Most B2B companies deal with their channel relationship management with a different mindset than they’d do in the B2C sense. However, there’re similar dynamics, and we can interpret the majority of marketing problems and solutions in B2B from this filter.
Some marketing problems originate from the false but common belief that the B2B environment is a mechanical one. However, it’s still operated by people. As much as we talk about a variety of B2B marketing automation within this environment, we still rely on the human factor.
We took a glance at what prominent academic research and popular blogs have to say about the common challenges here. There is a clear pattern that most problems converge on this very factor. When boundariless technological advancements got everything digitalized, ironically the need for maintaining relationships in a personalized manner became more and more critical.
Common Pitfalls Leading to Marketing Problems in B2B
B2B is all about tackling complex relationships and making the right sense out of them. For this, we need the right kind of technical base that is consistent and relevant. Then, there is amazing supporting equipment like Apex Loyalty, and we’ll be understanding these marketing problems and solutions in B2B from our lens.
Steering from the Authentic to the Easy and Common
Many firms tend to think they can go with simpler and not-so-interesting content when it comes to orchestrating their B2B families. One reason is that the B2B channel is not as diverse as the B2C one. That makes them think creating a few templates that would fit with many tasks would be more than enough. However, creativity and personalization are just as important in the B2B context, it is only different.
Don’t forget they are “customers” to pamper from time to time, and do not neglect the psychological aspect that also needs nourishing. A business relationship consists of operations plus that aspect. So it won’t hurt to get creative with rewards or campaigns.
Actually, Apex Loyalty takes its strength from its innovative components that cultivate a positive connection within a brand channel. This is possible through many means, and one is effective loyalty-building. Our interactive gamification utilities contribute to meaningful mutual communication.
Lack of Training within Channel
Training is one of the most commonly neglected areas. Amidst daily hassles, it’s a quick reflex to postpone education sessions which have come to be tedious. No one would really care to spend the time to hear what they already know, instead of getting another task done. We’ve been there, and know that.
Therefore, as Apex Loyalty, we refined the concept of training by adding the fun element to it. Our gamification elements not only reinforce the positive atmosphere but also serve as opportunities to train your channel on particular matters. You can tailor them the way you want either for partners or for the customers.
Disharmony with Other Compartments
B2B marketing problems and solutions – as controversial as it seems, they both come from the notion of operating as multiple bodies. When the whole parties are not on the same page, the main business goals might steer out of the track. If you let this build-up for long periods, it can even end up with an inconsistent brand identity.
Again, this is a matter of proper communication and the enabling mechanism where any department would fit easily in and function.
Picking Your Niche Wrong
Today’s eCommerce habitat is wild, and the audience is insanely diverse. Survival became more and more about defining yourself in the most basic way possible and reaching out accordingly. This’s one reason new-gen startups can thrive and reach the same level as some giants did, in the same amount of time.
What can Apex Loyalty contribute to building your niche in that sense? Establishing loyalty, either for your partners or end customers, entails sorting relevant audience segments. Building the structure of your campaigns on this backbone, you’ll establish successful and relevant customer campaign segments. The Apex Loyalty wizard lets you produce numerous customer segmentation and campaigns, which enables point collecting and redeeming.
Complexity in Operations
User-friendliness is a must-have in anything related to business in digital domains. You can make it a part of your services through greater strategies, or even by making a small change like having a user-friendly panel. Utilizing tech to make things easier is the key here. Complexity does not always imply sophistication. But adjusting tech to fit with a whole team of people and their diverse needs are indeed a virtue.
With the flexibility in Apex Loyalty, you can regulate all platforms within your channel. Partner platforms designed accordingly is a start to make your partners develop a nice feeling of familiarity. Our drag-and-drop wizard is easy, but a practical way to accomplish a pleasant user experience to start with.
Apex Loyalty Contributes to Marketing Solutions in B2B
Apex Loyalty is not only an integral part of your marketing strategy but also a powerful catalyst in channel relationships.
You can read our previous post on https://www.apexloyalty.com/what-should-not-be-done-about-customer-incentives/