B2B customers need more than a great product
It takes more than features to provide value
In B2B, we focus on building products that solves customers critical pain. However, in my B2B experience, I realize that simply building a product that provides value while necessary, is not sufficient. There are other factors at play that make your product and your business successful.
Here are top considerations in building for B2B customers. Startups, pay attention.
Solution workflow fit is critical
Zero to low friction in usage
Quick time to value or the AHA moment
Focus on end to end customer experience
Build trust
1. Solution Workflow Fit
B2B Software is more than the features.
It needs to fit into the workflow of users day to day work. Don’t expect business users to change their habits to accommodate to your features. Here is an article explaining this important point.
2. Zero to low friction
Friction is big killer for adoption no matter how good your software.
If it takes significant effort just to get started, most users will drop off.
Reduce friction in the set up process. Get to AHA moment with least effort.
Don’t make them think.
Automate and templatize as much as possible.
3. Quick time to value
Get your B2B users to value sooner.
Even if it is a smaller bit of overall value.
Getting to AHA moment will build momentum and drive adoption.
4. Focus on end to end experience
Every customer experience touchpoint is part of your B2B product.
It starts early in the awareness stages. Make the prospect feel you are the expert in helping them solve their problems. Have great demos and documentation. Build rapport when pitching to them. Provide a free trial if needed. Provide excellent support.
Help them onboard and until they make a habit out of your product.
Add value in each step of the journey.
5. Trust
B2B customers want you to be an extension of their internal teams.
They want to collaborate with you and solve their problems.
They don’t want it to be us vs you.
Build on that trust they are placing on you. Even if it might cost in the short term.
It’s November 2022. Look no further than what is happening at Twitter. Several of my tribe have left and joining rival social media. Imagine relying on a platform for years only to leave within a week.
Earning trust is not enough. You have to keep working at it.
It’s like any relationship.
#productmanagement #productmgmt #startup