Personalization is something that marketers have been talking about for years; but in many ways, B2B is still keeping up.
2020 was a turning point for many B2B marketers who were forced to abandon old habits. For many people, this means offering more personalized content strategies, according to the changing needs of their audience, and supporting a transition to fully digital account-based marketing plans.
Some made the change better than others.
We knew that inserting “COVID-19” in messages would not work correctly or would not work for a long time, just as adding “Hello, [name]” to the email would not work. Even the good postage with the gifts of the favorite team is out of date.
With personalization, you should look more like a cold-blooded reader and less like a limited stalker.
Here are five tips for a personalized content strategy that will prepare you and your customers for what 2021 means.
- Determine which target groups you want to reach
Don’t assume that you know whom to contact, especially since sales teams are constantly rethinking target accounts based on market dynamics. Sales and marketing must violently agree with who the buyers are, including target accounts and purchasing group roles.
Work with the sales department to list these buyers in order of importance, so since you can’t create personalized content for everyone at the same time, prioritize where you can get the most.
Bonus points: Work with the success of customers and account managers to understand who needs attention in the aftermarket of marketing initiate cross-selling and sales attempts.
- Reread the digital environment and the competition in your buyers’ experiences
Our buyers have changed, and what we thought we knew has changed.
Go back to the data transfer area to collect your data and third parties to reconstruct information about what your buyers are doing: length of the sales cycle, volume and type of interaction, campaign response, website experience, and content consumption behavior.
Create profiles to observe characters and roles, as well as overviews of accounts and broader purchasing groups.
Also, your internal data shows only how buyers are responding to what your company has to offer. If you don’t offer what you want, they’ll find you elsewhere. Then, gain insights into how other companies are investing to reach customers and accounts, including what buyers are looking for (intent) and the content they typically consume. Then, create personalized content that they are likely to respond to.
Bonus points: Find buyers where competitors in your target market are less focused; in this way, you can identify the gaps in which your business can stand out.
- Create customizable content blocks for each purchase phase
While it is impossible to produce all of the changes to a message that most corporate purchasing groups and complex journeys require, it is possible to create a map with general needs, interests, and preferences, and then create messages and resources that suit different groups- target. . Think of it as the 80/20 content rule: the key is to link posts and resources to stages and purchasing needs.
Start by tracking the stages of your buying journey and determining which roles or characters are involved at each stage. Go back to the list of priorities in our first tip and see what actions buyers take and what resources they normally use.
Use the information in our second tip to determine, based on the person, what information your content should include and the best format. Create a content calendar and start building. Don’t forget to divide existing content, especially long-form assets, into components that match the interests of your current buyer – the ideal opportunity for personalized content.
Bonus points: Think of it as a product-driven growth area and look for ways to incorporate customer interest into your content strategy as a different approach to personalization. There is no more reliable and effective way to reach a buyer than to show him how someone like him has achieved results by working with your company.
- Enable messages and sources based on buyer behavior
It is now clear that we are looking at personalization, which is more than an email or a greeting from a website. These things are a nice touch, but they don’t put the game at risk. What really speeds up purchasing decisions is providing the right information at the right time.
Again, the goal is to make your buyers feel like good mind readers, not a limited stalker.
Then, set up digital campaigns that generate real-time reach (e.g., content delivery, display, LinkedIn ads) based on buyer behavior. Research behavior, campaign response, participation in virtual events, and sales interactions show what your buyers have in mind and where they are in the process. Use these tips to present the building blocks of your message and content to customers, where and when they are likely to pay attention and be valuable.
Bonus points: don’t stop with digital campaigns. Give your salespeople tips in the form of account insights and alerts and tracking resources so you never miss an opportunity to help.
- Test, measure, improve, repeat – a proven process for personalized content
Start implementing and testing your customization today. Find out what the effect is when you build content and create triggers. Continue to monitor buyer behavior and update accordingly.
The great advantage of digital marketing is how easy it is to learn and adapt in real-time and how everything is measurable. Digital tactics allow marketers to track each investment and provide transparent performance reports.
- Did you get the answer you want?
- How do digital channels work together and individually to reach their target accounts?
- Which specific paths lead to faster purchase cycles?
Use all of this information to improve your campaigns and demonstrate the value of marketing to your business.
Bonus points: separate tracking for old customers and new accounts. The preferences and journeys of customers you already know may be different from those you do not know.