In light of recent events and the current climate, it’s likely that business leaders are making some significant changes to the day-to-day running of their organizations. Events may be cancelled, and meetings may be postponed. Your customers and leads are likely to be spending time in quieter offices with fewer colleagues around, or even working from home. This provides them with extra time to tackle those tasks and projects that keep moving to the bottom of their to-do list. And, they may even have a little more space to digest and engage with your business content. In times of uncertainty, the B2B marketing world should be looking to embrace the right tools and technology to support and enhance their business — now and in the future. Innovative personalization software is a necessity.
Where software for personalization comes in
Let’s explore some of the ways you can use personalized marketing and leading technology to offer a bespoke experience in the absence of face-to-face meetings.
- Your meeting or event has been cancelled or postponed
A cancellation in the current climate doesn’t mean the prospect isn’t interested. It’s up to you to embrace hyper-personalization to keep them engaged. Use website personalization technology to serve them a totally bespoke view of your site and fuel them with content designed with their business in mind, nurturing and adding value to the relationship. According to Luma Partners, as many as 72% of marketers think that branded content is more effective than magazine advertisements.
- You’ve increased your outbound marketing approach to generate leads
If you’re spending more budget, time and resources on your outbound marketing strategy, personalization can help you maximize your efforts, boost conversions and increase ROI. McKinsey found that personalization can increase the efficiency of marketing spend by up to 30%. Consider introducing industry segmentation to your campaigns, personalize email blasts, up the ante on targeted advertising and personalize your website as the final digital touchpoint.
- You’re looking to maximize on existing customer relationships
No matter what is going on in the world around you — your existing customers are your most valuable asset. Personalization not only makes your customers’ lives easier and proves that you value them, but it also increases the chances of upselling and cross-selling. According to Fresh Relevance, even basic personalization can give an 8% sales uplift. Remember, personalization is a key foundation when it comes to customer retention and loyalty.
- You’re looking to impress account-based marketing (ABM) targets
Keeping your ABM accounts warm while they’re working remotely or reducing hours is pivotal to success. You’ve dedicated resources and team members to developing relationships with key decision-makers. Don’t let that go to waste, and keep your brand and its content at the forefront of their minds using tech. Remember, according to ITSMA, 74% of marketers have seen an improvement in customer relationships through ABM.
- You want to reassure customers, prospects and stakeholders
We’ve said it before and we’ll say it again — B2B marketers are not awarded the same advantages as their consumer marketing counterparts. The products and services B2B organizations provide tend to see longer buyer journeys, have niche markets and higher costs, and include multiple decision-makers. Gartner found that 77% of B2B buyers said the last purchase they made was complex or difficult. Understandably, this can lead to hesitance from clients, stakeholders, and potential customers. In times of uncertainty, offering reassurance is key. Send personalized communications to each of these audiences, updating them with your plans, reminding them how to get in touch and assuring them you’re on-hand to help. Remember, the more personalized these messages, the better.
- You want to futureproof your website and marketing strategy
Recently, we’ve seen the true value and, in fact, sheer reliance on high-quality technology to help us do our jobs effectively. From conference call applications and Customer Relationship Management (CRM) software to automation and artificial intelligence (AI), the right technology is a must. Email Monday found that more than half of businesses are currently using marketing automation. And, according to Spiceworks, 52% of businesses are investing in new technology for growth. As the demand for personalized online experience grows, ensuring your communications, customer journey and B2B website are streamlined and relevant for your customers should be your next crucial step.
Webeo is a leading site personalization software that helps B2B organizations transform their static websites into highly engaging, relevant online experiences. Utilizing a global leading database of IP addresses, Webeo tailors your website in real-time based on the visitor. Users can alter the language, imagery, content, greetings and calls-to-action displayed on their site, enabling them to create the perfect website for every visitor, every time. Boost your conversion-rates, see your bounce-rates drop, increase the time visitors spend on your website and take your customer experience to the next level. Discover the power of website personalization, futureproof your B2B website, maximize your marketing efforts and book your Webeo demonstration today.