With 2020 underway, it’s time to meet head-on some of the B2B marketing expectations that are anticipated to take shape in the new year. One such prediction forecasts that 72% of B2B customers expect companies in 2020 to accurately anticipate their needs and make applicable suggestions before even their first point of contact. In other words, B2B buyers have come to expect a more personalized experience as the rule instead of the exception.
Unfortunately, B2B companies are underwhelmingly meeting these expectations thus far. Only 27% of B2B customers believe that companies are excelling at meeting their standards for a more personalized experience. So how Finland Email List does a company “excel” at personalization? To help meet surmounting personalization needs, we’ll review three key strategies for how your marketing team can achieve such an experience that will ultimately help motivate your target audience to engage with your company and become dedicated customers.
Steps for More Effective Personalization
The only way to ensure that your customers are receiving a genuinely authentic experience before the first point of contact is to complete thorough research and accurately identify your audience. It’s fine if the audience segments you build initially are less specific and more general, just as long as you understand a few defining features of your audience that will CRYP Email List help you communicate in a personalized and knowledgeable fashion right out the gate. Using analytics tools such as Hootsuite for social media or Google Analytics for website traffic, you can gather information on where your target audience is primarily located, what devices they use, what they’re most interested in on your site and how they’re getting to your site. As you continue your communication with this initial customer base and foster a better understanding of them, you’ll be able to create a database that’s thorough and accurate.
1. Get to know your audience
That being said, be sure that the research and data collection continues even after your preliminary personalization. Continue to use the data and analytics collected from your personalization efforts to build on your understanding of what really does or doesn’t work for your specific audience. Maybe when you first began collecting audience data you noticed that ads were bringing in a noticeable amount of traffic. If this continues to be a strong lead generation source for you, personalized ads may be an opportunity to experiment and optimize going forward. Ultimately, the initial research is exactly that—initial. The real success and growth will come from your continued personalization efforts.