To achieve the best results and maximize your potential for business success, your B2B marketing strategy needs to be goal-driven, focused, and designed with your target audience in mind. Whether you’re looking to acquire new customers, increase engagement across your marketing channels, or enhance existing customer relationships — relevance is key.
In fact, The Relevancy Group found that advanced personalization can deliver an ROI of $20 per $1 spent. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. And, as many as 89% of digital businesses are investing in personalization — including big-name brands like Coca-Cola and Netflix, according to Forrester. So, if personalization is so paramount, where exactly does it fit into your own marketing strategy?
Business development and lead generation
Let’s start at the top of the funnel. For B2B marketers, lead generation is a pivotal part of your day-to-day activity and an important element of your wider strategy. But, it’s no easy feat. To become leads, your visitors, contacts and potential customers first need to make a conversion — and, according to Marketo, as many as 96% of website visitors don’t get that far. Then, those visitors that have converted into leads need to meet a set of criteria that ensures they’re right for your business. And finally, they must be nurtured effectively for the best chance of becoming a customer.
By including digital personalization tools in your strategy from the outset, you can increase the relevance of their experience at every stage of the funnel. A personalized brand experience at the start of the journey will ensure more leads convert in the first instance. And, with a bespoke view of your website, content and marketing material, prospects will be able to gain a better understanding of business before they make an inquiry. According to Salesforce, 84% of customers say being treated like a person instead of a number is very important to winning their business. And so, individualized lead nurturing content will help move them along the buyer journey.
Maximizing your marketing ROI
Securing the maximum ROI from digital marketing campaigns is essential. And to get the ultimate return, embracing personalization is a must. According to McKinsey, personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more. Best-in-class marketers are already delivering personalized marketing approaches across various marketing channels. But, to yield the very best results, this relevant experience needs to be seamless across the entire customer journey. From the first engagement with your brand’s marketing materials, through to the final stages of the journey on your business website, individualized experiences should be streamlined and uninterrupted. This will help you quickly secure more conversions and lead to serious revenue.
Developing richer customer engagement
According to Forrester, businesses that lead in customer experience outperform those that don’t by almost 80%. So, it’s clear that delivering unbeatable customer experience is necessary for success. To see enhanced engagement across all channels, customer experience needs to be at the core of your personalized marketing strategy. By segmenting your audience based on their shared similarities, you can share relevant content, position yourself as a leader, and develop engagement across key industries. Identify specific accounts to target as part of an account-based marketing strategy, helping to build relationships and intensify connections on an individual level. And, utilize innovative mass personalization software to execute highly tailored, bespoke campaigns at scale — giving you the chance to deliver one-to-one marketing, no matter who the prospect is.
Transforming your B2B website
Your website is a crucial part of your wider strategy — but is too often overlooked by marketers. While all of your personalized marketing content is building brand awareness and developing potential customer relationships, a one-size-fits-all website can interrupt the customer experience and undo all of your hard work. Every piece of content should be taking potential customers to your website. And, when they land, their experience should match up to the level of personalization delivered by the channel that drove them there. Segment found that as many as 71% of consumers are frustrated by impersonal experiences — and that’s where real-time website personalization technology comes in.
Webeo is an innovative website personalization software that transforms static B2B websites into engaging, dynamic experiences in real-time. With a simple code added to your website, the tool can identify your website visitors and enables you to greet them with a personalized, relevant view of your website. Stand out to account-based marketing targets, position yourself as a leader in relevant industries, and impress every visitor, every time — no matter where they are in the buyer journey. Personalize greetings, language, imagery, content and calls to action. Boost your conversion-rate, enhance your customer journey, reduce your bounce rate and increase the time spent on your site. Discover the power of website personalization for yourself and request your Webeo demonstration today!