B2B Buyers in 2016 Expect More Engagement from Marketers

As technology continues to evolve, new research shows that B2B buyers are expecting more out of marketers. The “Mastering Revenue Lifecycle Management” study from Forbes Insights has found that 81 percent of today’s customers expect vendors to engage with them.

According to the data, failure to do so could result in a loss of business, as about 73 percent of marketers claim that customers typically compare existing vendors with other competitors in terms of post-sale engagement.

“Today, vendors do not have the luxury of leaving their clients to their own devices in assessing how to extract full value from their purchases,” wrote the researchers. “Instead, companies must make the investments—either through partnerships or directly—that allow them to be front and center in assisting their customers as they maneuver their way through the complexity and intricacies of the products and services they buy at every stage of the lifecycle.”

Currently, 42 percent of surveyed marketers stated that expanding their customer base is their top strategic priority as an organization. Approximately 32 percent are concerned with retaining their existing clients, while 31 percent are focused on improving customer engagement.

Maintaining Relationships with B2B Buyers

Previous research shows that there are several factors that play a role in B2B buyers’ relationships with vendors. The “Rethink the B2B Buyer’s Journey” eBook from LinkedIn found that 52 percent cite trust as the largest reason for their strong relationships with vendors.

On the other hand, 31 percent stated that lack of responsiveness is to blame for weakening relationships with B2B vendors over time. Financial terms (30 percent) and speed of delivery (28 percent) were also cited as key issues.