What should lifecycle communication feel like as a customer?
Customer obsession is a competitive edge, and B2B buyers expect a smooth experience.
Pre-sale (and post-sale), customers want:
- Confidence that the problem and solution category makes sense to consider
- Strong signals that indicate your company has the proven ideal solution for customers just like them
- Easy access to info they need to determine whether to reach out / sign up for a trial
- Experts available for helpful conversations (adapted to their needs, knowledge and situation)
- A solid plan for successful implementation and reaching key goals
- Something convincing to take back to the buyer group, to get internal buy-in
- A fair contract, and a price that makes both parties win
- The option to get varying degrees of help from implementation experts
- A smooth handover from Sales to Implementation and / or Customer Success
- Clear steps to take when they get stuck (and fast response times)
- An accurate way to measure if they are successful, and access to someone who can make sure the numbers get to what the goal was (or higher)
- Someone who can be proactive in seeing where they can improve to reach their goals (this can be feature / process / purchase related)
- Someone who can help them determine and implement their long-term roapmap successfully
Delivering this requires teamwork, planning, customer-obsession and close alignment between all customer-facing teams.
It requires a lifecycle communication strategy.