Personalization doesn’t end at addressing customers by their name; it entails understanding who your prospects are and providing the content required while building a two-way relationship. The challenge for sales teams and marketers is providing prospects with personalized experiences that are tailored to their needs. Being able to execute these types of campaigns will increase customer conversion rates.
In business-to-business or B2B marketing, companies sell their products/services to other companies directly as opposed to individual customers. At the heart of B2B marketing, is maximizing the use of technology to enhance business efficiency and improving the revenue of retailers.
In an era where hyper-connectedness is essential, businesses need to find ways to engage and deliver an experience that resonates with clients. The challenge for marketers is two-fold, first, content is not enough; content produced must stand out. Secondly, the content should be packaged in a way that matters to the customers.
Personalization is the key to marketing success today. Why? Because B2B customers want specifics and do not want to beat around the bush. In fact, it’s so important that 72% of consumers revealed they only engage with content if it contains personalized messaging.
Personalization enables companies to show potential customers that they have the solutions. The more you are able to learn about a prospect, the easier it will be for you to communicate and eventually turn them into a loyal customer.
Benefits of B2B Content Personalization
Ease and Customer Convenience
Data is the backbone of business operations but extracting information from potential and existing customers is tedious for clients; with personalization, existing information can already be filled into the form, making it not only easier for the customer but also gives them a sense that they’re being listened to.
Creative Video Content
Any successful sales and marketing campaign hinges on delivery; companies typically focus on textual content such as blogs, newsletters, and emails, and quite frankly, these can get monotonous real fast.
With content personalization, companies can repurpose existing content and make it easily digestible for website visitors through videos. These can include features such as including the prospect’s name, using the right keywords to be more visible, and at the very least; make your introduction more attention-grabbing. Such a strategy can positively impact your ROI.
From Email Content to Email Engagement
Emails are one of the most widely used marketing strategies, but these are basically glorified cold calls. Messages that don’t reflect the true understanding of customer needs are invaluable to a company and are less likely to get a response. Personalization leads to email engagement when dynamic content is used to speak to customers at a curated level.
Strong Customer Relationship
Clients want to engage with personalized B2B marketing, and you must respond to that their expectations. As long as a company continues to provide responsive customer service, customers become loyal which leads to long-term business partnerships. Being able to provide customers with relevant products and services shows that you are paying attention and you care about their development.
Businesses don’t have time to take their time; if you don’t make a strong first impression, chances are you’ve missed your chance. Your website is your chance to put your best impression forward and it’s integral that the content you present is exactly what the prospects need. Personalization by way of detailed and precise customer personas allows customers to browse your site and choose from options that are most relevant to them.
Traditional marketing – generic offers and cold calls – aren’t going to make the cut anymore; Harvard Business Review reports that 90 percent of business decision-makers do not respond to cold calls. The new marketing framework puts a premium on customer relationships.
According to Dialogue Tech, more than 70% of B2B customers expect a personalized experience. Further, even more have reported that their “standards for the customer experience are at an all-time high.” Companies need to establish a relationship early in the process in order to be relevant. Personalization and marketing now go hand in hand; as personalization continues to gain traction, it will be increasingly important for companies to take on this approach.
Smart marketers in today’s crowded digital market realize content isn’t a nice-to-have option for buyers; they know it is now the connective tissue of a successful marketing campaign. Learn to better engage prospects with personalized content in our whitepaper “Building Your Brand with Content that Converts.”
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