Engaging with B2B Buyers

One of the most important and common obstacles to B2B commerce success is not engaging with customers. Just because you allowed them to shop online by implementing a highly capable #b2bcommerce site doesn’t mean your customers don’t want to interact with you. Driving customer engagement can be vital to driving customer loyalty. Here are some B2B ecommerce campaigns to engage your customers along the path to purchase, reach out to AES for more insights from our B2B experts that would help you grow B2B revenues and get a better ROI for your B2B commerce site:
1 . Welcome campaigns: These typically receive highest engagement rates compared to other emails sent and definitely a must to include in strategy for engagement. Style, structure and content can be different for every industry and marketing team should optimize to drive best ROI. One example is a three-stage program that begins with a “Thank you”, followed by a trust building email including some benefit and ending with a time-limited offer that would be attractive for selected customer.

2. Abandoned cart campaigns: One difference between B2C and B2B commerce is that for B2B you are dealing with a buyer that has to strive for the best deal out of a wide variety of goods and service for his/her organization that comes with a longer selection process & approval. That results in your customers leaving goods at cart more frequently. With marketing automation support and tailored campaign programs with best content there is a great potential to rescue abandoned carts and drive revenue.
3. Replenishment campaigns: A core component of post-purchase strategy and a great way to increase loyalty is to introduce a robust replenishment campaign to remind your customers to re-order consumable products when they are about to run out. In order for this to be more effective you should use data insights like average depletion and reorder periods to promote relevant products and provide personalized replenishment benefits.
4. Content-led campaigns: Examples can include user generated content like customer testimonials/feedbacks or advices that your customer might want to know about your product or service

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