Why B2B marketers can no longer ignore personalization
The value and popularity of personalization is no secret. It has been highly praised in the marketing world for its ability to deliver maximized results, enhance marketing ROI and improve customer experience. In the current climate, with such an increase in remote working, personalization is an effective way to stand out from the crowd while key decision-makers in your target industries find themselves more and more online. Every social media post, search engine Pay-Per-Click advert, and piece of content you create has more chance than ever to get noticed by the right person. Personalizing each of these elements to meet the needs of your key accounts and leading them to a bespoke landing page on an entirely tailored website is the ultimate way to cut through the noise in a crowded digital space. B2B marketers: now is the time to fully embrace personalization.
The growing demand for personalized marketing
According to Evergage, as many as 88% of marketers believe their prospects and customers expect a personalized experience. And, Retail Touchpoint found that more than a third of consumers believe brands should offer more personalization in their marketing. This makes sense when we learn just how effective it is — MarTech Advisor found that a personalized web experience can increase sales by almost 20%. And, Mckinsey discovered it can reduce acquisition costs by up to 50%, as well as increasing the efficiency marketing spend by up to 30%. A personalized marketing strategy should be at the center of your business plan, helping to shape your content, your marketing materials, your website, and your customer journey.
B2B vs B2C personalization
It’s safe to say that the consumer world has led the way in personalization. Think Amazon, Netflix, Spotify and other B2C leaders executing the ultimate personalized experiences. So, why exactly are B2B organizations so far behind the curve? According to Folloze, as many as 42% of B2B marketers say their marketing efforts are not fully personalized. However, 73% of B2B buyers want a personalized, B2C-like customer experience, according to Accenture. B2B marketers aren’t awarded the same privileges of the consumer marketing world — often with smaller lead pools, niche products, higher prices, and more complicated buyer journeys. But remember, the key decision-makers you’re looking to get in front of are consumers in their personal lives. They’ll be used to the bespoke, tailored experiences offered by consumer brands. And, as more and more of your B2B competitors begin to embrace personalization, you risk falling further behind.
No matter what resources you have available to you, what budget you have in place, or how much data you can access — there’s a personalization approach for you. Personalized marketing approaches are scalable, so they can range from targeting individual businesses through an account-based marketing (ABM) program, to personalizing to groups based on shared similarities, or even taking on a mass personalization approach. While brands like Amazon personalize to individuals using personal data — B2B marketers have the opportunity to personalize at industry, location, behavior, or organization level. Business to business marketers should be creating and sharing bespoke content based on industry-specific issues; they should be positioning themselves as thought-leaders in key sectors or geographic locations, and connecting with decision-makers on appropriate platforms.
Embracing tech for success
Personalization tools are a necessity for executing high-quality, dynamic personalization experiences. And, while your key decision-makers are most likely working remotely, there’s a better chance they’ll be in front of their computer screens. In turn, they may be more engaged, and have more headspace to discover with your brand. Every touchpoint of your customer journey and element of your online marketing strategy should offer a seamless, bespoke experience — and technology is the key to that. From automated email personalization technology to real-time website personalization tools, developing a martech stack for success is a must. In fact, The Drum predicted a 15% increase in profits from using personalization tech in 2020. So, not only does it transform your customer journey and improve their experience with your brand, but it also leads to better results for your business. Increase the number of your visitors that convert into leads, and give those leads the best opportunity to transform into loyal, engaged customers — growing your profit and client roster, and improving the chances of seeing positive word-of-mouth recommendations.
Webeo is an innovative website personalization tool that is leading the way in B2B website personalization, transforming websites into engaging, dynamic and bespoke online experiences. In an increasingly digital era, your website has never been more important. So, take it up a notch by greeting your visitors by business name, presenting them with relevant content, language, imagery and bespoke calls-to-action on arrival. Through the power of dynamic personalization technology and a global leading database, Webeo tailors your site to meet the needs of your visitors in real-time. Increase your page views and the time spent on your site, reduce your bounce-rate, boost your conversions and enhance your customer journey. Want to discover personalization for yourself? Book your Webeo demonstration today.
