B2B Customer Experience: Making it Real (Part 2)

By Maria Geokezas, VP of Client Services at Heinz Marketing
Too often in the B2B marketing world, we forget an important truth:
Our customers are people, not companies! Behind every brand interaction is an actual person on a deadline, with a budget, goals to meet, and stress to manage. If our customers feel like another cog in the wheel of a sales cycle, their experience with us will feel cold and distant, inducing more anxiety in their search for solutions.
Perhaps this is why 59% of B2B buyers avoid sales reps by doing their own online research — there’s too much noise and not enough human interaction!
As we’ve mentioned before, the foundation of a successful customer experience starts with being useful, easy to work with, and fun. In this way, you not only become indispensable to your customers, but they seek out your guidance eagerly because you’ve removed all friction and provided a