Website content: the often-neglected piece of the puzzle

Another area where many B2B tech companies fall short is in maintaining up-to-date and relevant website content. All too often, a company’s website does not keep pace with changes in the market, new technology solutions, or the latest company developments. This gap can lead to missed opportunities, as potential clients rely on websites for accurate and timely information during their research phase.

If a customer visits your website and finds outdated content, it sends a message that the company may not be keeping up with industry trends or may not prioritize providing accurate information. If you are carrying out a outreach not having content that helps to enhance the customer journey to establish credibility and demonstrate capability along the way will have a negative impact on the campaign.

Not having up-to-date content that speaks to current challenges can be particularly damaging in the tech sector, where innovations are frequent, and buyers need up-to-date insights to make informed decisions. Incognate’s client examples show that those who invest in regularly updating their web content with fresh, relevant information see increased engagement and trust from their audiences

People buy from people: the human touch in digital CX

Even in a digital-first world, the adage ‘people buy from people’ remains true. Often our last touch point to secure a meeting is via the telephone. And, it’s essential to create digital experiences that reflect this human element. B2B buyers are looking for solutions, but they are also looking for partners they can trust. Companies that demonstrate empathy, reliability, and an understanding of their customers’ evolving expectations are more likely to build long-term relationships.

This means that businesses need to focus not just on digital engagement but on how they can use technology to create human-centered experiences. For example, personalised email campaigns that address specific customer pain points, or webinars where customers can engage directly with experts, can help build trust and demonstrate a company’s commitment to its clients’ success. Incognate’s success stories with clients like SQS and Sepura illustrate how personalized, human-centric digital marketing strategies can enhance customer engagement and loyalty

The pitfall of hidden content and over-eager sales follow-up

A common misstep in B2B marketing is gating thought leadership and high-quality content behind content walls. While it’s understandable to ask for information in exchange for valuable insights, the way this process is managed can make or break the customer experience. If a potential client downloads a whitepaper, only to receive a sales call minutes later, it can feel intrusive and off-putting. Customers need time to digest information, form their opinions, and consider how the content applies to their specific needs.

A more effective approach is to use content as a way to initiate a dialogue, not force an immediate sale. Follow-up should be timed to allow customers to engage with the content at their own pace, with subsequent contact offering more value rather than pushing a hard sell. Thought leadership should open the door to conversations, not rush them. At Incognate, for instance, we advise clients to follow up with relevant, personalised content rather than immediate sales pitches, allowing the customer to remain in control of the interaction

Creating seamless digital experiences that reflect evolving expectations

In today’s competitive market, B2B buyers are not just looking for products or services; they are looking for solutions that can integrate seamlessly into their workflows. They expect the same level of personalization, transparency, and ease that they experience as consumers. This shift means that B2B companies must rethink their approach to digital engagement, focusing on creating experiences that are intuitive, integrated, and above all, customer-centric.

Incognate has seen success with clients by implementing omni-channel engagement strategies that allow companies to track and respond to customer interactions across all platforms. Whether it’s through LinkedIn messaging, personalized emails, or informative blogs, the key is to present a unified message that guides the customer effortlessly through the buying journey

Creating consistent, customer-centric experiences across channels

As B2B marketing continues to evolve, the companies that succeed will be those that understand the importance of a consistent, customer-centric experience across all channels. It’s not enough to have a presence on multiple platforms; that presence must be coherent, timely, and relevant. By focusing on seamless digital experiences, understanding customer expectations, and respecting the need for thoughtful engagement, businesses can set themselves apart as true leaders in their industry.

Are you ready to transform your B2B customer experience strategy? Reach out to Incognate to learn how we can help you create cohesive, engaging, and customer-focused digital marketing experiences.