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How to Use Personalization in B2B Digital Marketing (Without Fancy Tools or Deep Pockets)

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How to Use Personalization in B2B Digital Marketing (Without Fancy Tools or Deep Pockets)

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Benefits of B2B Content Personalization:

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First of all, let’s start by defining what B2B is. Therefore, business to business, that is, from business to business, refers to the sale of products and services between companies.
Thus, the target audience is not individuals or families as in B2C, but rather managers and decision-makers within the companies we want to reach.
In this context, the logic of action must be based on logic and rationality, with a special focus on financial gains, as well as time savings and better resource management.
For example, if your company sells software, you will have to prove to your potential customers how this product will guarantee the company to save time and money.
Also note that in B2B Marketing, the sales cycle is much longer than in B2C, as the target audience has other requirements.
Thus, if managers have more money to invest, it is also true that they look for more evidence before making the right purchase.
B2B Sales cycle

Content Personalization: The Key to the Future of B2B Marketing

Anyone who thinks that content personalization only involves addressing customers by name is wrong. Effective personalization means understanding who your prospects are and providing the content needed to create a two-way relationship.
The current challenge for sales teams and marketers at B2B companies is to offer personalized experiences tailored to their needs. It is precisely this ability to run this type of campaign that will enable an increase in customer conversion rates.
How to apply this in practice and get expressive results?
That’s what you’ll learn in this article – so read on to find out more.

1- Importance of Content Personalization in the Current Scenario

In an age where hyper-connectivity is essential, businesses need to find ways to engage and deliver an experience that resonates with customers.
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The challenge for marketers is twofold:

     • First: the content alone is not enough, it must stand out for its relevance;
     • Second: the content must be fully applicable to the client’s pain points.
Content personalization is the key to successful marketing today. Why? Because B2B customers want detailed search results and don’t want to waste time. In fact, it matters so much that 87% of consumers said personalized content affects their opinion of a specific brand.
Personalization allows your business to show potential customers that you have the solutions. The more your organization learns about a prospect, the easier it will be to communicate with them and eventually turn them into loyal customers.

2- Benefits of B2B Content Customization

Personalization offers a number of strategic advantages for your integrated digital marketing plan – check them out below:

2.1 Convenience

Data is the backbone of business operations, but extracting information from potential and existing customers can be a complex process.
With personalization, existing information can already be filled into a form, not only making it easier for the customer, but also making them feel that your company pays attention to their needs.

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2.2 Creative Video Content

Any successful sales and marketing campaign depends on delivery. But companies typically focus on text content like blogs, newsletters and emails – forgetting about videos.
With content personalization, businesses can repurpose existing content and make it easily digestible for website visitors through videos.

This can include features like:

     • Include the potential customer’s name;
     • Using the right keywords to be more visible;
     • Generate more attention for your introduction.
Betting on video as a strategy can positively affect your ROI – keep that in mind when drawing up your digital marketing budget for the coming year.

2.3 From Email Content to Engagement

Emails are one of the most used marketing strategies, but they are basically cold calls.
Messages that do not reflect a true understanding of customer needs are invaluable to a business and are less likely to elicit a response.
Personalization leads to email engagement when dynamic content is used to speak to customers on a more personal level.

2.4 Strong Customer Relationship

Today’s customers want to engage with personalized B2B marketing, and your business must deliver exactly to their expectations.
As long as a customer continues to receive responsive customer service, they become loyal – which leads to long-term business partnerships. Being able to provide customers with relevant products and services shows that your business is paying attention and cares about their results and growth.

2.5 Site Engagement

Your company doesn’t have time to spend your time: if it doesn’t make a strong first impression, it’s likely that it has lost the chance to attract that lead.
Your website is your chance to make your best impression, and it’s essential that the content you present is exactly what potential customers need. Personalization through detailed and accurate customer personas allows them to navigate your site and choose from the options most relevant to them.
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3- Content Personalization Isn't A Trend: It's A Necessity

More than 70% of B2B customers expect a personalized experience these days. Because of this, your business needs to establish a relationship early on in your lead connection to be relevant.
Content personalization and digital marketing go hand in hand: content is not just an extra benefit for leads, but the connective tissue of a successful digital marketing campaign.

4- What are the main practices for personalization?

We can divide personalization into three basic stages, each with some specific practices, until the ideal level is reached to bring a differentiated experience to the B2B customer. Are they:

4.1 Basic Customization

It is the first point at which the company is starting its experiments in B2B personalization for its customers. It’s the state most companies are in today.

Among the practices are:

     • Distribution of personalized content according to the region where the customer is located;
     • Collection of customer data through forms to create more personalized experiences;
     • Sending emails using customer information, such as name.

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4.2 Medium Customization

At this point, the company has matured its experience personalization initiatives and the marketing team already has more refined techniques.

Some actions are:

     • Automated marketing, with personalized content, based on previous visits made by the customer to the company’s website;
     • Recommended content, based on interests, to get more attention;
     • Information relevant to various audiences within the client’s company, such as directors, managers, employees, etc.

4.3 Advanced Customization

This is the main point we are trying to get to, where personalization is really achieved as a whole by the B2B marketing team. It’s much more than just sending an email with the customer’s name, it’s creating a totally different experience.

