Top Expert Secrets on How to Increase B2B Customer Engagement

Team LimeCall

September 14, 2021
minutes to read

Ever wondered about the solution to increasing higher customer engagement for a company? Although common but effective, the answer revolves around the basic principle of providing the right product at the right price and including appropriate features that get delivered to the customer at the right time. 

Convenience plays a key role in the B2B Sector for establishing higher customer engagement and retention. Customer engagement involves establishing an emotional connection between the customer and the brand. An increase in customer engagement helps affect sales and promotion of the brand in a positive way. A customer engagement strategy for B2B companies should ensure the quality of service or product is delivered as marketed to the audience.

Imagine a situation where a person has been loyal to a specific brand. Their recommendation of your brand to people in their social circle would increase customer engagement for a company with new potential customers. As the demand for products increases, customer engagement and quality increase by the company. In this article, we cite the importance of B2B Customer Engagement and Expert tips to increase engagement.

Table of Contents

What is B2B Customer Engagement?

B2B Customer Engagement refers to a marketing approach that focuses on creating an engaging relationship with the customer that ensures their retention. The basic principle of the B2B Customer Engagement strategy is to provide the customer with value rather than simple advertising. As the B2B

The sector has evolved over the years, and so have the customers. They are aware of every niche in the B2B Sector and demand a newer approach to engagement.

The core value of it is to build healthy relations with the customer and cater to their needs. Apart from being the beneficiary, B2B Customer Engagement focuses on customer participation in the evolution of the brand. The focus of Customer Engagement has shifted from acquisition to engagement.

Why is B2B Customer Engagement Important?

In the ever-evolving market scenario, B2B Customer Engagement becomes important to increase your company’s customer base and sales. A company needs to focus on its customer engagement to ensure loyalty and further influence the network marketing of the brand.

Customer Needs

According to research done by Forrester, B2B eCommerce is bound to account for 13.1% of sales in the United States by 2021 and 17% by 2023, and the key brand differentiator will be customer experience and engagement that overtakes price and product. Before approaching a vendor, potential prospects wait till they gather 65-90% of buying information and a clear idea of their needs.

Long-Term Success

B2B Customer Engagement plays a vital role in determining the long-term success of a company. Since these customers review their needs before approaching, they prefer engaging with the brand rather than inclusive advertising strategies. Engaging with customers ensures reliability and trust of the brand among customers and places the company at a higher value in the market.

Increased Competition

Another important reason for B2B customer engagement is the increased competition in the market. Buyers have various options of vendors and brands in the market, and it becomes important to interact and cater to the customer’s needs to ensure their retention.

Build Credibility

Customer engagement does not completely ensure customer retention, as a competitor could provide extensive features and easier communication that lure the customer to switch brands or companies. With the increase in content marketing strategies, customers expect information about a business and its products for purchase. Hence, building the credibility of your brand assures customers to seek out your products or services.

Personalized Experience

Personalized experience in purchasing products has become an important aspect among customers to engage with a brand. Businesses that offer personalization across different platforms and channels account for a key deciding factor among varied customers and their sales needs.

Customer Engagement Challenges

Customer Engagement can sometimes become a challenge for businesses considering the ever-evolving buying pattern of customers and their needs. With each customer having their share of requirements, it becomes important to improvise and adapt consistently. Poor Customer Engagement could hamper various factors of a business’s growth like their profits, sales, conversions, brand loyalty, and retention.

