The Secret to Successful B2B Personalization
Personalized marketing is the new normal. In fact, this is so much the case that companies now expect B2B marketing campaigns to be personalized to them, their pain points, and their interests.
A recent study by Forrester Research found that 85% of marketers have at least some level of basic personalization in place, which only solidifies the importance of adopting personalization in B2B marketing campaigns. There are many ways to cater campaigns to a specific audience, but there is only one constant in successful B2B personalization: good data.
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The old adage “content is king” has shifted to “data is king,” and the best personalization comes from a deep understanding of the end user. Adding a name into a subject line is not innovative nor is it very effective if the rest of the campaign is too generic. This is where data analysis and scrubbing comes into play, which is really a 3-step process:
- Data capture
- Data scrubbing
- Data segmentation
Once this process is complete and the data is segmented, you can develop a plan to effectively market to each list. This can be as simple as targeting certain industry segments or creating campaigns based on company size. It can also be more complex, such as combinations of data segments or pairing granular, behavioral data with demographic insights.
Complex segmentation = more effective campaigns
With that in mind, here are 3 types of data that can make your next personalized B2B marketing campaign really impactful.
Knowing whether your targets are highly technical, male or female, millennials or baby boomers, or even if they are located in certain parts of the country can change the tone, design, and calls to action of your next marketing campaign completely.
Breaking your lists into these dynamic micro-segments will make prospects feel special and increase the likelihood of campaign conversions.
Browsing patterns say a lot about an individual. They provide a special kind of behavioral insight — intent marketing — that not many other activities can.
Understanding the interests of prospects at target accounts through monitoring the web pages they visit, the content they download and how they interact on social platforms is a powerful new capability that provides insights not only into what individuals at target accounts are interested in, but also when they are interested.
Timing is critical when using this type of data in personalized B2B campaigns. Reaching prospects when they are actively thinking about related content can make the difference between a sale or not. Your goal should always be to stay top of mind, engaging when it matters most.
This type of data is extremely actionable. When companies purchase complementary products or services, or even make a purchase through your organization, you have a unique opportunity to sell related items them.
Think of it as an impulse purchase in the short term and an intelligent upsell in the longer term. Either way, it’s a sale you may not have closed without this data in hand.
How can I use this secret to grow my business?
Try combining smart segmentation with custom trigger emails to catch prospects at different times throughout their buyer journey. Then, vary your calls to action to appeal to different personalities.