As a consumer, perhaps you can recall an interaction you’ve had with a company that made you feel completely disconnected from all prior experiences you’d had with them. Maybe this company spent months courting your business, always using highly personalized messaging, but once you actually wrote a check, it was like you ceased to exist.
In addition to being one of the reasons a good Customer Success team is so critical, this is an example of what happens when handoffs between go to market teams go wrong. Making sure your customers receive a seamless experience at every single stage in the lifecycle means paying close attention not only to operational handoffs between Marketing, Sales, and Customer Success, but also the consistency of your strategy and messaging.
Particularly in B2B, demonstrating this kind of consistency is important not only for winning conversions, but also for building trust with existing customers, making it more likely that you’ll be able to increase their LTV and turn them into evangelists.
Things like brand messaging are among the first things new or prospective customers see when they look you up. The tone of your emails, ads, chatbots, and website set an expectation as to what it will be like to actually interact with your company.
Beyond that, the content of that messaging has to accurately represent your product or service. There’s a fine line between great marketing and false advertising, and obviously you don’t want to be on the wrong side of it. Therefore, it’s crucial that you maintain alignment between your go to market teams to prevent miscommunications that could be extremely damaging to the customer experience.
During the sales cycle, we know how critical response time is in helping drive conversions. If your company uses conversational marketing tools like Drift, this is something that happens more or less automatically. Adding a chatbot to your marketing arsenal also provides your sales reps with a buffer of time in which they can get back to a lead without hurting the chance of conversion.
However, being a RevOps professional means being aware of that expectation you set in the sales cycle and maintaining comparable response time throughout the customer journey. Fully adopted customers should never feel like buying your product or service has made their voice less important. No matter the stage in the journey, your customer experience should always be just as seamless and personalized as the first day of engagement.
The value of revenue operations is that it eliminates the kinds of operational silos that show up in your customer experience. A great example of this is making sure that customer data is able to flow freely between your go to market teams. Of course, there are several types of important data that make our jobs easier to do—but that’s not the point. Instead of hoarding sales, marketing, and CS data in its respective universe, making sure all data is available to everyone on the GTM teams will improve your customers’ experience significantly.
In other words, as a lead moves through the funnel, all the information they’ve provided and all the data you’ve gathered on them should go with them. This way, you’ll be able to avoid asking people to answer the same questions more than once and enable the other GTM teams to continue providing as personalized an experience as possible, since they’ll be building on an existing picture of the customer instead of starting the portrait from scratch.
There is a reason it’s become something of a buzzword; personalization of the customer experience is really the holy grail of B2B marketing, selling, and beyond. As this concept has become widely embraced, it has left no room for the more impersonal, self-serving methods that came before it. In the end, what RevOps really boils down to, is finding a way to curate a B2C experience for your B2B customers.
It’s important to note that ‘personalization’ doesn’t mean just peppering a generic email with someone’s first name. We’re talking about really tailoring the experience you provide to the specific person, regardless of where they are in the journey.
So, yes, know people’s names. Know how they use your service or product. Know what other products and services they use. Know their pain points, communication styles, pet peeves, and motivators. All these things will help you create a complete picture of each customer, which will allow you to provide them with the experience they expect.