Not so long ago there were two avatars for marketing: business-to-customer (B2C) and business-to-business (B2B). The common understanding was that they needed to be tamed differently because they were both different animals. There is one factor that both of them have in common today – the big D!
Whether it’s a customer buying a new electronic book or a lab buying a huge, complex piece of equipment, business is driven by digital engagement.
From the first “hello” to the triumphant “thank you for your order” it’s about understanding the various points of contact in the course of the customer journey and aligning your content (or interactions) in such a way that they match and promote the association.
Each trip is unique to the customer and the needs. Our customer today is Jane.
Jane is a young scientist. The laboratory manager asked her to look for new research equipment for her upcoming project. Jane loves shopping no matter what. Excited, she calls a friend who works in the same domain but has more experience. What do you recommend? Ask Jane after she lets her friend know. The friend suggests a few names but encourages Jane to do her own research. Jane definitely wanted to.
Jane Googles analytical tools terms on her phone. A list is displayed. At the top is an ad for the product her friend from Right Labs recommended. The link takes Jane to a website where she can find exactly the products she needs. She registers on the website and pulls her selection into the shopping cart. Then caution and closing time come in. Shouldn’t she speak to David, her immediate boss, first?
The first virtual date
The next day, Jane continues her research, documents her results properly, and brings them to David. Shortly after she and David finished their discussion, Jane received an email from Kimberley at Right Labs. The email thanks her for visiting her website. The loaded shopping cart is not mentioned, but there is an invitation for two to a virtual event. Given the upcoming research project, the event is just the right one. She inquires with David and they both sign up for the event.
The all day event turns out to be extremely useful. They learned a lot more about the products they wanted to buy. The views of industry experts and key opinion leaders were a bonus. They also gathered good material to study. When Kimberley asked them if they wanted to schedule a demo, they immediately agreed.
Over to Kimberley
With the world still recovering from the pandemic, a physical demo was out of the question. But Kimberley was prepared. She secured two VR headsets and loaded them with the required interactive product demos. She sent the headsets to Jane.
The VR demo was an exciting experience for both Jane and David. They invited several others from the lab to see the demo. (Thank you, Kimberley, for the face masks and abundant disinfectant supplies!) The VR app recorded everyone’s feedback and sent it to Kimberley. Kimberley smiled.
Jane and David were almost certain that the products would meet their needs. However, given the volume of investment during these tough times, they wanted to make sure the products were reliable. Have there been any good testimonials from actual users? Have the devices been secured by good support? When and how could they see a real demo?
Kimberley had anticipated the questions and was ready. Customer testimonials, service insurance information, and a schedule for a live but remote demo were provided. Kimberley and Jane worked together to make sure the demo went well.
Finally, David and the lab manager were convinced and decided to continue with the purchase. Jane completed the transaction online and entered into a collective agreement for consumables.
Welcome on board
Jane and the team were very excited about the new product. They were given access to the Right Labs eLearning portal and the full digital toolkit.
Everything they needed to know, from laboratory preparation to installation and commissioning after installation, was just a tap away. The service technician who visited the laboratory came prepared with all the information. Not only did he provide a detailed demo, but also valuable tips to quickly find the right information on the support portal.
Once, a few weeks after buying it, they needed quick help with a small problem they were facing. They reported the problem on the company’s support portal. Almost immediately, the Right Labs portal presented Jane with some troubleshooting tips. To make things easier, there were also videos demonstrating methods of solving the problem. Jane was able to quickly resolve the problem and continue her research without jeopardizing her deadline.
Spread the good word
Jane and David completed their research project well in advance of the deadline. The new tool and support from Right Labs played an important role in its success.
Jane announced the team’s performance in one of her social media posts. This included a picture of Jane right next to the instrument. Kimberley picked it up and congratulated Jane. Soon the post gained traction.
Kimberley invited Jane to speak at her next virtual event. Jane was no longer a prospect, but an experienced and successful user. Her experience and guidance have been of great value to several other Janes and Davids on their own exploration expeditions.
Let the credits roll
Meet Mike and Laura. They are the superstar marketers from Right Labs. Wonder why they never appeared in the story?
They were busy behind the scenes making sure that thousands of customers like Jane got the right content at the right touch point at the right time on every single customer journey. Kimberley was the interface; Mike and Laura were the engines.
It was important for her to understand the personality of her customer well, to map the journey from the customer’s perspective and to define suitable points of contact or channels so that the right content could flow. They worked to ensure a productive engagement that led Jane and Right Labs to a successful outcome.
For them, Jane was now part of their happy family. The task of expanding the family of satisfied customers was hugely rewarding and never ended.
That’s why Right Labs remains at the forefront of its market segment. Because Mike, Laura, Kimberley and every other member of the team never stop learning to anticipate their customers’ needs and to serve them properly.
B2 B-Marketing is one of the areas where Ethosh specializes in delivering strategic content, including AR and VR, to make every customer journey a rewarding experience for everyone.