Some challenges faced in B2B Customer Engagement are:

  1. Complex Decision-Making Processes: B2B purchases typically involve multiple stakeholders, each with their own priorities, concerns, and decision-making criteria. Engaging and aligning these decision-makers can be challenging, as businesses need to tailor their messaging and value propositions to resonate with each stakeholder’s needs.
  2. Long Sales Cycles: The sales cycle in B2B transactions is often longer and more intricate than in B2C. Building and maintaining engagement over an extended period requires consistent and targeted communication to keep prospects interested and informed throughout the buying journey.
  3. Data-Driven Personalization: B2B customers expect personalized experiences just like B2C customers. However, gathering and utilizing the necessary data to tailor communications can be complex, especially when dealing with larger volumes of data and intricate business relationships.
  4. Content Relevance: B2B customers demand high-quality, relevant content that addresses their specific pain points and challenges. Creating and delivering such content can be demanding, requiring in-depth industry knowledge and understanding.
  5. Trust and Credibility: Establishing trust is critical in B2B relationships. Businesses need to demonstrate their expertise, reliability, and ability to deliver on promises to gain the trust of potential customers.
  6. Digital Transformation: B2B customers now expect seamless digital experiences, similar to what they encounter in their personal lives. Meeting these expectations requires B2B businesses to adapt and invest in digital technologies and platforms.
  7. Effective Communication Channels: Identifying the most effective communication channels for reaching B2B customers can be challenging. Some industries may rely heavily on email marketing, while others might prefer social media, webinars, or direct sales outreach.
  8. Competitive Landscape: B2B markets are often highly competitive, with numerous companies vying for the attention of the same potential customers. Standing out and differentiating your offerings in a crowded field requires innovative and compelling engagement strategies.

Benefits of B2B Customer Engagement

  1. Enhanced Customer Loyalty: Engaged customers are more likely to remain loyal to a B2B brand. By consistently delivering value, addressing their needs, and maintaining open communication, businesses can build trust and loyalty that leads to repeat business and long-term partnerships.
  2. Increased Customer Lifetime Value (CLTV): Engaged customers tend to stay with a B2B company for longer periods, resulting in higher CLTV. This means more revenue over the lifetime of the customer relationship and a better return on the investment made in acquiring and serving that customer.
  3. Higher Conversion Rates: Engaged customers are more likely to convert into paying customers and make larger purchases. When customers feel a strong connection to a B2B brand and its offerings, they are more willing to invest in its solutions.
  4. Referral Business: Engaged customers are more likely to refer their peers and colleagues to a B2B business. Positive word-of-mouth recommendations can lead to new leads and opportunities, expanding the business’s reach and customer base.
  5. Reduced Churn: Effective engagement strategies can help reduce customer churn, which is crucial for B2B businesses. By actively addressing customer concerns, providing timely support, and delivering consistent value, businesses can prevent customers from switching to competitors.
  6. Insightful Feedback: Engaged customers are more likely to provide valuable feedback and insights that can inform product improvements, service enhancements, and overall business strategies. This feedback loop is essential for continuous innovation and staying aligned with customer needs.
  7. Cross-Selling and Upselling Opportunities: Engaged customers are more receptive to cross-selling and upselling efforts. By understanding their needs and pain points, businesses can effectively introduce complementary products or premium services that provide additional value.
  8. Stronger Brand Advocacy: Engaged customers are more likely to become brand advocates, actively promoting a B2B brand within their professional networks. This advocacy can boost brand awareness, credibility, and reputation, attracting new customers.

Different Approaches for Customer Engagement

B2B Customer Engagement involves bringing more customers through effective interaction and retaining existing customers to ensure brand loyalty and credibility. To start an effective B2B Customer Engagement, a company has to follow various strategic approaches and techniques. Some of them include:

Multiple Channel Engagement

Companies can approach and engage with customers on different channels and many platforms. This builds a positive reputation for the company and responsibility, quick response time, and higher agility.

Customer Engagement Technology

Using Customer Engagement technology puts all customer’s communication channels in one place for effective communication and management.

Improving Service Quality

B2B Customer Engagement enhances by improving the service quality of your product based on reviews and feedback from customers. This brings credibility to the business and makes customers feel heard.

Increase Brand Personality

Working towards creating a relatable and meaningful brand personality increases brand awareness. Once brand awareness increases, customers find a sense of meaning in the brand and desire engagement.

Conversational Marketing

Conversational Marketing is an effective approach to increase B2B Customer Engagement. Using Chatbots or automated services for your brand can create realistic engagement experiences and helps address the customer’s issue quicker.

