“To me, the future is personalization.” — Marissa Mayer, businesswoman
When it comes to executing the ultimate marketing strategy, getting it right can be tricky — especially when you work in a competitive market. With a number of other businesses doing what you do — whether that’s offering the same products or serving the same industries — it can be difficult to stand out from the crowd. With limited resources, strict budgets and tight time constraints affecting B2B marketing departments — how can marketers ensure they are making an impact? Well, the most important thing to remember is there’s no quick-win solution or magic formula to help you cut through the noise. Instead, it’s all about discovering what works best for your brand and — most importantly — your audience. And that’s exactly why a generic, one-size-fits-all approach won’t work anymore.
In 2020, your existing customers and target audience are used to receiving highly-personalized marketing content. While the B2B marketing world is lagging behind the consumer marketing world when it comes to executing a personalized approach, it’s crucial to remember that the decision-maker you’re trying to win over is still a consumer in their personal life. According to Epsilon, 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations. And, Salesforce found that as many as 59% of customers say tailored engagement based on past interactions is very important to winning their business. Marketers are seeing the value too — ZoomInfo discovered that 98% of marketers agree personalization helps advance customer relationships. So, a lack of personalization just won’t cut it anymore.
“I think every internet user likes personalization.” — Ma Huateng, business magnate
But, if personalization is so popular — then why are B2B marketers so far behind the curve? Well, eMarketer found that 63% of marketers say data-driven personalization is the most difficult online tactic to execute. So, perceived difficulty could play a role here, but — by dismissing a robust personalization strategy and ignoring the necessary tools you need to execute it — businesses risk falling further behind. In fact, according to Smarter HQ, 63% of consumers stop purchasing products and services from businesses that provide poorly executed personalization. And, not only do they feel frustrated when it’s not personal enough — Retail Touchpoints found that 36% of consumers believe brands should offer more personalization in their marketing. Plus, it can have a significant impact on customer and retention marketing. In fact, brand loyalty among millennials increases by an average of 28% if they receive personalized marketing communications, according to Smarter HQ.
Your brand is unique — and so, your B2B marketing approach should be, too. While it might seem like a good idea to try and master every marketing channel, you can’t be an expert at everything. And, more importantly, you’re not expected to be! It’s all about knowing your own Unique Selling Points (USPs) and understanding your audiences. Notice that plurals have been used in both cases — you’ll likely have more than one USP, and almost definitely serve more than one audience. Consider executing an account-based marketing approach to execute a one-to-one approach, or an industry segmentation strategy to help you identify the smaller groups that make up your wider audience to offer a bespoke approach to each. Run tests and measure the effectiveness of each of your marketing platforms. Whatever you opt for, know that mass marketing is no more.
Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” — David Meerman Scott, online marketing strategist and author
By weaving personalization through every step of your customer’s journey, your marketing activity will stand out, yield the best results and maximize business opportunities. Remember, your customer journey isn’t simple — especially when your customer base is made up of busy B2B decision-makers. Whether it’s a social media post, email marketing material, downloadable content, or your business website — potential buyers want a dynamic, relevant experience that captures their interest from the outset. So, it’s time to invest in the data and technology you need to succeed, impress your potential buyers and transform your marketing approach for the ultimate return on investment.
Webeo is a leading personalization software that transforms static B2B websites into highly engaging and dynamic on-site experiences. Utilizing a global leading database of IP addresses and the power of website personalization, Webeo enables users to create the perfect website for every visitor — every time. The tool identifies the organization visiting your site and tailors it to meet the needs of the visitor. Users can edit the language, imagery, content, greetings and calls-to-action displayed on their website — positioning themselves as the obvious choice vendor. Convert more traffic, decrease your bounce-rate, increase the time spent on your website and improve overall customer experience. Discover the power of website personalization and book your free demonstration today.