As we look ahead to the new year, one trend in B2B marketing that is sure to make a big impact is the increasing focus on personalisation. In today's fast-paced business world, customers expect a high level of personalisation from the brands they interact with, and B2B companies are no exception.
Personalisation is the key to winning customers' hearts. People tend to choose brands that understand them and their needs, and that make them feel valued. In the B2B space, this means going beyond traditional segmentation and targeting strategies to truly understand the individual needs and preferences of each buyer.
One way B2B companies are achieving this level of personalisation is through the use of automation and personalisation in email marketing. With ABM strategies, companies are able to target specific accounts and decision-makers with personalised messages and offers that are tailored to their unique needs. By automating these processes, B2B marketers can effectively scale their personalisation efforts, reaching more customers with greater efficiency and precision.
CHECK OUT OUR B2B MARKETING TRENDS REPORT 2023 FOR MORE INSIGHT INTO THE POWER OF PERSONALISATION
But why does personalisation in B2B matter?
According to recent research, 72% of buyers expect B2B companies to make an effort to personalise their communications. Additionally, 69% of consumers are willing to provide their personal information to receive a tailored experience, and 73% of B2B executives believe that customer expectations for personalisation are higher than ever.
As Vincent DeCastro, President of B2B Marketing, puts it: "To focus on the customer and deliver a personalised experience, you have to harness all aspects of marketing collectively in a unified approach." In other words, it's not just about sending personalised emails or targeting specific accounts - it's about creating a holistic, customer-centric approach that informs all aspects of your marketing strategy.
4 ways B2B marketers are implementing personalisation:
- Content marketing personalisation: By creating targeted content that addresses the unique needs and challenges of your target audience, you can increase engagement and build stronger relationships with potential customers. Use data and insights about your audience to tailor your messaging and offers.
- Email list segmentation: By dividing your email list into smaller groups based on factors such as industry, company size, location, and other characteristics, you can send personalised emails to each group with content and offers that are relevant to their needs.
- Custom landing pages: For specific target audiences or individuals, you can create custom landing pages that are tailored to their interests and preferences. Use data and insights about your audience to inform the content and design of the page.
- Personalised video: Another powerful way to create a more personalised experience is to create custom videos that include the name and other personal details of the recipient, and that address the specific needs and challenges of your target audience. This can help to increase engagement and build stronger relationships with your potential customers.
By using a combination of these techniques and technologies, B2B marketers can effectively deliver personalised, relevant and engaging content that will help them build stronger relationships with their target audiences, ultimately increasing the sales and revenue for their business.
In conclusion, personalisation is a critical aspect of successful B2B marketing, and one that is only going to become more important in the years to come. As B2B buyers become increasingly demanding, companies that can deliver these experiences will be the ones that stand out and win their hearts.
And this is just the first of many trends in our 2023 B2B marketing trends report, be sure to stay tuned for more valuable insights to elevate your business' performance!
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