Chatbot Scripts: A Step By Step Guide (With Examples & Templates)

Customer Engagement

While bringing more customers through engagement is important for a brand, it must focus on existing customer retention. Consistent positive, reliable, and meaningful interactions with a business help keep the customers engaged and satisfied with the brand.

Social Media Marketing

For effective B2B Customer Engagement, social media marketing, and interactions are good ways to respond to customers. While used in B2C, social media marketing has begun to cater to B2B Customer engagement in recent times.

Engagement Campaigns

Initiating effective Engagement campaigns on various platforms is an ideal approach for Customer Engagement. Social Media campaigns and video storytelling advertisements help establish the brand image among customers. Although generic, advertising campaigns help explain the brand ideology and practices to customers, increasing brand credibility.

Expert Solutions for B2B Customer Engagement

While Customer Engagement for B2B can be tricky at times, few experts have provided businesses with effective solutions and strategies that can be incorporated into business Customer Engagement and Sales strategies. These experts have included various elements in their blogs that highlight the importance of Customer Engagement and Solutions that help with engagement.

Sam Bayer, Corevist

Say Bayer believes that to increase Customer Engagement in the B2B world, businesses need to provide the right product, with the right features, at the right price, and delivered at the right time. By following these conditions and parameters, businesses can nail the Customer Engagement game. He states that the buyer requires convenience at the end of the day, and businesses that provide convenience have a higher chance of customer retention.

He also believes in effective ERP Integration as it provides valuable insights into records related to products, inventory levels, customers, contracts, credit limits, pricing, and more. As businesses improve their ERP Systems, they can soon increase their B2B eCommerce revenues based on data analysis.

Beth Shero, Shero Commerce

Beth Shero believes in cutting friction from B2B Customer Engagement. As the demand for quick purchasing bulk orders and integration of back-office systems to streamline order workflow increases, he suggests seamless interaction between product information management, eCommerce, and ERP play for effective B2B Customer Engagement.

John Evans, Akeneo

John Evans from Akeneo believes in adapting and borrowing best practices from B2C that remain relevant in B2B. While products provided in these industries are different, with B2B offering many complex products, the common goal is to efficiently and cost-effectively manage their product catalog.

Evans claims that at Akeneo, B2B Customers prefer buying products online from vendors. To tackle this, providing high-quality, comprehensive, and complete product information on eCommerce, print, mobile, marketplace, and POS is important for B2B Companies. Technologies like product information management (PIM), eCommerce platform, and ERP are crucial components for a comprehensive and compelling customer experience.

Erik Hansen, Classy Llama

Erik Hansen believes that Progressive Web Apps are the future for B2B companies and eCommerce. He believes the solution for effective B2B Customer Engagement is to modernize customers’ buying experience and work on Ship estimates, much like B2C. Allowing re-ordering based on the previous year’s sale levels and building interactive parts schematics for easy part lookup are effective solutions to improve B2B Customer Engagement.

Another solution by Erik is to integrate ERP systems with PIM systems to ensure the product information is available to buyers and manage large catalogs. Erik recommends integrating picking systems with a suitable system integrator.

Arturs Kruze, Magebit

Arturs Kruze believes that B2B Businesses have started caring about ease of use and automation and improving storefronts for their sites. The solution to improve Customer Engagement in B2B is to set up proper product information management, eCommerce, and ERP play technologies that communicate and share data between them. Automation is the key to transforming and enhancing B2B Customer Engagement.

Tony J. Hughes, Best-selling Author, and Sales Trainer

Tony Hughes believes that the effective solution to improve B2B Customer Engagement is to evolve with a modern approach to selling centered on building a pipeline that leverages social media platforms. He believes in applying leading methodologies to manage complex sales and handle customer feedback.

