What is a B2B customer strategy?

Award will be judged on the basis of business to business customer acquisition, fast growth, and an ongoing customer retention strategy.

A B2B (Business-to-Business) customer strategy refers to a comprehensive plan and approach adopted by a company to attract, acquire, retain, and grow its customer base in the B2B market. It focuses on building strong, long-term relationships with other businesses as customers, understanding their needs, and delivering value that aligns with their goals. A successful B2B customer strategy takes into account the unique dynamics and complexities of business-to-business interactions. Some key elements of a B2B customer strategy:

  • Target Market Analysis: A B2B customer strategy begins with a thorough analysis of the target market. It involves identifying the specific industries, verticals, or segments that align with the company’s offerings. Understanding the market landscape, competitive dynamics, and customer requirements helps in crafting an effective strategy.
  • Buyer Persona Development: B2B customer strategies involve creating detailed buyer personas that represent the ideal customers. These personas are based on demographic, firmographic, and psychographic characteristics. They provide insights into the needs, pain points, challenges, and buying behaviors of the target customers, allowing the company to tailor its offerings and messaging accordingly.
  • Value Proposition and Differentiation: A strong B2B customer strategy focuses on articulating a compelling value proposition that addresses the unique needs and challenges of the target customers. It highlights the unique selling points, competitive advantages, and benefits that set the company apart from competitors. The strategy also emphasizes how the company’s offerings solve customer problems, improve efficiency, reduce costs, or generate value for the customer’s business.
  • Relationship Building: B2B customer strategies prioritize building strong and long-lasting relationships with customers. This involves investing in relationship-building activities such as personalized communication, regular engagement, and proactive support. The strategy may include account management teams dedicated to understanding customer needs, providing customized solutions, and acting as trusted advisors.
  • Customer Experience Enhancement: B2B customer strategies recognize the importance of delivering exceptional customer experiences throughout the entire customer journey. This includes optimizing touchpoints such as sales interactions, onboarding processes, product/service delivery, and ongoing support. The strategy aims to create positive experiences that foster customer satisfaction, loyalty, and advocacy.
  • Customer Success and Retention: B2B customer strategies place a strong emphasis on customer success and retention. They focus on ensuring that customers achieve their desired outcomes and derive maximum value from the company’s products or services. The strategy may involve providing ongoing training, support, and resources to help customers succeed. Regular reviews, feedback mechanisms, and performance tracking are used to identify opportunities for improvement and address any issues proactively.
  • Upselling and Cross-selling: B2B customer strategies aim to maximize customer lifetime value by identifying opportunities for upselling and cross-selling. This involves understanding the evolving needs of customers, identifying complementary products or services that can add value, and proactively presenting these offerings to customers. The strategy may include personalized recommendations, bundling options, or loyalty programs to encourage customers to expand their engagement with the company.
  • Continuous Improvement and Feedback: A strong B2B customer strategy is iterative and data-driven. It emphasizes continuous improvement by collecting customer feedback, analyzing data, and leveraging insights to enhance products, services, and customer interactions. The strategy may involve regular surveys, customer advisory boards, and feedback loops to capture input and align the company’s offerings with customer needs.
  • Measurement and Metrics: B2B customer strategies establish key performance indicators (KPIs) and metrics to track the effectiveness of the strategy and its impact on business outcomes. Metrics may include customer acquisition cost, customer retention rate, revenue growth from existing customers, customer satisfaction scores, and other relevant indicators.

In summary, a B2B customer strategy focuses on understanding and meeting the unique needs of business customers. It involves developing targeted messaging, building strong relationships, delivering exceptional customer experiences, maximizing customer success, and driving long-term customer value. The strategy aims to create mutually beneficial partnerships, retain and grow the customer base, and ultimately drive business growth.

Previous recognition for B2B Customer Strategy

For a broader understanding of this Cloud Awards category, we have gathered examples from previous winners, finalists, and shortlistees which impressed the judging team with their innovative B2B customer strategies.

