Approaching Digital Transformation with a Marketing Mindset

In IT departments, digital efforts are changing, but marketers must play a critical role in driving their business to digital maturity.

Online sales skyrocketed in 2020 and, as digital channels become overcrowded, brands need to stand out throughout the customer journey.

Personal relationships are disrupted and personal opportunities are canceled shortly, so B2B marketers need to find new ways to guide and interact with their customers. Hyper personal B2C engagement tactics are seeping into the B2B sphere, as social media and email marketing are no longer sufficient to provide engaging user experiences.

Buyers now expect highly interactive exchanges between people – in person or digitally – at all touchpoints.

The form of engagement may vary by sector. For example, companies that rely on heavy paper roads, such as banks and law firms, should look for platforms that enable secure collaboration and transfer of documents. But, regardless of their industry, one thing is certain – companies that offer the most engaging and creative experiences will develop brand awareness and gain long-term loyalty.

The importance of a marketing mindset

B2B companies often lack self-awareness of their brand image, which is why marketing attention is critical to digital transformation. Marketers have a deep understanding of their customers’ motivations and behaviors, but the wrong tools and processes prevent companies from accessing this information. Incompatibility is a particular concern now that traditional methods of customer engagement have become largely virtual.

Without intervention, the lack of personal interaction can lead to loss of loyalty and decreased brand awareness. Capturing the core of the customer’s personal experience on a virtual branding platform helps customers stay engaged with your company. Simple, high-quality tools also create recognition and create a space to display your name, logo, and other components of your brand. As you activate more digital channels and connect with new and potential customers, you will expand your reach and therefore your awareness.

A customer-centric approach helps companies to retain and attract new customers, and the use of a strong digital strategy, with the right tools, is necessary for the current customer-centric experience.

However, in many organizations, digital tools are researched and selected by the IT department without input from marketers. If these teams don’t work together, customers can have a fragmented digital experience.

Brand awareness through perfect customer experiences

Unified marketing and IT strategy is the key to achieving a customer-centric digital transformation. If you don’t focus on customer satisfaction when building more complete digital experiences, it will have an impact and customers will be looking for more memorable brands.

All companies, from banks to manufacturers, can take steps to maintain all interactions with the customer, generating internal and external holistic changes:

Focus on education. Customers strive to build relationships. As a result, the buyer’s journey may seem different and take longer. Education and thought leadership about your brand and the benefits of using your platform gives customers access to your business.

For many users, a smooth digital experience can be the end of the physical journey for small businesses, which prefer the convenience of shopping digitally out of pocket. As you work to build trust and understanding of your business and processes, potential customers will choose you instead of being willing to convert.

Offers an advanced digital experience. Offering all of your organization’s resources on a single platform offers customers a consistent and seamless experience across all devices. Customers don’t want to switch programs to get involved, and you can differentiate your business by creating channels that streamline communication with customers.

Your digital transformation strategy should create a virtual branch of your business that offers the same offer as a physical branch, but remains accessible anytime, anywhere.

Integrate internal and external communication platforms. Most companies regularly update and improve their websites and have recently created new ways to interact with customers. But websites generally do not allow interactivity between users and members. Company representatives use third-party systems to communicate with team members and customers, reducing efficiency and security.

Work with your IT staff to find a platform that provides customers with an end-to-end business experience and a centralized communications hub that allows employees to do their jobs better.

In an era of rapid digital transformation, your customers and competitors are rapidly expanding your digital offering with your business. The internal mismatch leaves you with several steps. You’re marketing and IT teams need to think like your audience and work together to implement tools that meet users’ individual needs.

Meeting these needs requires a unique user experience that puts the benefits of personal involvement in the back pocket of potential customers.