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Hail the All Mighty B2B Customer Experience (CX)

The well executed B2C buyer experience, and meteoric rise of B2B product offerings (SaaS) happens to be the perfect storm fueling today’s obsession with the ‘Customer Experience’ (CX).

The delightful B2C buyer experience and explosive rise of B2B product offerings are two drivers fueling today’s obsession with the ‘Customer Experience‘ (CX).

Why CX?

The Customer Experience, or CX, is dominating the decision criteria of today’s technology buyers.

After all, it’s never been easier to replace a product or service with a solution of similar or equal value.

That’s why:

    • If you give the customer a reason to leave, they will.
    • Don’t give them a reason to stay and they’ll find a better experience at a better price point.

According to the team at Sales Hacker, over 700 new SaaS businesses launched in 2017 alone and in 2018 that number surged another 15% to 830 vendors.

Sales Technology Landscape, July 20172017 Sales Technology Landscape
~ 700 SaaS vendors
Sales Technology Landscape, May 2018
Sales Technology Landscape 2018
~ 830 SaaS Vendors

What this means to B2B sellers

It means even more options are available today and the ‘buyers market’ for B2B technology will only lean more in their favor.

It means clients will keep your Customer Success team accountable to the promises your Account Executive’s make.

This shift, alone, is quite the change from conventional vendor/end-user business engagements…

Worried you’ll lose? Don’t. Try this instead…

At this point, the future of who survives the next decade in B2B SaaS is mostly speculation.

To get a foothold on the trends and priorities influencing your next net-new deal or renewal sale, check out the awesome community from G2 Crowd.

  • Look up your company and your competitors.
  • Read the reviews and ratings.
  • Compare your brand against your competitors (features, comments, user preferences)

It’ll give you a great idea of how today’s B2B world is constantly moving more towards a B2C style of experience expectations.

For strong B2C CX think Netflix, Apple, Allbirds, Everlane, Mahabis et al.


The Main Takeaway for B2B Leaders?
You need world-class execution in one key area to WIN:

The B2B Customer Experience.

The key to long-term success in SaaS is Mastering CX.

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Author: Aaron Cowell

I love helping B2B SaaS companies grow and scale for long-term sustainability. I believe: • How you scale matters. • Long-term and sustainable growth happens through mastery of customer experience. • SaaS companies are feeling the pressure to grow by any means necessary. • When B2B's are too focused on winning net-new business, it's to the detriment of their paying customers, loyal employees, and future prospects. My background / experience: • Closed over ~$1.25B in paid subscription revenue for B2B SaaS clients since 2010 (50,000+ deals and counting) • 9 years experience, in B2B Sales, SaaS Customer Success, Account Management, Biz Ops and Go-To-Market Strategy • Servitude: Over a decade in servant and global organizational leadership View all posts by Aaron Cowell

Author Aaron CowellPosted on December 10, 2018February 20, 2020Categories B2B SaaS, B2B Sales, B2B Sales Leadership, B2B Sales Strategy, Customer Experience, SaaSTags B2B Account Management, B2B CX, B2B Growth Coach, B2B Leadership, B2B Renewal Sales, B2B Retention, B2B SaaS, B2B Sales, B2B Sales Leadership, B2B Sales Strategy, B2B Strategy, business-to-business (B2B), Customer Experience, CX

6 thoughts on “Hail the All Mighty B2B Customer Experience (CX)”

  1. Pingback: The B2B Report | Churn Hurts | Closing the Knowledge Gap in B2B SaaS Before it's too Late |
  2. Pingback: The B2B Report | Churn Hurts | What my Favorite Boston Hotel Taught me about CX: Today's Customer Experience |
  3. Pingback: the b2b report | CHURN HURTS | The Future Success of B2B SaaS Comes Down to Executing on this Key Strategy | B2B Sales Strategy
  4. Pingback: the b2b report | 5 Ways to Scale your B2B SaaS Company without Chasing New Deals | B2B SaaS
  5. Pingback: 2 Surprisingly Free Ways to Delight and Expand B2B Revenue using Customer Experience | The B2B Report
  6. Pingback: Stealing a page from the B2C playbook for B2B SaaS CX A B2B SaaS Blog for Tech LeadersB2B SaaS Sales and Customer Success. | B2B SaaS | the b2b report |

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