B2B organizations should step up as demand for personalization grows
“Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized. More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities,” — Brian Solis, Author and principal analyst at Altimeter Group.
Personalization isn’t a brand new idea. Consumer brands have been leading the way in personalized marketing for years — with e-commerce giants like Amazon, and streaming sites like Netflix, Pandora and Spotify leading the way. B2B organizations are, unfortunately, significantly behind the curve when it comes to offering customers a personalized experience. But, it’s crucial that we realize it’s not a new concept for B2B, either. In fact, in a 2018 LinkedIn article by award-winning global content creator, Alexandra Rynne, personalization was declared the ‘new normal’. And, according to Epsilon, 80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences. So, if you want your B2B organization to stay ahead, then it’s time to start taking personalized marketing more seriously.
Rynne’s article goes on to state that by treating customers like ‘humans rather than accounts’, B2B marketers will earn ‘business and loyalty’. And we couldn’t agree more! In an era of personalization, there is no longer an excuse for mass marketing. The stats say that it doesn’t work — according to Pure360, only 8% of survey respondents said they’d be encouraged to engage with a brand that addressed them by name. And, Infosys found that 31% wish their shopping experience was more personalized. For your business to succeed, you need to turn customers into dedicated fans by creating a real connection. And, it has to be consistent across all channels, too. Whether you use account based marketing, segment your audience based on their industry, or choose to adopt a personalization software like Webeo, it’s all about creating a simple and enjoyable online experience for everyone.
InstaPage found that 74% of customers feel frustrated when website content is not personalized. B2B decision makers are busy people. They’ll often have a lengthy list of things to do, so if they land on a website that doesn’t meet their needs, it’s less than likely they’ll be hanging around. Personalized marketing aims to engage leads at every touchpoint — from opening an email and reading a piece of content through to making that crucial conversion. Outside of work, they will still make online purchases. They’ll be used to receiving tailored marketing communications from the likes of Amazon. Why should their B2B buyer experience be any different? B2B marketers — it’s time to step it up!
“Think human-centered, not buyer-centered.” — Brian Solis, Author and principal analyst at Altimeter Group.
Maximize your personalization efforts to improve user experience and watch your customer relationships grow stronger than ever before. Thanks to improved content relevance, you’ll see more conversions too. Tie website personalization into a wider personalization strategy and drive engaged traffic through email, content marketing, social media and paid digital advertising. The more targeted and personal your campaigns, the better quality outcome. Did you know that personalized email campaigns are 26% more likely to get opened, according to Campaign Monitor? And, according to Harvard Business Review, customers who felt content was tailored to their specific needs were 40% more willing to buy from that supplier. Rynne is right. ‘Smarter targeting’ is the key to delivering the ultimate in personalization.
Personalization should be a well-oiled machine. Every communication should be tailored to individual business needs, aiming to drive the user back to your website. Once they land on your site, website personalization should be the final piece of the puzzle. According to InstaPage, 39% of marketers say their biggest personalization challenge is having enough data, and 38% say it is inaccurate data. That’s where Webeo comes in. Our personalization software uses the global leading database of business IP addresses. So, you don’t have to worry about a lack of data. And, our data goes through extensive verification processes to ensure it’s high-quality, accurate and up-to-date. Then, it’s up to you to decide on how to use the software — whether a simple nod to the visitors’ industry through imagery or language, or a highly-personalized experience for an ABM account or existing client.
Webeo is the personalization software changing the B2B website experiences as we know it. When a visitor lands on your site, Webeo presents a dynamic website personalization based on the business your visitor is from. This way, they’ll receive an entirely bespoke and unforgettable experience. With our easy-to-navigate software, users can change the imagery, content and language used on their site, and greet visitors by business name. Enhance your CRO, reduce your bounce rate and get the most out of your B2B website. According to Econsultancy, 80% of organizations report an uplift since implementing personalization. Join them in their success and discover the power of personalization. Book your demonstration today.
