Also called individual marketing, personalized marketing strategies, and B2B content creation utilize digital technology and data analysis for delivering more personalized product offerings and messages to the customers. It is when the data available from the contracts is used for tailoring the marketing approach. Such data may include the purchase history, shopping preferences, company size, location, interests, and other aspects of customers.
Business-to-business (B2B) sales are made mostly based on data, which makes it different from Business-to-Consumer (B2C) purchases. However, the B2B customers are also people who would prefer more value and respect along with relevant offers. Personalization may also be effective for developing authentic relationships, which brings the necessary trust into the deal and ensures a fruitful and long-term association for either of the parties.
Rise Above the Noise
B2B customers are also bombarded with many different marketing and advertising communications every day. The approaches are even more pronounced online on the internet. Personalization and B2B technical writing are effective ways through which marketers can rise above the noise and make a significant impact on B2B customers.
What the Data Says
Personalization is not only an effective marketing strategy for improving sales in the B2C segment but can also improve the conversion rates in the B2B segment. For B2B communication, the marketing strategy of personalization may include channels such as:
- Website content (and its repurposing).
- Digital ads (can be personalized based on interest or location, among other aspects of the client).
- Account-based advertising and marketing (developing persona for the different accounts and addressing the pain points).
- Email marketing (personalization of emails with relevant information).
- Social media (personalization of communications based on demographic information and intent signals)
A recent study conducted by the leading IT company Salesforce reveals that 52% of the customers in the B2B segment would switch to a competitor and another brand if the present company does not communicate in a more personalized way. When you approach the client based on their specific needs, it can ensure better customer satisfaction and higher customer loyalty. Another statistic reveals that more than 80% of B2B clients and buyers would prefer to engage with a brand that can deliver more personalized experiences to them.
Personalization for Engagement and Enhanced Experience
Personalization not only plays the role of a motivator and influencer (enhancing the prospect of conversion) but also provides other benefits including engagement and relevance. Personalization of messages/offers will act as a catalyst for faster conversion, and result in competitive advantage and trustworthy relationship.
Better Client Experience: personalization ensures that the target audience achieves customized and relevant experience. Marketers can craft their messages, advertisements, and offers based on the unique requirements, goals, and challenges of their clients and resonate well.
Better Engagement: the one-size-fits-all approach may not suit the unique needs of the varied customers in a market. The B2B clients and professionals would not give adequate attention to such repetitive and commonplace approaches. Personalization ensures that your offers/communications stand apart from the crowd and address the specific interests of the clients.
Better Conversion Rate: personalized communications are more compelling reasons for buyers to take the necessary action. Even small inputs including webinars or whitepaper downloads accelerate the journey of a B2B buyer and provide for better probability of conversion.
Conclusion
Customer data and database-based marketing strategies help you make use of personalization and ensure that you can deliver appropriate content to the buyer depending on the stage of the buyer’s journey. The use of segmentation techniques and leveraging the customer data can ensure better tailoring of the communications, recommendations, and offers. If you operate in the B2B segment, you must reach out to a leading B2B content marketing company and delight your customers with more personalized messages and offers.
