翻译：Give the people what they want: putting these lessons into practice

With all this in mind, how can you apply these principles across your business? While there are a number of ways to implement these ideas, I’ve spent the bulk of my career helping teams leverage a marketing platform like HubSpot to architect and deliver remarkable customer experiences. A number of platforms on the market may also have at least some of these features, or a comparable alternative, but here’s how I’d recommend moving forward if you do use the HubSpot suite of tools, but the general lessons are applicable to other platforms too.  
Marketing: provide relevant content

In the B2B landscape, providing relevant content is key to engaging potential clients and nurturing existing relationships.

Leverage your marketing platform to:

    Sync ads audiences. This allows for targeted advertising, ensuring that the right content reaches the right audience. Use your CRM data to create highly targeted ad campaigns and uncover valuable insight.
    Create multiple blogs for various audiences. By having different blogs for different segments, you can tailor content to specific needs and interests.
    Use a newsletter builder. A tool like this helps to create customized newsletters, providing relevant information and updates to subscribers.
    Set specific segmentation and lead scoring. With precise targeting and prioritization of leads, you can ensure marketing efforts are directed where they’ll have the most impact.

Part of this mindset is about meeting customers on their own time, rather than interrupting them. Notice that only one of these four items is about ads: by being content-forward, you allow customers to take the next steps at their own pace, creating a more pleasant experience.

The key is to balance both strategies, using outbound methods to complement and enhance the inbound approach. Speaking of outbound…
Sales: ensure consistent customer experiences

Consistency in customer experiences is vital for building trust and facilitating smooth transactions. From clearly defining sales rep interactions to creating a consistent way to present quotes, you can leverage your software for more reliably positive experiences.

What can you do to improve sales experience consistency?

    Use something like HubSpot Playbooks for consistent data across reps. This ensures that all sales representatives have access to the same information, leading to uniform and consistent interactions.
    Use easy quoting and transacting mechanisms. Use these types of features to streamline the sales process, making it easier for customers to understand pricing and to complete transactions.
    Use a knowledge center to provide consistent answers. Sales reps should all be able to access a centralized knowledge base so customers aren’t given conflicting information or accidental false promises.

If you use HubSpot, be sure to take advantage of the detailed segmentation capabilities in your account so you can more easily customize leads’ experiences, and ensure that sales interactions are tailored to their individual needs.
Email personalization: use data points to make emails more personal

Personalized emails resonate more with recipients, leading to higher engagement rates. That’s more than just a simple “Dear [NAME]”. In fact, the fake personalization (as we call that) is often more of a damaging behavior, especially if any of those fields are wrong. 

The moral of the story here is sending emails that are relevant to the customer based on their interests or behavior. Use the right tools to customize your emails:

    Contact properties. This allows for detailed profiling of contacts, enabling highly personalized email content.
    Segmentation, lifecycle stages, and custom properties. These features facilitate the creation of targeted email campaigns that reflect where a contact is in their buying journey.

Dig deeper: From campaigns to conversations: The future of email marketing
Creating remarkable customer experiences

Meeting (and exceeding) customer expectations is not just about making a sale. It’s about building long-term relationships, fostering brand loyalty, and turning customers into advocates for your business. It’s about understanding that the customer experience doesn’t end with a purchase; it’s an ongoing journey that requires continuous engagement and nurturing.