How B2B Brands Can Leverage MarTech Customer Success Teams to Reach Their Goals
When B2B brands buy software, sometimes that’s where the relationship with the martech provider ends. But here’s how those brands can leverage martech customer success teams in order to reach their goals. The vendors know B2B and B2C companies face unique challenges and opportunities, and therefore, their sales and marketing strategies differ.
While B2C brands tend to engage with individual consumers, B2B brands engage with a number of stakeholders — ranging from user-level personnel to the C-Suite — and typically have lengthier sales processes. However, B2B organizations on the whole are still relatively new to using customer success to reduce churn and increase upsell opportunities.
Customer success teams are designed to deliver business value to each client. It’s critical for these teams to understand what moves the needle for each client, and how their technology can help them achieve those goals. Customer success teams also need to recognize that large B2B organizations often operate in silos. As such, they must be prepared to help clients navigate their own organizations and use technology to break down those walls.
Here are four key ways martech customer success teams can support B2B organizations and drive success:
Brands Can Use the Teams to Help Them Modify Support Processes
In years past, vendors selling larger technology stacks would go directly to the CIO to pitch their offering and value proposition. However, the sales cycle has changed. Now vendors are adopting a multi-pronged approach that also targets developers or end-users of their software — usually by offering a trial — in order to get buy-in at different levels of the organization. So they’ll do this for you before you even purchase the product. By adopting the same model and establishing relationships at the user-level, martech customer success teams can better support the upfront sales process, as well as longer-term retention efforts with B2B brands.
Marketing Tech Teams Can Be Trusted Advisors
Customer success teams can act as trusted advisors to their clients, quickly identifying business problems and configuring the technology they are implementing to address those problems. This is even more critical for global organizations, where customer success can help navigate the various regional requirements where the platform is being deployed. Customer success teams must also work closely with the actual users of the platform, helping them extract value while demonstrating the benefits to the business as a whole.
The Teams Can Ensure Vendors Deliver on Pre-Sale Promises, Post-Sale
Martech customer success teams can create a feedback loop by serving as the voice of the client. A client’s business is constantly evolving, and customer success teams must be able to anticipate their needs and help their business grow. Just because a customer bought a technology solution doesn’t mean all of their problems are solved. Customer success not only needs to help clients understand what they have in their hands, but also ensure customer feedback is socialized internally so that product improvements can be prioritized accordingly.
The Teams Can Help Brands Take an Iterative Approach
Many organizations make the mistake of taking an “all or nothing” approach when adopting a new technology. However, a phased approach can make for a much smoother migration. When working with new clients, martech customer success teams must ensure they know where to start and how to go about adopting a new technology without significant disruptions to day-to-day business processes. By charting a course to victory, customer success teams can help their clients create an initial set of results to prove the technology’s performance. Moreover, they can use those early successes to evangelize the platform and build momentum for expansion.
While B2B companies often have multiple goals and objectives, customer success must be included among the top in order to survive and thrive. Building a culture of customer success not only enhances day-to-day interactions with clients, but also positively impacts the success of B2B companies as a whole.