Easy ways to master B2B client retention

Closing a deal with a new B2B client is undeniably exciting, but let's not overlook the real workhorses of business success—existing customers. Did you know that in the B2B world, a 5% increase in customer retention can lead to a 25–95% increase in profits for B2B companies? 

 In this post, I'll show you how content marketing can drive customer retention in the B2B landscape and give three examples from successful B2B brands that have mastered the art of customer retention. 

To keep customers, we have to start by delighting them. Sticking to deadlines and delivering an excellent product are the basics, but what else can you do to make a lasting impression? 

Delighting Existing B2B Clients 

B2B companies focusing on strong customer experience achieve 4–8% higher revenue growth than their peers. To foster stronger bonds with your B2B clients, aim to create memorable experiences at every touchpoint. Custom content is a powerful tool, focusing on strengthening the existing relationship rather than selling. 

Offer exclusive, valuable content tailored to address their specific needs. Consider providing VIP treatment, such as exclusive offers, access to industry-specific magazines, or online guides reserved solely for your top B2B clients.

Salesforce Partner Program is a good example: Salesforce, a leading customer relationship management (CRM) platform, has a robust partner program designed to empower B2B collaborations. The program offers various incentives and rewards to Salesforce partners, including sales performance-based rewards, marketing support, access to specialised training and certifications, and joint marketing opportunities. By recognising and rewarding the contributions of its partners, Salesforce encourages collaboration, drives sales growth, and strengthens its B2B ecosystem.

Leveraging User-Generated Content (UGC)

Earning your B2B clients' trust and delivering personalised content opens the door to user-generated content (UGC). B2B clients who feel a genuine connection with your brand are likelier to share their positive experiences on social media. UGC adds an authentic touch to your brand, as 42% of consumers trust personal recommendations more than branded content.

One real-life example of a B2B company that leverages user-generated content (UGC) is Cisco Systems, a multinational technology conglomerate specialising in networking and communications equipment.

Cisco Systems has a strong presence on social media platforms, particularly Instagram, where they actively encourage B2B customers to share their experiences and success stories. They leverage UGC by featuring content created by their customers, showcasing how Cisco's products and solutions have positively impacted their businesses.

Cisco Systems encourages B2B customers to use specific hashtags related to their products or campaigns when sharing content on social media. They regularly monitor these hashtags and select high-quality UGC to feature on their official Instagram account. 

Addressing Negative Comments Responsibly 

When a B2B client expresses their opinion about your brand online, it presents an opportunity to showcase your commitment to customer satisfaction. Rather than ignoring negative comments, engage proactively. Respond empathetically, offering assistance and outlining the steps to address their concerns. Ignoring negative feedback can leave a lasting impact, and not in a positive way.

One real-life example of a B2B company that handled negative feedback with finesse is HubSpot, a leading provider of inbound marketing and sales software.

In 2016, HubSpot faced a significant backlash when a former employee posted a scathing article about the company's culture and work environment. The article went viral and garnered attention from the media and industry professionals, which could have tarnished HubSpot's reputation.

But instead of ignoring or dismissing the negative feedback, HubSpot took a proactive approach. They publicly acknowledged the concerns raised by the former employee and expressed their commitment to improving.

HubSpot's CEO, Brian Halligan, published a blog post addressing the issue head-on, accepting responsibility, and outlining the steps they took to address the concerns. 

Furthermore, HubSpot encouraged open dialogue and invited current and former employees to share their experiences and suggestions for improvement. They actively listened to feedback, engaged in employee discussions, and implemented changes based on the insights gathered.

HubSpot's transparent and empathetic response helped them regain trust and credibility within the industry and demonstrated their dedication to continuous improvement and fostering a positive work environment.

Listen to your customers to create content they really want

You know you've got a lousy content idea if you alone came up with it. 

The initiation for content should come from conversations or insight from the customer, not your team. There are many ways to get content ideas from customers. Here are some:

• Social media comments help gauge what's on your ideal clients' minds. Keep track of the points mentioned on your platforms: the high price, the quality of your items or services, or something seemingly insignificant about your brand that delights them. If customers regularly mention that your prices are too high, that could be a sign you're not talking to your ideal clients. Or it could be that you need to better explain your service's quality. Address these concerns in a blog post or video content so readers feel heard; don't shy away from it. If they don't engage with your content, that's a sign it doesn't speak to them.

• Regular customer surveys are a must if you want to spot trends. If you feel sending a link to a survey doesn't sit with your brand because you work in the premium sector, there are other options. 

  Christopher Wright organises tea parties for B2B clients and people he works with to connect. They are very bespoke, very personal and, judging by their coverage on LinkedIn, a lot of fun. Precisely the event where customers open up and are willing to chat about your brand. Just don't call it a survey.

To thrive in the B2B space, customer retention should be a key focus. Existing B2B clients are the secret sauce to sustained profitability and industry recognition. It's time to integrate custom content into your B2B content strategy.

Ready to delve deeper into B2B content strategy? If you want, get in touch so I can help you boost it.