THE FUTURE OF
ENGAGING
CUSTOMERS
ENGAGING
CUSTOMERS
Challenge:
The business climate during the COVID-19 pandemic has forced briefing center operations to quickly find alternate ways to engage customers. Simply digitizing the traditional in-person visit by creating a guided virtual tour and incorporating sleepy sales tools (slide presentations, PDFs), website links, and boring videos to communicate product/solution messaging is not enough. In fact, this content is even less effective when used via video conferencing, as customers are combating distractions while not being actively engaged with the experience.
Solution:
According to Sirius Decisions (the leading global B2B sales, marketing, and product research firm), failure to effectively communicate competitive value differentiation is the number one reason that global B2B companies lose deals that they should win. To overcome this, briefing center managers must help visitors understand their value differentiation by offering a personalized, virtual visitor experience, honed into guests’ backgrounds, challenges, and interests. Make each visitor an active participant. We must change the dynamic on how we engage with customers and transform existing solutions to...
- Give customers control by putting them in the driver’s seat to uncover value messaging
- Transform discussions from individual products to solution discussions
- Elevate your relationship from a vendor to a trusted advisor
- Lead conversations with industry trends and individual challenges that resonate value, instead of product feature/function
- Provide impactful use-case based engagement that allows customers to navigate through your portfolio based on their individual needs and objectives
- Make solutions accessible everywhere buyers’ are (device-agnostic and venue-agnostic)
TRANSFORMING COMPANIES FROM PRODUCT SELLERS
TO SOLUTION STORYTELLERS
Experience some examples of transformation below
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Use-Cases and Emerging Trends
Juniper Networks demonstrates how its secure, automated cloud architecture can help tame the growing complexity and concerns associated with the major transformation to a 5G ready network.
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Personas and Vertical Messaging
Siemens effectively communicates relevant information to a wide variety of decision-makers involved in solving critical smart building challenges, based on industry vertical.
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Solutions & Product Alignment
For Cisco, there was the challenge of getting their global sales team and partners to consistently articulate the value of any product in their extensive portfolio. The application includes a 100+ 3D product catalog, including an interactive solution story for their Multi-Cloud solution.
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Matching Technology to Business Needs
Micron was looking for a way to enable customers to match architectures to their specific needs, based on workload and scalability. The corporate cityscape communicates their total value story and positions them uniquely in the industry.
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IMMEDIATE USE CASE
The immediate objective is to utilize digital interactive applications to engage customers, despite the cancellation of in-person briefings or inability to have face-to-face meetings. The immersive customer experience will allow for more meaningful online conversations and demonstrations. Longer term, these interactive customer applications can be updated, reused, and evolved for greater marketing efficiency and sales effectiveness.
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