Due to changes in B2B purchasing behavior, purchasing managers in companies want to find in the online environment, besides relevant campaigns, content that will help them understand what they are buying – from features to benefits and benefits.
In this context, inbound marketing is high on the list of marketing directors’ priorities, and 53% of them say that this way they get better results. By creating valuable content and personalization, B2B marketing specialists can guide the decision of buyers and improve the efficiency of marketing initiatives.
But effective customization goes beyond adding the name of the potential customer to the greeting formula from the opening of the newsletter or email. There are other areas of personalization of marketing interactions that bring benefits in the short, medium and long term, and their systematic approach makes the difference in the efficiency of marketing.
Customize your content
Content customization is a powerful way of differentiating from the competition. As buyers within procurement departments carry out increasing amounts of independent research, the content becomes even more important to help them know about the company’s offer and customer involvement.
Even if, within the company, you do not have the resources to create personalized content for each buyer, you can significantly customize the content experience offered on the various stages of the buying process – from awareness, interest, to comparison of suppliers and products, consideration, etc.
It is important to use the technology to produce the necessary automation that gives a personalized and interactive experience to those interested in learning more about what you offer – whether through chatbots, onboarding sequences or other types of interactive content.
Customize from the beginning
Marketing specialists often associate content customization efforts with actions related to the middle area of the buying funnel or its lower part (decision and action stages), the content being designed to drive a potential customer to the finish line – the request an offer or contact the company.
However, customizing content in the early stages of the funnel, such as how you display blog posts can also improve the performance of your marketing activities. Although you may not be able to customize each blog post, using an AI module that qualifies through 3-4 questions the topic of interest and the type of information relevant to the visitor can make the difference.
Use the freemium model
The word freemium has resulted from a combination of the word “free” and “premium” and has become the dominant business model for startups that develop internet or smartphone applications. Based on this model, users receive basic features at no cost and can access newer or more advanced functionality for a subscription payment.
The “freemium” model, where users are offered a basic version of a “free” service, with the option of switching to a “premium” option, is popular with B2B and SaaS companies because of its efficiency in moving customers down the line. the funnel.
It is much easier for a potential customer to access a trial version or a promotional package to understand the benefits of an online service, and then buy the more advanced version. Of course, for B2B companies with offline products or services, this model is not as relevant or easy to implement, but an online-to-offline conversion mechanism can be created to generate opportunities.
Personalization is essential to the success of a B2B purchase process that is becoming increasingly difficult for buyers. When you interact with potential customers using their names (for example in chatbots), when you talk about their needs, goals, challenges, hesitations, and responsibilities, at the right time, you will see a higher rate of acquisition and loyalty. Companies that customize their online experience, for example, have an average sales growth of 19%.
True B2B customization means doing whatever it takes to understand the priorities of each buyer and to add value to the decision-making process. To do this, precise data, strong technology, good content and a desire to experiment are required. By significantly personalizing online interactions with potential customers, marketing specialists can create a prized shopping experience that will result in higher revenue for the company.