Personalized B2B Marketing
Personalized B2B marketing is a marketing technique that emphasizes connecting and building relationships with clients who make or influence buying decisions for their business. It involves acquiring and analyzing information to understand customers better, identifying their needs, and building a lasting relationship.
Generic, impersonal ads flood both the online and offline spaces, which may be able to attract buyers in a consumer environment. But it’s different in a B2B setting, as businesses are run by people who make decisions—individuals with complex company roles, priorities, and responsibilities. They inquire, ask questions, suggest, recommend, and make choices for their business. The buying process for a business, particularly in information technology, can take many months, so leads must be nurtured for some time to ensure a sale.
According to a Salesforce survey conducted in 2018, 81% of business buyers give equal importance to the experience a company provides and to its products and services. It means that a B2B company that offers products or services for a business needs to personalize engagement with clients to turn leads into deals.
Targeting influential clients
Personalized B2B marketing targets high-level decision makers, communicates with them in a personal way, and tailors product offers to fit their business needs. It uses multiple communication channels to convey a relevant message and the right products or services. A B2B company can reach out and engage high-intent clients through quality website content, personalized email, social media or messaging apps, and telephone. It can involve tracking users across websites through cookies, IP addresses, and other identifiers, often as part of an account-based marketing program.
Personalization and analytics
Personalization involves knowing your clients, identifying their needs, creating content or messages to address those needs, and delivering the right solutions. Doing this requires a 360-degree view of your clientele: business location, contact person and position in the company, specific company needs, type of business and industry, and company size.
A thorough understanding of your market enables you to segment the audience for a more personalized, targeted marketing message. But micro-targeting customers with a message tailored to their needs and wants can be tricky. A sophisticated data analytics tool can help by collecting and processing information to reveal customer preferences and behavioral patterns.
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