In a recent interview with Marketing Land, Adobe’s Senior Vice President of digital experience, Steve Lucas, speaks about Adobe’s unique B2E – Business to Everyone approach that will offer more enhanced and customized experiences than B2B and B2C. Here in this post, we share with you gist of Steve Lucas’s discussion with Marketing Land.
Digital marketers carefully identify different target audiences and classify them into various segments. They then match products for each segment and decide the right channels and platforms to engage with different audience categories. Different client categories require varying approaches from messaging to channel strategy.
However, Adobe’s Steve Lucas states that Adobe is focusing on a new approach that makes B2B and B2C classifications redundant. They are calling it the B2E – Business to Everyone.
B2E – A More Customized Approach
Lucas tells that the approach of classifying customers based on B2B and B2C is flawed as it makes it difficult to connect with an individual’s profile. He believes that this presents various challenges and drawbacks on how we engage with a client from a marketing perspective.
Marketers are required to take the characteristics and behaviors of individual people on the buying team to build and define experiences that cater to everyone on the team. It’s the marketer’s role to create unique and specialized experiences that help every single customer decide that the product you are selling is the perfect fit for them.
Steve Lucas takes the example of Amazon. He states that the world’s most popular online retailer doesn’t bucket users together at the account-level. Similarly, Abode instead of taking a single approach to market to all businesses is now using personalized and conversational chatbot aided approach to deliver tailored and customized experiences to each business.
He also pointed out that the messages sent by the chatbot are tailored to different individuals who make up enterprise buying teams. The B2E approach used by Abode leverages real-time engagement metrics to provide content catered to each buyer.
B2B and B2C classifications have been around for years. According to Natasha Humphrey, a strategic digital marketing consultant, it’s not possible to eliminate these designations as all customer journeys begin with a high-level approach. She believes that customization occurs later in the process.
However, according to Steve Lucas, it’s about time businesses change this approach. He states that how businesses engage and serve customers is dictated by CRMs. So, he states that customer-centric marketing is the need of the hour.
The Shift to Customer Experience Management (CXM)
There’s no denying that the CRM plays a key role in helping businesses make the right decisions. However, CRM software is primarily a sales tool and not a marketing tool. It was never designed to provide unique customer experiences.
Lucas states that by using CRM to make decisions, marketers are limiting customers into segments. He wants businesses to shift to CXM (Customer Experience Management) systems. The crucial difference between a CRM and CXM is that CXM takes a customer-first approach to marketing, helping businesses provide tailored and customized experiences.
CXM helps businesses understand how their customers are receiving their messaging, helping them fine-tune opportunities thereby providing optimized experiences.
Despite the explanations provided by Steve Lucas and the team at Adobe, it needs to be seen whether it’s possible to create a solution that can support highly personalized customer campaigns.
As one of the leading Adobe Solutions Resellers in APAC, we’re well equipped to collaborate with you for building better customer experiences. Get in touch with us to know more https://www.logicserve.com/contact-us/