{"id":14337,"date":"2022-09-28T14:40:00","date_gmt":"2022-09-28T14:40:00","guid":{"rendered":"https:\/\/userpilot.com\/blog\/17-b2b-customer-engagement-strategies\/"},"modified":"2026-07-14T11:14:02","modified_gmt":"2026-07-14T11:14:02","slug":"b2b-customer-engagement-strategies","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/b2b-customer-engagement-strategies\/","title":{"rendered":"17 B2B Customer Engagement Strategies That Drive Retention and Loyalty"},"content":{"rendered":"

What is customer engagement?<\/strong><\/h2>\n

Customer engagement<\/a>\u00a0refers to the process of interacting with your users through a variety of channels and building a relationship with them.<\/p>\n

Email,<\/a> social media, community forums, and a company website are popular channels companies use for customer engagement.<\/p>\n

What are customer engagement strategies?<\/strong><\/h2>\n

A customer engagement<\/a> strategy is a detailed plan that includes all activities a company will employ to maximize CX and keep customers engaged throughout their journey. A good customer engagement strategy has measurable KPIs and is always updated based on the performance data.<\/p>\n

Why does customer engagement matter in SaaS?<\/strong><\/h2>\n

Signing up to use your software is just one step you expect a SaaS customer to take. You want them to keep renewing their subscriptions and have a high LTV<\/a>. The surest way to ensure that is by keeping them engaged with your product and brand.<\/p>\n

Specifically, here are the reasons you should care about customer engagement:<\/p>\n

Improve the overall customer experience<\/strong><\/h3>\n

Good customer engagement strategies will lead to positive interactions and make customers feel good about your brand. This experience will, in turn, make them want to stick with you.<\/p>\n

Repeated engagement results in increased retention and loyalty<\/strong><\/h3>\n

Loyalty doesn\u2019t just happen; it\u2019s the product of ongoing engagement that builds emotional bonds between you and customers.<\/p>\n

With this bond established, customers will keep renewing their subscriptions and stay loyal<\/a>, provided your app continues to be valuable.<\/p>\n

Boost revenue thanks to upsells and cross-sells<\/strong><\/h3>\n

This is a consequence of the previous point.<\/p>\n

Loyal customers are with you because your product satisfies their needs, which means this customer group is the most primed for upsells<\/a> and cross-sells. They\u2019ll easily upgrade with minimal push, leading to increased revenue for you.<\/p>\n

Customer engagement vs customer experience<\/strong><\/h2>\n

Customer engagement and customer experience are two sides of the same coin and are often combined to keep customers happy.<\/p>\n

So what\u2019s the difference between them?<\/p>\n

For one, CX is more passive than CE: In customer experience, the user is the recipient of what the company does.<\/p>\n

Customer engagement <\/a>requires active participation from customers. You create the channels and content while users interact by sending emails, engaging with your social media posts, etc.<\/p>\n

Another way to see it is that customer experience is the customer\u2019s perception of you, while customer engagement is how you interact with those customers. As mentioned, CE and CX work together\u2014People\u2019s experience with your brand tends to improve over time as they continue interacting with you. And in turn, the positive experiences make them engage more.<\/p>\n

17 B2B customer engagement strategies for each stage of the user\u2019s journey<\/strong><\/h2>\n

Our focus in this article is to help you improve customer engagement, not necessarily CX (although that\u2019s often a de facto benefit).<\/p>\n

Below are 17 strategies you can use to engage customers at different stages of their journey:<\/p>\n

Start developing your customer engagement strategy with user journey mapping<\/strong><\/h3>\n

It’s impossible to develop effective engagement strategies if you don’t know your customers or what they want to achieve.<\/p>\n

A clear user journey map<\/a> helps you visualize how customers progress through your product, the experiences they\u2019re expected to have, and possible challenges. In short, you’ll gather insights into customer behavior and identify opportunities for engagement.<\/p>\n

Here’s what a simple journey map built with Miro looks like:<\/p>\n

\"user-journey-maps-one-of-the-best-customer-engagement-strategies\"<\/picture><\/figure>\n

Hyper-personalize in-app communication and customer experiences<\/strong><\/h3>\n

Personalization is one of the most popular engagement strategies, especially for B2B customers. And for good reasons\u2014it makes customers feel like you know them and makes it easy for them to get things done on your app.<\/p>\n

Common examples of SaaS personalization:<\/a><\/p>\n