EngagementLogic Blog How can Customer Engagement grow revenues for B2B Enterprise companies?

Following the last article I wrote, Beyond the Health Score: Harnessing Improved Customer Success Management With Deeper, Real-Time Insight, this is a good time to start a discussion on how consistent "customer engagement" is becoming important for B2B Enterprise buyers.From this article, you will learn about the relevant stages and the key elements of customer engagement to help grow revenues.Today's B2B buyers are spoilt by their B2C digital commerce expectations around ease-of-onboarding, personalization and functionality. Companies like Apple, Google and Amazon have made their buyers' experience consistent regardless of the channels (and devices) they are on. Those buyers now expect this same convenience when they engage with any B2B seller in the market. Creating a personalized, seamless Omni-channel experience involves integrating people, processes, technology and data. In B2B, even with all the tools available to better manage Customer Success, Customer Relationship and Support, the issues around data silos and measurement is still a daily challenge. So, if various systems at your Enterprise are not talking to each other and if you are not sure what to measure then you can never improve your "customer engagement".An Enterprise software vendor should be thinking about collecting and measuring Customer Engagement data across this entire buyer journey -Awareness - when prospects discover they have a needDiscovery - prospects begin to evaluate available sellers or solutionsInterest - prospects shortlist a list of sellers to contactEvaluation - prospects consider the pros/cons, features, functionality, pricing, pre-sales/post sales customer support etc. and decide on the best fit.Trial/Pilot - if applicable, a crucial stage where prospect gets their hands on your product for a limited period so they can validate their hypothesis from the evaluation stage.Purchased - prospect is now a customer and has acquired the product.Onboarding - customer starts to customize the product (if applicable), invites more product users and schedules training.Growth & Advocacy - customer is growing the use of the product, getting the expected return on their investment and ready to share their experiences with others.Renewal & Churn - customer decides to continue investing or leaves the product for a better alternative.Off course, some stages may have more customer data available than the others but integrating the right set of technologies at each stage can give you unprecedented insights that can help maximize customer lifetime value (CLV). I shared this in my previous post, how customer data is spread across many data sources depending on the stages listed above. Hence, it becomes crucial to deploy and integrate technologies that support capturing complex customer journey data.There are many technologies covering various aspects of this customer journey for better customer engagement. Each of these systems of engagement technologies plays an important role to help you -Bring your people (or teams) working togetherIdentify where to further fill the technology and information gapCapture and share data to measure customer engagementLearn or discover customer behaviour before implementing processesAt times different technologies may even overlap when a customer is touched more than once in different stages. For example, two prospects from the same organization may be interested in your product, where one downloaded a whitepaper from your website for evaluation and another signed up for a trial. This is one of the reasons why we at Engagement Logic integrate with 3rd party products such as website analytics, customer success management tools etc. to ensure customer events data is properly consumed by our application. We are currently focused on all stages of Customer journey data between "Trial/Pilot and Renewal/Churn stage". This is helping both sales and customer success executives measure customer engagement based on the actions (or events) taken by various customers within a certain time span. This engagement data then leads them to uncover potential upsell opportunities and proactively manage churn.Here are few recommendations for all the B2B Enterprise Software companies looking to grow revenues through better "customer engagement" -Map out your prospects' buying process. The earlier you get involved, the more data you will collect to further personalize their experience.With the customer journey in mind, businesses should leverage technologies that are covering at least 2 or more stages of customer journey.Constantly learn from the data, measure the impact and refine customer touch points.Do not get overwhelmed with the noisy marketing around Customer Success health, irrelevant social data and software technologies that are not leading you directly towards growing revenue.At your company have you covered any engagement aspects of your customer's journey? Are you looking at the customers' data collected over pre and post sales? Please feel free comment, as we would love to hear about your experiences.Want to learn more? Click here for a DEMO