This article was based on the interview with Tiffany Grinstead of Nationwide Insurance] by Greg Kihlström, AI and Marketing keynote speaker for the B2B Agility with Greg Kihlström podcast.
Listen to the original episode here:
Personalization in B2B marketing is a powerful tool that can help businesses connect with their target audience on a deeper level. It involves tailoring marketing strategies and messages to individual customers or target audiences, based on their unique preferences, interests, and behaviors. This approach allows B2B brands to create more engaging and inspiring stories that resonate with their audience and drive them to take action.
One aspect of personalization in B2B marketing is understanding the personal details of customers, such as their name. While this may seem like a small detail, it can make a significant impact on the customer’s experience and perception of the brand. Additionally, personalization can extend to more complex factors, such as a clear understanding of what the customer is interested in and the amount of time they spend on the brand’s website. By gathering and analyzing this data, B2B brands can serve up the next level of content that is most relevant to the customer’s needs and interests.
Another aspect of personalization in B2B marketing is leveraging data to identify patterns and trends that can inform marketing strategies. For example, if a customer completes a specific training, the brand can use this information to serve them with targeted messages that are more likely to result in a sale. By understanding the behaviors and preferences of their customers, B2B brands can optimize their marketing efforts and increase their chances of success.
It is important to note that personalization in the B2B space may differ from the B2C space. While B2C personalization often focuses on the individual as a person, B2B personalization can also encompass the needs and interests of the business as a whole. This means that personalization in B2B marketing can involve understanding the goals and objectives of the customer’s business and tailoring marketing strategies to align with those goals.
However, implementing personalization in B2B marketing is not without its challenges. One common challenge is the integration of marketing and sales teams. In many cases, marketing teams rely on sales teams to input the right information into the customer relationship management (CRM) system. However, there may be instances where information is missing or not prioritized correctly, leading to gaps in data and hindering the effectiveness of personalization efforts.
To address this challenge, it is essential for marketing and sales teams to work closely together and establish a strong partnership. This involves aligning goals and objectives, testing and learning, and piloting strategies to prove the value of marketing beyond being a mere brochure shop. By fostering collaboration and communication between marketing and sales teams, B2B brands can ensure that they have access to the necessary data and insights to drive successful personalization efforts.
Personalization plays a crucial role in driving success in B2B marketing. By tailoring marketing strategies and messages to individual customers or target audiences, B2B brands can create more engaging and inspiring stories that resonate with their audience and drive them to take action. However, implementing personalization requires robust data infrastructure, collaboration among team members, and ongoing monitoring and optimization. With the right strategies and tools in place, B2B brands can leverage personalization to stand out and thrive in a competitive marketplace.
