Using personalization to support the B2B buyer journey
The B2B buyer journey isn’t exactly straight-forward. Businesses are fast-paced environments that experience change all the time. Budgets, people, visions and goals can change at the drop of a hat — not to mention that there’s often more than one decision-maker, and various team members entering the buyer journey at different stages. Gartner found that 75% of B2B buyers agreed or strongly agreed that their purchase process included people from a wide variety of roles, teams and locations. And, according to eMarketer, as many as 50% of B2B organizations said mastering the omnichannel experience is a leading priority.
So, getting every step of the journey right matters. To provide the ultimate customer experience and support each and every step of the B2B buyer journey — personalization is key. Let’s explore what the B2B buyer journey might look like, and how a personalized approach can transform your results.
The B2B buyer journey explained
So, why exactly is the B2B buyer journey so complicated? To start with, a lot of the products and services that B2B organizations offer aren’t the kind of things you buy impulsively. Think about your own business. From innovative software solutions to office furniture, whatever you’re looking to buy for your business will likely require some research. Often, B2B products are larger investments, subscriptions, or commitments. This means that research, hesitation and discussion is inevitable. According to Business2Community, 77% of buyers are conducting more detailed ROI analysis and 75% are using more information sources for research and evaluation. Not to mention the growing demand for high-quality customer experience — in fact, PwC found that 86% of buyers are willing to pay more for great customer experience. With niche markets, lots of competition and restricted budgets, it’s pivotal for your business to stand out from the crowd. That’s where personalization comes in.
Consumer vs B2B personalization
Personalization is everywhere, and it’s powerful. Consider your own experience as a consumer and you’ll soon realise that every brand is doing it. Amazon. Netflix. Spotify. Using hordes of high-quality data and behavioral insight, these leading big-name brands offer the ultimate in personalized experience. From their highly-tailored marketing messages and the content you see on their websites to the products they recommend to you, B2C organizations are getting it right. It’s important to remember that consumer brands reap the rewards of being able to market to individuals rather than organizations or sectors. This gives them a little more to work with. And, the B2C buyer journey tends to be less complicated, much shorter and includes fewer people. But, that doesn’t mean you should be put off weaving personalization throughout your wider B2B marketing approach.
Why B2B buyers want personalized user experience
According to KoMarketing, the leading reason business buyers have limited engagement with B2B vendors is because marketers are sending them too much irrelevant content. And, Business2Community found that 81% of consumers want brands to get to know them, understanding when to approach them and when they shouldn’t. From their inboxes and their social media feeds, to the phone calls they receive and adverts they see — B2B buyers are overwhelmed with information all day, everyday. So, when it comes to conducting their own research, they want to see something eye-catching, relevant and engaging. And, what stands out more than content that has been designed with them in mind? The more relevant their experience — and the marketing material they receive — the better.
Personalization software for lead nurture
If buyer journeys are getting longer, then your marketing team will have to spend more time working to move the potential buyers through your pipeline. In fact, a study by Ascend2 found that more than half of businesses say their leads take a long time to convert. Nurturing leads is crucial — and to do that effectively, you’ll need to send regular, tailored communications to stay at the forefront of their minds. Software for personalization transforms the lead nurturing process, giving B2B marketers the power to personalize everything they create and send. The best personalisation software will provide you with the best data, automate processes altogether, and send content to the right people at the right time. But remember, your whole customer journey needs to be seamless — and that means mastering omnichannel personalization. From initial PPC ads right the way through to your business website, personalization needs to be consistent, uninterrupted and valuable.
Webeo is a leading B2B site personalization software that takes your business website to the next level. The tool works by transforming static, one-size-fits-all websites into engaging, bespoke online experiences. Webeo tailors your B2B website in real-time based on the visitor that lands. This way, users can create the perfect site for every visitor, every time and transform their customer experience for the better. And, they can see improved marketing measurables, too — from conversion-rate and time spent on their site to page views and bounce-rate. Discover the power of website personalization and book your Webeo demonstration today.