Today’s customer journeys, as we know, are fully internet-based. Customers have indeed come to a point where they can expect highly personalized experiences that are tailored to meet their specific needs. Even in the B2B space, most businesses are inclining towards this trend. They want to be approached with the right solutions or services, at the right time (when they need them the most). This indeed corroborates the predictions put forth by Gartner in 2015. The research giant stated that - by 2018, companies that have fully invested in all types of personalization will outsell the companies that have not by 20 percent.

From a B2B standpoint, personalization will not only help businesses acquire targeted customers, but will also help build a relationship with the existing ones. It plays a dominating role in today’s marketing landscape. To shed some light on this, let’s focus on an ideal scenario for instance. Your company’s website content portrays your business story and the solutions/services you offer to your customers. But what attracts and makes a prospect stay on your website? Talking about emails, why would a prospect want to open your company’s email? What would make them click your free trial button? The answer is - personalization. The hard fact is - prospects are most likely to put their personal information on your website only if they find a connection with your company.

So what exactly is personalization in B2B marketing?

Simply put, it is a process of tailoring content – emails, blogs, website, social posts – with respect to the customers’ demographics, browsing habits or preferences. It drives the company’s sales and helps you learn more about your target market, and the increasing customer base. Further, it can be leveraged by numerous forms of businesses—from SMBs to large organizations. If done wisely and appropriately, they can make a headway in sales acquisition, and also retain their lost customers.

Now that you are well aware of the significance of personalization, let’s talk about its various types.

Personalization of Website/Blog Content

As mentioned earlier, a company’s website holds the key to attract target audience in just a matter of time. Making the website user-friendly and personalized hold utmost importance. However, it is nearly impossible to personalize all elements for every customer; especially when you don’t have enough information on your visitors, or when you are dealing with first-timers. With minor additions – like improving the readability, user interface, adding transparency into your services/solutions’ pricing – can attract and simplify a visitor’s journey. In fact, applying personalization can significantly help you better organize your content and direct your prospects to the information they actually want to see.

At the end of the day, if you manage to deliver a smooth user experience, it will guide users through the process of making important sales decisions.

Personalization of Emails

As we already know, email has always been the easiest way to connect with the valuable prospects. Personalization becomes a crucial factor in this. Emails can now be personalized by using the prospect’s name, data on the account and search history or almost anything that your CRM can churn out. Unlike websites/blogs, however, the wording used in emails is very crucial when communicating with the prospects. The key is to remind them about your previous interaction with them – on call or by any other means – or a recent website visit and extend the chain of emails to keep them engrossed.

Personalized emails can also help in lead nurturing campaigns. Once you know what your prospects or target audience are searching for, shoot them a mail right away. This may also help you regain lost customers.

The marketing landscape is constantly changing, ushering new strategies that solely focus on expanding the customer base. However, the best strategy can only be applied when a company fully understands and stays abreast of it’s customers’ changing needs. It’s a basic rule that – if followed correctly – can take the prospects to the next level.

Originally published , updated March 15 2018