How marketing can increase IT customer trust and inspiration in B2B
A solid criterion. Reinforcing customers’ decisions. Reaffirming their beliefs and convictions. Making them understand that they are acting under the best value judgment. Marketing can increase IT customer confidence , being a source of inspiration in the B2B sector .
It plays a crucial role in increasing confidence in your decisions, and this point has been seen as fundamental for the growth of quality accounts, according to various studies, such as the latest report by the consulting firm Gartner.
By creating content and messages, using the right tools, you can accompany the customer on their journey, reaffirming their willingness to make organizational changes that multiply the value of purchases. Well-planned marketing is a reactive, as it increases trust.
Trust is a necessary element in these dynamic and sometimes challenging times for the IT sector. Despite multiple strategies being used, most B2B sales leaders point out that marketing is struggling to meet annual account growth goals.
Confidence in decisions is the key driver of growth , and it is therefore necessary to consider how it can be increased. Marketing must be present in supporting the decision (advice and tools). The tactics that are most likely to be successful are those that increase this confidence , the engine of account growth. Those that offer help to buyers to advance in their purchasing process. Those that act proactively and continuously to help them identify their objectives and facilitate their achievement.
Marketing has a multitude of channels and many types of content. From email campaigns, interactive websites, tools that better manage and integrate accounts, emails designed to help customers use and gain value from the service, webinars, testimonials, tools that assess their needs and if any type of escalation is necessary, etc.
It becomes a bridge between the client’s decision to change and the final objective. It is the companion who is at the service of these decisions, who reaffirms them and acts at the right time.
It is a guide in the process that begins when the client wants to break away from the status quo. But perhaps he lacks the tools, support and confidence necessary to achieve this goal. Well-integrated marketing within this strategy will ensure that the client reaffirms his will and will prevent him from opting for new suppliers from the competition.
Clients on the journey of change—ensuring quality account growth beyond repeat purchases— need to be mentored and motivated at every step of the journey , confident that each step is the right one.
By helping them explore new needs and defining sequential growth paths, they will be able to develop their capabilities on their path to success.
