How B2B Tech Companies Are Capturing the Market Through Smarter Company Communications

In technology companies, there’s often a craze built around customer engagement and activity within a product. Within SaaS (software-as-a-service) companies, the experience, the onboarding resources, and the content you provide outside of the software all play a supporting role to the product itself. This becomes even more complicated as technology companies grow. And when you’re in the software business, the need to grow quickly often trumps any need to implement a proper communications strategy.

Companies who prioritize interdepartmental communication and establish a strong foundation of connecting employees, are more likely to succeed.

In this eBook we explore:

  • The challenges communication teams face in the B2B tech industries
  • What will happen if these problems aren’t solved
  • How to centralize your communication and connect your team

Download the eBook now to learn more.


Preview

Communication innovation starts and ends with the user experience

In technology companies, there’s often a craze built around customer engagement and activity within a product.
We obsess over click-through rates and triggered events. Did they hover over the button or click it? Did they see the value or not? Were they delighted or did they dismiss our changes completely?

This level of data is important to gather when you’re constantly innovating, but the trouble is that we miss how all these pieces tie together. We may see them as hundreds, perhaps thousands of events, but to a customer, to a user, it’s all one experience. To them, every click is another thing they have to do to solve their problem. To them, every interaction or conversation is more time away from their business, family, and life.

As an organization who builds and sells software, we have a unique challenge in that everything we do is immediately tied to that single, undetached experience. A prospect sees a blog post written by a marketer about a new feature built by the engineers. This results in a conversation with a sales rep and ultimately ends with an on-boarding call with a customer experience consultant. To us, we’re all siloed departments, chugging away at our KPIs, but to customers, it’s one blended experience. And if you want them to tell a positive story, you need all the characters to communicate and work together seamlessly.

Companies who prioritize interdepartmental communication and establish a strong foundation of connecting employees, are more likely to succeed.

When you are a SaaS (software-as-a-service) company, the experience, the on-boarding resources, and the content you provide outside of the software all play a supporting role to the product itself. It’s not like a retail or hardware company, where you simply complete the transaction and your customer interaction is complete. When businesses pay you on a monthly subscription to use your service, experience and communication matter. And because of that, these types of companies have a unique challenge in that departmental cohesion is absolutely critical. If your teams aren’t speaking the same language, the customer experience will inevitably suffer.

This becomes even more complicated as technology companies grow. And when you’re in the software business, the need to grow quickly often trumps any need to implement a proper communications strategy.

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