According to Regalix’s “State of B2B Customer Experience 2014” survey, 81% of executives rank customer experience among the top priorities of their organizations. To help your organization learn from the best, we’re bringing you a few examples of B2B and healthcare brands that are leading the pack when it comes to making their customers happy.
Overdrive, a provider of digital audiobooks and e-books, serves organizations in several industries. Their website must speak to both the publishers and the distributors of audiobooks and e-books, and those distributors range from libraries (both corporate and public) to schools and retailers. It’s quite a diverse group.
OverDrive’s website manages to smoothly serve each of these audience segments at once thanks to smart navigation and highly tailored content. Site visitors can easily find the information that is relevant to their specific needs, whether they run an e-retailer or a K-12 school district. OpenDrive presents simple menus that clearly direct visitors through the site, shares examples of how prominent customers in different verticals are using their products and utilizes CTAs that invite visitors from each market segment to contact a sales representative with questions. Overall, the customer experience on the site is a very pleasant one, especially for a company with such a diverse customer base, and it positions OverDrive as a successful, knowledgeable provider.
Hubspot’s Sidekick tool provides businesses with a way to track engagement on individual emails, as well as providing users with contact profiles directly in their inboxes. It’s particularly useful for sales and communications professionals, and integrates with HubSpot’s suite of business offerings.
Hubspot’s Sidekick-focused email marketing offers cleanly designed, compelling content pieces that users actually want to read. Better yet, the emails are full of actionable insights for Sidekick’s target audience and existing users, such as tips on email subject lines and recommendations on how to guess and check an email address that may not be readily available. Sidekick’s marketing emails remind their recipients to continuing using the service and teach them how to improve their success with it. How do these emails better the customer experience? They’re enjoyable, useful, and easy to engage with. Could your email marketing be more like that?
Construction and mining equipment provider Caterpillar has a strong digital marketing strategy that celebrates Caterpillar customers and their accomplishment. As their digital marketing manager Kevin Espinosa says, Caterpillar designed their digital strategy to do two things: learn what people are saying about their products and distribute valuable information through engaging avenues and real-world stories.
These real-world stories give nods to the successes of Caterpillar customers, inform current prospects about how Caterpillar will support them in their work and strengthen the Caterpillar brand by positioning the company as a customer-centric business. If you’re looking to use content to strengthen your customer experience, follow Caterpillar’s lead. Develop content that tells a story about how you’ve helped customers succeed—not only right after purchase, but also years later as your relationship has grown stronger.
At Movéo, we know that the key to delivering a great customer experience lies in using data and analytics to target the right prospects with the right information at the right time. Curious about how we do it? Take a peek into what we think.
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