In a scenario where companies must go beyond delivering outstanding products and services, customer experience adds a new dimension. Exceptional customer experiences (CX) have emerged as a vital differentiator, defining long-term relationships and encouraging customer loyalty.

A recent study showed that almost 50% of businesses rate customer experience as their top priority for the next five years. With advantages like strengthened brand reputation, competitive differentiation, and improved customer loyalty and retention, a focus on CX is a must for companies looking to elevate their marketing tactics toward long-term business success.

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Why customer experience matters in B2B marketing

In B2B marketing, the customer journey is often more complex and extended as compared to B2C transactions. It involves multiple decision-makers and influencers, numerous touchpoints, and a longer sales cycle. On average, a buying group has between 6 and 10 decision-makers. As a result, the customer experience provided throughout the entire process significantly influences the decision-making process and the likelihood of securing the deal.

The B2B market is increasingly adopting elements from B2C practices. Decision-makers are also consumers in their personal lives, and their expectations for seamless, personalized experiences carry over to their professional interactions. With products and services offering mostly similar features and pricing, delivering an outstanding customer experience can differentiate your brand and create a competitive experience.

Key reasons why customer experience is essential in B2B marketing

  • It drives customer loyalty: A positive customer experience encourages clients to stay with your brand, make repeat purchases and advocate for your products or services, leading to increased customer lifetime value.
  • It builds trust and credibility: Providing consistent, high-quality CX demonstrates your commitment to your customers, strengthening their trust in your brand.
  • It fuels word-of-mouth marketing: Satisfied clients are more likely to recommend your products or services to their networks, generating valuable leads and referrals.
  • It informs product development: Feedback from customers can guide improvements to your products and services, ensuring that you continue to meet their evolving needs.

Key aspects of an exceptional B2B customer experience

Crafting an excellent B2B customer experience requires a deep understanding of the target audience’s unique needs and preferences, as well as a commitment to delivering tailored solutions.

Aspects you need to consider

  • Personalization – B2B customers are partial to personalized interactions that address their specific challenges and goals. Customize your communications, offerings, and support to demonstrate a genuine understanding of their unique requirements.
  • Consistency – Provide a flawless experience across all touchpoints, from digital platforms to in-person events and sales calls. Ensure messaging, design, and customer interactions work together to create a cohesive and unified brand experience.
  • Responsiveness and accessibility – Make it easy for clients to reach out and obtain the support they need through various channels like email, phone, social media, and chatbots. Promptly respond to inquiries and concerns and take action to resolve issues efficiently and effectively.
  • Education and information – Empower clients with updated and valuable information that supports informed decision-making. Offer resources like whitepapers, webinars, and case studies to establish your brand as a trusted authority.
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Measuring the impact of customer experience in B2B marketing

It’s important to gauge the effectiveness of your customer experience initiatives and look for gaps so you can improve. Establishing key performance indicators (KPIs) and measuring your progress against them can help in this respect.

Some KPIs to include

  • Net Promoter Score (NPS) – A measure of customer loyalty and satisfaction, NPS can help you determine whether your customer experience initiatives are fostering long-term relationships.
  • Customer Satisfaction Score (CSAT) – This metric gauges the level of satisfaction with a specific interaction or touchpoint, allowing you to pinpoint areas for improvement.
  • Customer Retention Rate – By tracking how many customers continue to do business with you over time, you can assess the effectiveness of your customer experience in driving loyalty.
  • Customer Lifetime Value (CLTV) – With this metric, you can estimate the total revenue generated by a client throughout their relationship with your brand. This provides insight into the long-term impact of your customer experience investments.


As the market continues to evolve and customer expectations rise, businesses must strive to deliver a memorable and meaningful experience at every stage of the customer journey. Instead of just aiming for a sale, companies must prioritize building strong connections and delivering value at every opportunity. By embracing customer experience, organizations can uncover new paths to growth and set themselves apart as leaders in their industries.

Putting customers at the heart of every decision will be the key to lasting success in the future of B2B marketing. By consistently adapting and tailoring their approach to address the changing needs of their clients, companies can distinguish themselves from the competition and foster genuine relationships that go beyond mere transactions.

This customer-first mindset will ultimately lead to greater brand loyalty, trust, and advocacy, supporting growth and long-term success in the dynamic B2B marketing landscape.

How are you tackling customer experiences in the world of B2B? Got advice the world of marketing needs to know or questions that need answers? Join the conversation with a global network of marketing leaders and CMOs on the CMO Alliance Community Slack channel.