Jill Rowley, GTM Advisor, Category Creator

Jill Rowley explains that the ideal solution for enhancing B2B Customer Engagement is to use social selling to drive revenue growth. Some solutions provided by her include:

  1. Deliver the product to B2B purchasers instead of pushing sales onto them.
  2. Engage in meaningful conversations with B2B prospects, actively listening to their needs and incorporating their input.
  3. Cultivate your business as a reliable authority, offering genuine high-quality products, and avoid adopting a biased promotional approach.
  4. Forge connections between potential B2B buyers and industry experts, boosting business credibility within the customer community.

Serving the Modern B2B Buyer (

Mike Kunkle, internationally-recognized sales enablement expert, Vice President of Sales Effectiveness Services for SPARXiQ

Mike Kuntle believes in smart selling in the age of Artificial Intelligence. He states that the effective solution for improving B2B Customer Engagement in the evolving world is to create new ideas, content, and approaches for customers. Explosions of innovation can increase customer interaction and interest in your business. The four core solutions that help in improving B2B Customer Engagement in the evolving world, according to Mike, are connecting dots by analyzing data, Creativity/Ideation, Adaptability, and Improvisation.

Implications for B2B Selling in the Age of Artificial Intelligence –

Tiffani Bova, Distinguished Analyst and Research Fellow at Gartner

Tiffany Bova focuses on sales transformation and business model innovation for effective B2B Customer Engagement. She believes the solution to improving B2B Customer Engagement is by harnessing emerging technologies and analyzing the shifts in buyer behavior and buying patterns to create an efficient B2B Sales transformation plan. This helps create a strategy that bodes well with each customer and helps in the existing retention of buyers.

Tiffany’s Podcast: What’s Next! with Tiffani Bova

Jack Kosakowski, CEO of Creation Agency for the US division

Jack Kosakowski believes that to increase B2B Customer Engagement, it is important to use social media to create, strengthen, and influence the sales conversation and improve interaction with customers. By diving into social analytics and customer feedback, businesses can align their sales and marketing team.

Why Social Is The New Phone For B2B Sales (

Alice Heiman, Management Consulting and Business Consulting

Alice Heiman believes the key to increasing B2B Customer Interaction is by placing value propositions in a business’s sales message. Better prepared sales representatives that deal with customer grievances and feedback by helping efficient solutions build relationships with the B2B buyer and aid quicker

Return on Investment for the business.

Build a B2B Sales Organization from the Ground Up – Alice Heiman

John Smibert, Co-Author of the B2B sales novel The Wentworth Prospect

John Smibert believes the key to successful B2B Customer Engagement is to remain with customers throughout their buying journey. He believes that in this evolving modern world, it is important to touch the client from the beginning and end through the buying journey. By aligning the Sales and Marketing of a Business, the process is, and businesses can gain greater access to customer analytics and increase engagements.

TALKING SALES 170: “Aligning Sales and Marketing on the buyer journey” – Graham Hawkins – Sales Leader Forums

Lee Salz, Business Consulting, Management Consulting, Bestselling author of “Sales Differentiation”

Lee Salz believes the solution for B2B Customer Engagement is to approach buyers with proper research of the buyer and their needs considered. Approaching a B2B buyer using effective marketing strategies that include their business terminologies helps build a relationship with the buyer and increases Customer Engagement.

Use crime-solving strategies to boost your B2B sales – The Business Journals (

David Brock, Author of “Sales Manager Survival Guide,”​CEO at Partners In EXCELLENCE

David Brock believes that B2C customers have leveraged digital channels that are more powerful than B2B. He feels the solution for B2B Customer Engagement is to adapt to the B2C trends in customization, personalization, customer experience, and ease of doing business. All these adaptations have to be incorporated into B2B, keeping the customer needs and B2C world differences in mind.

Making B2B More Like B2C Sales??? | Partners in EXCELLENCE Blog — Making A Difference

Tim Rockwell, National Sales Manager at Imperial Blades

Tim Rockwell believes that productivity is a by-product of the healthy attitude and mindset of B2B sellers. The three points that contribute to B2B Customer Engagement, according to Tim, are compensation, competition, and comradery. These points ensure high levels of productivity and increased interaction among B2B Customers.

