?? Bringing an Apple-like experience to B2B

Hey, Game Changer!

Us marketers talk about engaging our audiences day in and day out. But are we really walking the walk or just talking the talk??

Today, you'll want to turn your "innovation" brain on as Mike Hulme takes us through how he replicated an Apple-like experience for an in-person event with VMware . It all revolves around the buyer experience and might get you to rethink your own approach.

[Watch the replay]

This is how Mike did it so you can replicate his amazing results:

• Remove all complexity: Complexity is a huge barrier when it comes to getting buyers to commit to your solution. Apple & VMware has done an excellent job at removing friction from the process through a seamless tech UX and a stress free purchasing experience. When your prospects feel at ease, they are more likely trust you and therefore buy from you.?
• Tailor your space: Well designed spaces are underrated. It's important to bring in an empathetic perspective when designing an environment that could turn on-the-fence prospects into loyal advocates. When you look at Apple's in-store experience you can see various age groups with different buying preferences spread from self-service to full service courses... leading us into the next tip.
• Know how to approach your buyer: This really comes down to how well you know your buyer's preferences. Many buyers are moving towards a self-serve experience but that might not be the case for your product or industry. Whatever way your prospects want to be approached, go all in and make the experience engaging.
• Use behavioral data for follow-ups: It's one thing to attract an audience through amazing experiences but it's another to get those deals across the finish line. The key here is to collect as much behavioral data within each experience so that you can follow-up with prospects in the most personalized way possible.

"The worst thing that we could ever do is as marketers is be on autopilot. What we want to do is kind of look for new ways that we can reinvent ourselves, whether that's taking advantage of a new technology or just throwing out playbooks and thinking about things in new ways." - Mike Hulme

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See you next week!