I adore Orange is the New Black, but I never would have found my absolute favorite show (its Australian counterpart) Wentworth, without Netflix’s amazing hyper-personalization feature. Streaming services such as Netflix and Amazon Prime Video gauge what you’re currently binge-watching, then make recommendations based on your preferences. This type of personalization, which helped me discover shows like Shameless and Stranger Things, is something we’ve come to expect from modern-day tools and tech.
Just like how Netflix’s magical mystery algorithm predicts all your future favorite shows, the tools and tech that personalize in B2B marketing allow you to cater content and messaging to meet your prospects where they’re at in the buyer’s journey. This type of personalization improves the overall customer experience, and ultimately helps you accelerate sales and boost revenue.
An authentically personalized B2B experience delivers several benefits, such as:
- Improved customer experience
- Increased brand loyalty
- Driving more revenue
- More consistency across channels
With tools and tech that enable a personalized approach (think marketing automation, intent data, and AI-powered analytics) you can consistently deliver the right message, to the right person, at the right time. This is the holy grail of marketing, old and new.
Show me the data!
According to a recent Forbes article, 41% of U.S. customers stopped using a company throughout the last year due to ineffective technology personalization.
On the flip side, 43% of these customers are more likely to buy from a company that effectively integrates these personalization tools into their technology.
Most impressively, a Monetate Research study (via Retail Dive) found that 93% of businesses with advanced personalization strategies saw their revenues rise in 2018.
You know you need to provide a more personalized experience for every prospect. But what mix of marketing technologies is right for your company? How do you get from A to D without jumping over B and taking a loop around C?
According to recent research from Ascend2, tools like marketing automation, email, and CRMs are the most effective marketing tools. But what technology is going to be the game-changer in your quest for hyper-personalization?
Here’s a quick introduction to the top 5 tools we use at Televerde to enable personalization at scale:
1. Marketing Automation
Let’s say the stakeholders at one of your target accounts have been scouring the internet for answers to what’s keeping them up at night. They’ve stumbled upon your website and they’ve been clicking everything related to (insert your solution here).
What if you could send them resources specifically tailored to help them with their pending project? That provide value to them, in real time? And what if this was all automated?
Here’s where dreams become reality. A triggered email that goes out via your marketing automation platform might look something like this:
Hi (First Name),
I noticed you attended our recent webinar on (insert topic) and wanted to make sure you didn’t miss our upcoming (insert topic podcast) featuring (podcast host)!
I’m also including some resources to help (company name) on your (insert topic) journey.
(a few links to relevant content)
Don’t hesitate to reach out if you have any questions! All replies go directly to me.
What this really looks like:
2. Intent Data
Say those same stakeholders from the last section didn’t happen to stumble upon your website on their search for remedies to ease their pains.
Fortunately, there is a way to (proverbially) reach through the screen and grab ‘em before competitors even know they’re interested!
Research shows that before making a purchase, 89% of buyers do online research to support a decision. As potential buyers begin to research a new solution, their ‘digital footprint’ around the topic will grow as visits to websites and related activities accumulate.
Intent data can give you valuable insights into the market so you know who is currently combing through search results looking for solutions like yours.
Third-party intent data solutions integrate with your CRM for game-changing insights and lead scoring that will allow you to reach out in real-time with relevant messaging.
I could literally ramble on about intent data for days, so to save us both some time, check out our new eBook, Unlocking the Power of Intent Data and find out everything you need to know.
3. Artificial Intelligence
Personalizing marketing messages are about identifying who the prospect is, what message will resonate with that person, when it should be presented, and which channel should be used. It’s no secret that orchestrating all of these elements demands lots of input.
AI will automate those elements of marketing personalization; speeding decision-making and helping you act faster on the data that’s available.
Today’s enterprise-grade marketing platforms allow you to automate outreach, depending on persona, funnel stage, account actions, and many other triggers. When AI is fully infused into marketing automation tools, those tools will optimize for each of these factors in real time, constantly testing and iterating to maximize conversion rates.
All you need to do is define the touchpoints involved in the purchase path and the parameters that describe the target customer; AI will then take over to define what kinds of personalization works best for different segments, and then completely automate outreach. It should be noted that you’ll need quiet a bit of content for these efforts, so you may want to check out our post on content repurposing to get up to speed.
4. Ad Retargeting
If you’ve ever wondered how the ads on your social media feed or Google search pages just happen to know exactly what you’re in the market for, thank ad retargeting.
The hard, unforgiving truth is that the vast majority of people who visit your website won’t convert. Most of your list will either unsubscribe or become unresponsive. And a huge portion of your former customers won’t give your company a second thought.
But these once-promising, and now ice-cold leads may be worth a second glance. Ad retargeting can help warm them up and get ‘em back in the funnel where they belong.
It’s an effective strategy because it focuses ads on prospective customers who have already demonstrated interest in your brand by visiting your website. According to CMO.com, “website visitors who have been retargeted are 70 percent more likely to convert.”
Just remember: retargeting efforts need to be specific and hyper-focused if you want to drive conversions.
5. Personalized website experience
It goes without saying that when it comes to generating demand and converting site visitors into buyers, B2B is a difficult market to please. It’s a little more complex than using a picture of Taylor Swift (or the latest YouTube star) posing with your product to sell it to trendy teenagers.
You’re targeting small to large enterprises with grumpy stakeholders to please and lofty revenue goals to meet. Offering a personalized experience to such visitors allows you to build a strong personal relationship with them before they enter your sales process. It also gives you an opportunity to keep them engaged for many years to come, as they will look to you for answers to their problems.
Website personalization is the art of offering a one-on-one, tailor made experience for each of your online visitors.
In B2B marketing, content serves as the backbone to your demand gen programs. And, after investing a lot of time in creating high-end content pieces, you’ll want to make sure the right segment of your audience sees them. Otherwise, it’s a gigantic waste of time, money, and effort.
In more ways than one, it pays to customize their experience based on their purchase history, their geography, or behavior in a manner that serves multiple business purposes – higher customer satisfaction, longer visit duration, boosted site visits, lower bounce rate, better conversions, and an improved brand reputation.
A final thought
I trust Netflix’s suggestions because I know they are catered to my preferences. No matter the vertical or type of company you work for, you can use technology to provide the same personal experience – catering to prospects needs and pain points.
These technologies will not be a replacement, but an enhancement to what marketers have been doing for decades – relationship marketing. Using these new tools and technology, you are able to scale up and generate more revenue by providing a genuine, personalized experience.
Eager for more marketing technology insights and expertise? Subscribe now to up your demand gen game!