to make the switch.
As previously mentioned, some B2B prospects may want to switch to companies but don't have the authority to do so. As a B2B marketer, you can overcome this challenge by identifying the decision-makers in a prospect's company. In other words, who is able to make the purchasing decisions? This usually includes CEOs and other upper-level executives. Once you've identified the decision-makers, you can focus your marketing efforts on these high-converting prospects.
You can't expect prospects to switch to your company if you aren't easy to reach. When a prospect has a problem, concern or simply a question about a product or service offered by your company, he or she probably wants to reach easily reach a representative. If the prospect calls several times a day only to get a voicemail, it sends the message that your company doesn't care. This is why it's important to keep in touch with prospects and customers.
Consider using multiple methods of contact -- phone, email, online chat and social media -- to ease prospects' worries and increase your chances of success. You can also use a customer relationship management (CRM) solution to streamline and improve communication.
This tip is similar to using personalizing marketing messages: by segmenting your prospects into several small groups, you can use a custom approach towards each segment. Not all prospects have the same needs. In fact, every prospect has an entirely unique set of needs. By segmenting your prospects, you can personalize your marketing approach to create a stronger response.