Why Customer Engagement Is Important

August 20, 2020
Contributor: Casey Briglia

Guide customers through the sales funnel with increased velocity while creating a positive brand experience with a customer engagement strategy.

What is customer engagement?

Customer engagement is the process of interacting with customers through varied channels to develop and strengthen a relationship with them.

Why is customer engagement important?

Customer engagement benefits buyers and suppliers alike by increasing close rates while meeting current B2B customer expectations. Keep customers engaged throughout their purchase journey to develop customer loyalty and collect valuable customer information.

More customer interactions lead buyers to find your brand more valuable and provide you with customer insights. Those customer insights can inform marketing decisions such as retargeting and content development, as well as sales processes such as messaging and outreach methods. 

Customer engagement:
  • Boosts brand experience
  • Increases customer loyalty and trust
  • Provides valuable customer feedback and insight
  • Improves customer experience
  • Increases sales funnel velocity
Create an effective engagement marketing strategy.

A marketing engagement strategy should heavily consider what existing and potential customers need throughout their purchase journey. Identify the key steps in your target audience’s purchase journey and add a touchpoint to reach customers consistently. Each touchpoint should include helpful, personalized information to provide positive customer experience and build customer loyalty. 

Develop content that supports buyers’ evolving needs throughout the funnel. Use customer insight and data to create a positive brand perception and boost engagement across all channels. Create content that is relevant, as well as resourceful, and helps your target buyer understand how your solution will help them solve their business challenges. Think strategically about what should be included in marketing content, the appropriate outreach channel and how it may affect your customer interactions. 

Get creative with customer engagement, especially on social media, and don’t limit outreach and marketing campaigns to only Twitter and Facebook. For example, does your target audience include a younger demographic? Consider newer social platforms such as TikTok. Or would your product benefit from a visual aid or experience? Add Instagram to the planned engagement mix.

Boost sales success with customer engagement.

Build trust between your sales team and customers through consistent, personalized touchpoints on a variety of relevant channels. Remember that each touch should meet the customer’s progress along their purchase journey, and provide useful information or content that drives their movement through the sales funnel. 

Supply your sales teams with customer interaction insights, which they can use to develop thoughtful messaging and select content that supports specific outreach goals. Sales interactions should support customers as they research and narrow their options, but shouldn’t feel forced. Be perceptive when interacting with customers, take note of what works, and find the channels and types of outreach that work best for your team and ideal buyer persona. 

When you strive to improve connections and lead handoffs between sales and marketing, customer engagement is essential. Marketers should deliver timely, personalized content that educates and creates qualified leads. Sales should continue to nurture and engage buyers across a variety of channels to establish business relationships and increase close rates. 

Build a more effective customer engagement strategy and learn how to target customers in today’s rapidly shifting business climate with our white paper, “Customer Engagement Evolves.”

Casey Briglia
Casey Briglia is a Marketing Specialist on the Gartner Digital Markets marketing team. She specializes in B2B content creation and strategy to help software businesses reach their marketing goals. When not at work, Casey can be found walking her yellow lab, listening to podcasts, and baking chocolate chip cookies. Connect with Casey on LinkedIn and Twitter.

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