The Best Ways to Turn B2B Prospects into Brand Advocates

Customers are the lifeblood of your business, but do you think it’s a good idea to focus all your efforts on acquiring new customers?

The simple answer is ‘No’. Still, most businesses tend to focus their engagement strategies on purchasing without emphasizing post-sales customer engagement that can drive your growth faster.

For example, research shows that returning customers spend 33% more per order than new customers. They are also more likely to recommend your brand to others, create a positive image and generate more revenue.

Turning your customers into brand advocates

It is a fact that most people rely on personal referrals rather than paid advertisements. This also means that word of mouth marketing through loyal customers is one of the fastest ways to grow your revenue and customer base.

Engagement marketing can identify and engage passionate customers and use the after-sales customer experience to outperform the competition.

If you have growth on your mind, now is the time to focus on returning customers and turn them into active brand advocates using these four strategies that focus on thoughtful engagement and exceptional customer experience.

1. Develop a seamless onboarding process

First impression matters; Therefore, your onboarding process has a significant impact on your retention rate. For example, around 75% of your customers will likely leave if they don’t see value in your product within a week of using it. Additionally, 86% of users are likely to stick with your product longer and even pay more for the product when accompanied by an engaging and educational engagement program that helps them make the most of it.

Also, once customers understand your product and derive maximum value from it, they are more likely to spread good words about it.

However, beware of information overload or information overload to your customers when developing an onboarding program. Instead, develop an easy-to-use, step-by-step opt-in email thread, preferably with video tutorials and in-product guidance, to engage users and ensure they seamlessly use your product’s core features.

2. Integrate Live Chat Software into Product Pages

A Gartner report states that more than three-quarters of customers prefer live service channels such as phone, live chat and email, and the majority expect you to provide good or excellent service. The report goes on to say that customers are significantly more loyal when their expectations are met.

However, if you want to turn customers into loyal advocates, you need to give them something extra; that is, you need to go beyond their expectations to develop highly personalized shopping experiences that keep them coming back for more.

Live chat software for customer engagement

Integrating live chat on your product pages can help you achieve this by creating seamless customer service experiences for users. For example, if a user lingers on a page for a while, you can send a proactive live chat notification to address their concerns. It also comes integrated with advanced live chat software, co-browsing and screen sharing capabilities, making it possible to make on-screen product demonstrations, explain complex features, and solve user queries seamlessly.

Not surprisingly, the American Marketing Association found that B2B companies using live chat saw an average 20% increase in conversions!

Honestly, live chat is a great tool to understand your buyers’ needs and provide them with the solutions they need. Live chat also helps you better understand users by collecting Voice of the Customer data.

For example, you can review chat transcripts to collect words, phrases and questions commonly used by your buyers to optimize your content and marketing strategy. This helps you put your customers at the center of all your business activities, from marketing to product development, potentially leading to a significant increase in revenue as well as user satisfaction.

3. Mobilize existing customers with affiliate marketing

Customers don’t trust marketing ads as much as they trust reviews from real users. All in all, affiliate marketing has proven extremely useful in building user trust and nurturing loyal customers through word of mouth promotion and referrals.

The best part about starting a referral or affiliate program is that it turns passive, satisfied customers into active marketers for your brand, especially since they are rewarded for their hard work. The advantages of an affiliate program are very diverse. Not only do you mobilize customers to actively engage with your brand, you also enjoy visibility on personal websites and social media accounts.

There are many ways to use affiliate marketing to grow your business. For example, you can use software like Tapfiliate to provide personal referral links and coupons to your network and create instantly shareable social media posts for affiliates.

Of course, the way affiliate marketing works for B2B is very different from what it started decades ago. A more recent and successful example is Cisco. The IT firm wanted to encourage its brand advocates or Champions to spread knowledge on various social and professional networks.

Content created by these Champions has been featured on Cisco’s blogs, video series, and podcasts. In return, Cisco offers its advocates to get to know them in exclusive content, get early access to new features, invite them to attend special events, etc. granted special privileges such as Over time, the firm has been able to produce massive amounts of original and engaging content. According to one source, Champions has tweeted 55,000 tweets about the company, with more than 200 posts on their personal sites and 100 posts on Cisco’s blogs. This resulted in over 44,000 hits and 8,000 social mentions.

Another interesting example is Marketo, which decided to get 50 real reviews every three months for third-party websites by encouraging its loyal customers to submit reviews.

Refer your friends with affiliate marketing

Booker offers another example of referral marketing for B2B. Booker, a business management software, has launched a referral program for business owners. With a simple creative and exciting incentive like the iPad Mini, it has encouraged small business owners to refer the software to other business owners to grow their user base.


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4. Run a Loyalty Program

It’s easy – you build loyalty by running a loyalty program! But what does it mean to run a loyalty program for B2B?

Generally speaking, a loyalty program is a strategy that encourages users to engage with your brand in different ways. This includes buying new products, purchasing add-ons, sharing your content on social media, leaving a review, recommending new customers, etc. to earn loyalty or reward points for privileges or discounts. may contain.

Creating a loyalty program is easy enough. Tiered incentives, members-only events, transaction discounts are simple examples of the types of programs you can run. However, just creating a loyalty program is not enough to ensure loyalty. It’s also important that you keep your program easy to use and understand, and that you market it well for broad promotion and adoption.

Know Your Customers to Drive Advocacy and Results

Not every satisfied customer will be a brand advocate. That’s why it’s important to identify and engage repeat customers by understanding what drives their advocacy in order to build a loyal user base that doubles as your organic marketing team.

One of the simplest ways to find out is to do onsite surveys. For example, “Based on your experience, how likely are you to recommend product XX to a friend?” You can ask a question like You can even add some space for comments to understand what makes your customers happy or unhappy. Additionally, it’s always good to connect and seek feedback from repeat customers and those most likely to fail, to understand your successes and failures. You can also invest in social listening to follow people who speak positively about your brand and what they are saying about it.

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