How to lead a successful b2b sales team

Tibor Shanto, Author of the award-winning book “Shift!: Harness The Trigger Events That Turn Prospects Into Customers”

Tibor Shanto believes the key to effective B2B Customer Engagement is businesses integrating CRM. This helps businesses for a timeline of the right conversations to have, which ensures further steps and strategies by the business. CRM improves customer conversation over time and helps build a B2B buyer relationship.

B2B Sales and Time Travel – 01 – Prospecting

Keenan, CEO A Sales Guy Consulting, Recruiting

Keenan believes that B2B Customer Engagement will improve if the business has the expertise and knowledge of navigating and selling to B2B buyers. This helps businesses execute against robust sales processes, know how to prospect, navigate the buying process, and build relationships with customers.

Good News For B2B Sales People | A Sales Guy

Bob Apollo, Business Consulting, Management Consulting

Bob Apollo believes in recording your opportunity management systems to improve B2B Customer Engagement. The process involves improvement in recording name source, trigger campaign, BDM, time to progress, and leakage or failure to progress for each stage in the B2B buyer’s journey.

Six Strategies for B2B Sales and Marketing in 2012 (

Jill Konrath, Author of 4 Best Selling Sales Books, Twice named LinkedIn’s #1 B2B Sales Expert

As a foremost expert on sales methodology, Jill Konrath believes that the key to effective B2B Customer Engagement revolves around applying fresh approaches and modern sales strategies that encourage customer interaction.

Jill Konrath’s Fresh Sales Strategies

Matt Heinz, President, Heinz Marketing Inc.

Matt Heinz believes that in the current modern technological world, there are many various platforms, tools, and technologies at the disposal of every business for Effective Customer Engagement. Utilizing these tools to their full potential can help develop greater relations with B2B buyers.

Daily B2B Sales and Marketing Insights (

How to Increase Customer Engagement

To increase B2B Customer Engagement, businesses can:

  1. To measure how much customers are involved, look at how often they buy, how much they spend each time, and how often they come back. This helps adjust how we promote things.
  2. When we use special tools, we can talk to customers through all their different ways of communicating, like emails and messages, all in one place. This makes talking and keeping track easier.
  3. Listening to what customers say about our product and how they feel about it helps us make it better. Their feedback helps us give a better service.
  4. When we make each time a customer talks to us really good, it makes them want to stick with us and not go to someone else. This makes them really connected to our business.

Click-to-call services by LimeCall help increase Customer Engagement. Customers can connect with agents or specific teams of a business. Apart from managing Customer Engagement, LimeCall features also help generate and track leads. This helps in tracking your progress and building healthier customer relations based on lead analytics.

Tips and Secrets for Customer Engagement

● Improve existing customer experience with effective communication models that cater to B2B buyers.

● Be transparent with customer analytics and business plans. This helps create credibility and trust among customers for the business.

● Incorporating modern technology that gives analytical customer feedback improves marketing strategies and builds positive customer experience and engagement.

● Using Omnichannel strategies to cater to customers through various mediums. Linking many platforms helps understand each customer and increases engagement.

● Personalizing the customer experience that encourages customer loyalty and consistency with the business.

● Adapt relevant strategies and methods from B2C and incorporate marketing approaches that affect B2B Customer Engagement.

Using LimeCall Click-to-Call service features helps categorize your customers according to varied needs and provides effective customer engagement solutions. LimeCall integrates to use in many ways, like a widget or automation via API. Some of the top LimeCall features include Call Masking, Lead Generation, Lead Tracking, Call Analytics, Call Stalking, Call Recording, Customer Call Feedback Analysis, and much more. These features help in increasing Customer Engagement and improve relations with B2B buyers.


Convenience plays a key role in the B2B Sector for establishing higher customer engagement and retention. Hence, B2B businesses need to structure their marketing models to cater to customer needs and promote B2B Customer Engagement. Following tips and tricks from Expert suggestions can help develop the business plan from an experienced marketer’s perspective.

, September 14, 2021, Team LimeCall

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