Why Customer Service Should Be Part of Your B2B Marketing Strategy

Numerous leaders already understand that the marketing and sales relationship is crucial to success when it comes to B2B. The exchange of details in between these teams makes it possible to get a complete view of the consumer and deliver linked experiences– something 69% of them anticipate. Theres a third partner you may have overlooked: service..
While sales and marketing collaborate to bring consumers through the funnel, the customer service group can develop on that momentum by providing valuable insights and connection indicate help establish the strong relationships that consumers crave and companies need for long-term value. Service engagement is critical to developing a cohesive customer journey..
Required proof? While 76% of clients expect consistent interactions across departments, 54% state it seems like sales, service, and marketing do not share information. For truth to mirror expectations, these functions need to interact.
More data, more insights, and shared details across marketing, sales, and service drives a more smooth experience for your consumers, which strengthens your brand, increases complete satisfaction, and grows retention. Before I found my house in marketing, I took on numerous functions in customer service and sales.
Here are three reasons you must integrate the service team into your B2B marketing strategy.
1. Customer support collects front-line information that sales and marketing might miss.
Today, fantastic customer support isnt about surpassing your competitors; its about competing with a consumers last finest acquiring experience– in any space. “Customers expect it to be easy to do service with a brand,” stated Joy Corso, primary marketing officer at Vonage. “When the experience does not fulfill their expectations, trust is broken. Youve simply provided a factor to question their choice.”.
Service employee can easily determine the overall health of consumer relationships through their daily conversations. They gather important insights on buying discomfort points, item satisfaction, and perceived gaps in the consumer journey. Sales representatives and online marketers can incorporate these insights into their own efforts and avoid upselling and cross-selling errors..
But the synergies dont stop there. When service group members have access to sales and marketing information, theyre much better placed to nurture at-risk accounts and support deals in development.
” Im not sure individuals really value the type of information you get from your customer support group. Theyre a gold mine of insights,” Corso described. “These insights may be various from sales and marketing, however theyre similarly as crucial to get a data-driven picture of the consumer. You can serve up solutions when you see theyre having an issue if you can paint that picture. If you know where they desire to take their company, you can serve up prospective brand-new items. You can triage things before they end up being a problem.”.

While 76% of consumers expect consistent interactions throughout departments, 54% state it feels like sales, service, and marketing dont share info. More data, more insights, and shared info throughout marketing, sales, and service drives a more smooth experience for your consumers, which reinforces your brand name, increases fulfillment, and grows retention. Prior to I found my home in marketing, I took on several roles in customer service and sales. Today, excellent client service isnt about surpassing your competitors; its about competing with a clients last finest purchasing experience– in any area. “These insights may be different from sales and marketing, but theyre equally as important to get a data-driven picture of the client.

Vonage CMO Joy Corso recently appeared on the Marketing Trends podcast to discuss the role these dayss CMO, the value of integrating consumer service into your B2B marketing efforts, and leveraging your martech stack.
2. Technology makes it easy to include service into your B2B marketing efforts.
In todays digital world, you dont need to depend on manual procedures, in-person meetings, or perhaps video calls to keep internal teams linked. In reality, many organizations currently have a CRM in place to offer a single source of reality for consumer data..
Sales and marketing arent the only groups that stand to benefit from this details. When you integrate service into your martech solutions, all 3 groups can share, receive, and act on information in genuine time. When you leave service out, youre limiting how reliable your technology stack can be..
” The goal used to be getting consumers to remain on your website as long as possible,” Corso stated. “Now, its not simply keeping them engaged, its likewise getting them to the best area– assisting them receive from point A to point B as rapidly as possible with the least quantity of friction, and making certain they get what they want and need. “.
She kept in mind, “Were all consumers, and when you need to offer your details multiple times, its tough. Theres a beauty to it when companies get it right.”.
3. Customer experience is a group sport.
At its core, B2B marketing is about putting your buyers at the center of every interaction– no matter who they engage with at your business..
Just like a rowing group goes faster when all oars are in the water, your sales, marketing, and service groups will provide much better customer experiences quicker when theyre in sync on which accounts to target, how best to engage and grow those relationships in time, and what success ultimately appears like.
” Its a group sport,” Corso said. “You burn a great deal of calories when youre not entering the very same instructions. Magnate need to make sure their teams are lined up and working together to deliver the very best customer experience possible.”.
Hear more insights from Vonage CMO Joy Corso in this episode of The Marketing Trends podcast.
Discover more about aligning sales, marketing, and service with an account-based marketing approach with these B2B marketing resources from Salesforce.

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