What is the best way to create engagement with B2B buyers and customers in 2024

Engaging B2B buyers and customers in 2024 requires a mix of personalization, technology, and relationship-building strategies. Here are some best practices tailored to the current landscape:

1. Personalization at Scale

• How: Use AI tools to segment leads based on behavior, industry, and needs, then deliver customized experiences.

• Why: B2B buyers expect consumer-like experiences with personalized touchpoints.

• Tools: AI-powered CRMs, dynamic content platforms (like HubSpot or Salesforce).

Example: Sending tailored product recommendations or case studies relevant to a specific industry or buyer’s role.

2. Leverage Content Marketing and Thought Leadership

• How: Create valuable, non-promotional content like whitepapers, webinars, podcasts, and case studies.

• Why: B2B buyers are more informed and prefer engaging with companies that position themselves as industry experts.

• Content Ideas: Future trends reports, industry benchmarks, solution comparison guides, and customer success stories.

Pro Tip: Use video content and short, insightful LinkedIn posts to position yourself as a thought leader.

3. Interactive Sales and Marketing Tools

• How: Use tools like chatbots, product configurators, and ROI calculators on your website.

• Why: B2B buyers want easy access to information before engaging with sales teams.

• Example: Implement a product demo tool that lets buyers explore solutions before committing to a sales call.

4. Account-Based Marketing (ABM)

• How: Use ABM strategies to target high-value accounts with personalized campaigns.

• Why: Focused, customized outreach results in higher engagement and better conversions.

• Example: Customized email sequences, retargeting ads, and co-branded events for specific accounts.

Tools: Platforms like Demandbase or 6sense for ABM insights and campaign orchestration.

5. AI-Driven Insights and Recommendations

• How: Use AI-powered tools to gather insights about buyer behavior and recommend next steps (like Soarscribe or Gong).

• Why: Real-time insights help sales teams engage with buyers at the right time with the right message.

• Example: Receive AI-driven nudges to follow up when a prospect opens an email or revisits your website.

6. Optimize Omnichannel Presence

• How: Be present where your buyers are — email, LinkedIn, online communities, and events.

• Why: Buyers engage with multiple touchpoints before making a decision.

• Strategy: Ensure consistent messaging across channels, and respond promptly through email, chat, and social platforms.

Example: Use LinkedIn to connect with prospects, nurture relationships through personalized content, and offer exclusive webinars or roundtable events.

7. Invest in Customer Success and Support

• How: Provide dedicated customer success teams and AI-enabled support.

• Why: Building long-term relationships is essential in B2B to retain customers and drive expansion opportunities.

• Example: Use customer health scores and predictive analytics to identify clients who need more support or are ready for upsell opportunities.

8. Create Collaborative Communities

• How: Launch customer communities or online forums for peer engagement.

• Why: Buyers trust peer recommendations and insights.

• Example: Host a community platform where customers can exchange ideas, troubleshoot issues, or co-develop solutions.

9. Offer Micro-Experiences and Pilot Programs

• How: Provide "try-before-you-buy" options like limited trials, pilots, or free product consultations.

• Why: Buyers prefer experimenting with a solution before committing to a large purchase.

• Example: Offer a 30-day pilot with tailored onboarding support.

10. Hybrid and Virtual Events

• How: Combine in-person and virtual events for maximum engagement.

• Why: Buyers still value networking but appreciate the flexibility of online engagement.

• Example: Host virtual product demos with live Q&A and invite key customers for in-person executive roundtables.

11. Use Data to Drive Timely Engagement

• How: Monitor buyer activity using tools like HubSpot, Salesforce, or Marketo to engage at the right moment.

• Why: Timing is critical — engaging at the moment of interest increases conversions.

• Example: Automate follow-ups when prospects revisit your website or open your emails multiple times.

12. Sustainable and Purpose-Driven Messaging

• How: Highlight sustainability initiatives and corporate social responsibility (CSR).

• Why: Buyers increasingly prefer working with companies that align with their values.

• Example: Share stories about environmental, social, and governance (ESG) initiatives.

Conclusion: Building Trust and Long-Term Relationships

• Engaging B2B buyers in 2024 requires a customer-centric, tech-enabled approach.

• Use personalization, omnichannel strategies, and AI-driven insights to deliver the right message at the right time.

• Focus on building relationships through thought leadership, community, and customer success programs.

Final Pro Tip: Stay agile — continuously analyze buyer behavior and evolve your strategies accordingly to meet changing needs.