B2B: 4 Tools That Can Help You Track Your Customer Engagement

B2B: 4 Tools That Can Help You Track Your Customer Engagement
The Siliconreview
05 November, 2021

Customer engagement is so much more difficult for a B2B company because of the number of people involved in a purchase. Rather than pleasing just one consumer at a team, there's a whole business to appease - which isn't always easy. B2B customer loyalty comes from excellent customer service, rewards, and engagement. But how do you track engagement? 

There are multiple ways of doing so adapted to B2B businesses that work well. Below, we will explore four that your business could use.

Lead Tracking Software

We wanted to start with lead tracking software because it is crucial not to forget to track new customers when considering engagement. New customers are the gateway to long-term business that deserves attention. Marketing is obviously a huge factor here, with 59% of B2B marketers agreeing that SEO is the best for lead generation, and 53% spend half their budget on lead generation. 

Yes, marketing lays down the groundwork for lead generation, but it is advisable to use lead tracking software to see how these new customers are doing. Many B2B professionals recommend HubSpot - a lead tracking software solution. It uses customer communication and contact details to create profiles. Most people know that there's only up to a 20% chance you will make a sale from new business - and up to 80% from loyal customers, and lead generation and conversion is how you obtain loyal customers.

The Classic Survey

Yes, tons of fancy marketing techniques and software can help you track engagement in ways that we've never been able to before - but don't forget about the classic tracking methods that still work just as well. A survey not only gives you a chance to receive feedback, but it's also a way of tracking how engaged consumers are with your brand. One study found that 98% of consumers don't want to complain, so surveys become a great way to understand how satisfied they are.

Most B2B businesses send a survey via email or at the checkout - considering many B2B transactions now happen through eCommerce websites. The best surveys are ones where consumers have the chance to rate and write. At least if they don't want to write something, you can still gauge their satisfaction with your company through the rating.

B2B Incentive programs

Here's where you can make real money. Not only do you have the chance to track customer engagement, but you can also promote further sales and nurture a better buyer-to-business relationship. Plus, this works for more than just your consumers. Vendor rewards and supplier incentives go a long way if you want to keep your entire supply chain happy. However, a b2b customer loyalty programme is the crème de la crème of engagement tactics that every B2B business could benefit from using.

There's a long list of benefits. It can promote referrals, help you to achieve long-term loyalty, and they protect your profit margins. Some companies go for the classic discount, which long-term can be damaging to profit margins because you're reducing your take-home from the sale. A b2b loyalty programme rewards purchases, referrals, and communication. There's no need to cut profits.

Simply Monitoring Account Activity

Most companies create an account when they partner with a new business. Accounts are a way for your customers to update their details, track their orders, and review their previous orders - so most people have one. It's easy to use account activity software to see what customers log on and when they do, where they are, and what they're doing. 

Such software uses IP addresses to pick up the location - and just like Google Analytics, it can track movement through the account to get an understanding of what they're up to. Plus, account monitoring makes it easier for you to track purchases and engagement, which can help with creating a great rewards package.

Those four simple ways to track customer engagement can go a long way for boosting profits, improving brand image, and deepening the connection between you and your consumers. Business-to-business connection and rapport are essential for long-term, fruitful relationships - and customer engagement is at the base of that.