‘What defines a great customer experience for B2B companies?’ – Econsultancy
Nikki Gilliland says, “When writing about customer experience we’re often guilty of neglecting B2B companies, believing that it is mainly a focus for large consumer brands.
However we recently sat down with John Watton, EMEA Marketing Director at Adobe, who explained that CX is just as important for B2B marketers.
You can watch what John said in the videos below, as well as read a summary of his points.
Conversation with customers
John states that content marketing is the key to a good customer experience, regardless of sector or industry.
By content, he means creating a conversation in order for the brand to let customers know what it is they stand for.
This might be inspirational content that is designed to build awareness. It could be transactional, to provide a specific solution, or alternatively, it could be a broader conversation to prove the ongoing value of a brand or service“.
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