Winner of The Cloud Awards 2022-2023 for the B2B Customer Strategy

Lead Judge Annabelle Whittall said:

MasterControl’s submission showed The Cloud Awards Judges an impressive ability to scale their approach to customer strategy irrespective of business size. All the while, MasterControl are listening and responding sensitively to their customer’s preferences. We most loved learning about the migration from their on-premises system to their cloud-based SaaS solution and how MasterControl identified and managed risk. Their customer retention rate of 93% during this shift demonstrates that MasterControl’s approach to customer strategy has paid off, and cemented long-term benefits for their customers. Great work, MasterControl!”  

Winner of The Cloud Awards 2021-2022 for the B2B Customer Strategy

Lead Judge Annabelle Whittall, said:

“B2B is such a competitive category but we at the Cloud Awards were delighted to become acquainted with Demandbase and their fantastic group of B2B centered products. Their comprehensive GTM suite really empowers B2B companies to drive revenue and increase retention. We were particularly excited to hear all about the launch of Demandbase One in 2020 and to see how Demandbase have continued to grow, even during the difficulties of the pandemic. Well done, Demandbase!”

Finalist of The Cloud Awards 2022-2023 for the B2B Customer Strategy

LineLeader’s B2B customer strategy aims to help childcare centers enhance their operations, increase efficiency, and improve parent satisfaction through their software solution.

LineLeader has conducted thorough research and analysis to understand the specific needs and pain points of childcare centers. They have identified the challenges faced by these centers in managing daily operations, parent communication, and administrative tasks.

Shortlistee of The Cloud Awards 2021-2022 for the B2B Customer Strategy

Whatfix’s B2B customer strategy showcases their innovative approach through their digital adoption platform. Their solution leverages advanced technologies like artificial intelligence and machine learning to deliver personalized, in-app guidance to users. The strategy highlights how their platform stands out in the market by providing real-time, contextual assistance.

Whatfix’s B2B customer strategy revolves around understanding and meeting the needs of their customers.

A strong entry for the B2B Customer Strategy category should have:

  1. Collaborative Initiatives: The entry should highlight any collaborative initiatives or partnerships established as part of the B2B customer strategy. This could include co-creation with customers, joint marketing efforts, or strategic alliances that have strengthened customer relationships and delivered mutual benefits.
  2. Continuous Improvement: A strong entry should demonstrate a commitment to continuous improvement in the B2B customer strategy. It should highlight how customer feedback, data analytics, and insights were used to refine and optimize the strategy over time. The entry should showcase the iterative nature of the strategy and how it evolves based on customer needs and market dynamics.
  3. Customer Success Stories: Including customer success stories and testimonials can greatly strengthen the entry. Real-life examples of how the B2B customer strategy has positively impacted customers, solved their challenges, and contributed to their success provide compelling evidence of the strategy’s effectiveness.
  4. Overall Impact on Business: The entry should clearly articulate the overall impact of the B2B customer strategy on the business. This could include financial growth, market share gains, customer loyalty, brand reputation, or other relevant business outcomes. The entry should demonstrate how the strategy has contributed to the company’s overall success and competitive advantage.

In summary, a strong entry for the B2B Customer Strategy category should showcase a clear objective, innovative approaches, customer-centricity, measurable results, collaborative initiatives, continuous improvement, customer success stories, innovation, thought leadership, and overall impact on the business.

Next Steps to Enter The Cloud Awards

To enter this Cloud Awards category, or any other category in The Cloud Awards, please follow these three simple steps:

  • Download the entry form. Open up the ‘Cloud Awards Simple Form’ document.
  • Complete your form. You only need to complete the form once, even if entering multiple Cloud Awards categories.
  • Submit your entry. Head to the ‘Submit Now’ section on our website, select ‘The Cloud Awards’ and the category/categories you are entering from the list, upload your form and any other materials you would like the judges to review, and process your fees.

Since 2011, The Cloud Awards been helping organizations across the globe gain the recognition they deserve for market-leading innovation in the cloud computing and software sectors.

For a detailed breakdown of all the benefits you receive as an awards entrant as either a shortlistee, finalist or ultimate winner, please see our “Why Enter?” page. The many benefits are replicated across all international awards programs. If you have any questions about this category, please contact us.