That includes:

     • Fully personalized content for each contact;
     • Know all stakeholders;
     • Creation of exclusive presentations and demonstrations;
     • Special invitations;
     • Personalized discount offers.

5- Personalization Technology

As we have already said, Marketing professionals have several technologies at their disposal that allow them to (1) segment the target audience and (2) personalize communication.
According to a study, most use email marketing tools (67%) and A/B testing (67%) to personalize their campaigns. In addition, 41% do web analytics, 38% develop automatic email flows and 30% have platforms to manage the collected data.

6- What Data Are Relevant for Marketing Personalization?

The more advanced the technology, the greater our ability to collect and leverage data. For a successful personalization strategy, B2B marketers can analyze which website pages the lead is interacting with or which content has been downloaded, for example.
These insights allow you to understand, in real time, what stage of the journey the potential customer is in. Then, your communication “only” has to be relevant for that moment.
In the case of gated content (that is, the lead needs to provide some data to be able to download certain content), they can also take advantage of this opportunity.
You can ask a few quick questions to segment according to the industry you work in, company size or job title.

Whatever your strategy for segmenting, make sure the segment is:

     • Identifiable: Can identify you by your interactions and act accordingly.
     • Valuable: it is a segment of strategic importance (they are qualified leads), which justifies the investment in targeted communication.
     • You can benefit from specific experience: there is an unequivocal advantage in creating different messages or treatments.
For example, it might be advantageous to have a different communication for sales managers, CEO, finance or marketers.

7- In Which Channels Is It Worth Customizing Marketing?

A study of 326 Marketing professionals from Salesforce’s Evergage showed that the majority of respondents use personalization in their email campaigns (78%). More than half use personalization on their website (56%) while just a third of marketers do so for online advertising (33%).
The ideal, according to an Integrated Marketing strategy, is to try to personalize all channels. This creates as seamless a shopping experience as possible, without the customer having to switch from a highly personalized message to a generalist one.
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8- The Challenges of Marketing Personalization

8.1 Ignorance of Your Buyer Personas

Beyond the tools and the technical side of Marketing automation, you need to know your buyer personas well. If you are going to customize communication for different segments, you need to know these personas, the moment your sector is going through, the difficulties they experience on a day-to-day basis, what they are looking for and how your product or service fits into this panorama.
Without this know-how, it is impossible to build personalized and persuasive Marketing campaigns capable of involving the consumer.

8.2 Lack of Resources

While this data demonstrates that marketers recognize the power of personalization, making it a reality is a challenge. We dare to say that, after defining the buyer persona, the two main obstacles to implementing personalization are the lack of resources: human and financial.
As the contact base and number of communication channels increase, personalization becomes more difficult and complex. Yet marketing teams continue to devote significant time and money to finding the perfect personalization for their leads.
Undoubtedly, automation tools are a great help in nurturing a segmented dialogue. Whether it’s automating email flows through the CRM, automating chat on social networks or on the website, it always manages to offer some customization without human intervention.

9- What Are the Results of a Successful Personalized Marketing Strategy?

Most marketers agree that leads expect personalized experiences. But what return can you expect when you meet these expectations?
Let’s take the case of Bottomline, a payment platform with over 10,000 customers. The Marketing team realized that website visitors were having problems finding what they were looking for and ended up leaving the page.
That’s when the company decided to use a chatbot. The chatbot identified visitor intent, recommended relevant next steps, and provided answers to sales questions. The result, according to the case study, was significantly higher conversion rates. In total, it generated an additional $4.3 million in sales in 18 months.

10- Comparison: B2B x B2C x B2B2C x D2C

BPM comparison B2B x B2C x B2B2C x D2C

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FAQ – Frequently Asked Questions About B2B Marketing Personalization

1. What is B2B marketing?

B2B Marketing is the dissemination strategy aimed at companies that sell to other companies. As the purchasing process, in these cases, is guided by rationality, disclosure must be made in such a way as to create a relationship of complete trust with the customer.

2. How to do B2B marketing?

There are several strategies that can leverage B2B companies, including: lead generation, sales funnel definition, Account-Based Marketing (ABM), SPIN Selling, CRM, professional website, blog, content marketing, branding, videos and podcasts, email marketing, SEO, social networks, Google Ads, customer.

3. What is the focus of a B2B company?

In practice, B2B is when two companies trade with each other. A company that offers Digital Marketing services for other companies to use in their market strategies, for example, works with a focus on B2B sales.

4. How to do personalized marketing?

In order to carry out personalized marketing that generates positive results for the company, it is necessary to adjust it to your target audience and your industry. This type of marketing should not leave consumers with the feeling that they are being watched, as is often the case.
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Conclusion

Is B2B Marketing Personalization Worth It?
As we’ve seen throughout the article, Marketing personalization is not “optional” – it’s a requirement to provide a good experience and successfully close deals.
In the specific case of the B2B segment, it is essential to develop partnerships, lasting relationships (what company likes to keep changing suppliers?) and transmitting trust.
And none of that can be achieved with generalist communication! So, if you ask us if B2B Marketing customization is worth it, our answer is a resounding yes.
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