The key to boosting ROI in B2B marketing is relevance – Econsultancy

Consumer marketers have been leading the way in personalised marketing for years. Big-name brands like Amazon, Netflix and Pandora offer entirely bespoke experiences to their customers, make use of behavioural data to make relevant product recommendations and provide a customer-focused approach through the power of personalisation.

Download The complete guide to B2B website personalisation here

But, it’s no longer just the B2C marketers that should embrace personalised marketing. In fact, a 2017 Accenture study found that 73% of B2B buyers say they expect a personalised, B2C-like experience from all websites. And, Monetate and Econsultancy research from 2013 found that marketers see an average increase of 20% in sales through personalised experiences. 

So, for B2B marketers looking to skyrocket their results, stand out in a crowded market and impress potential buyers — weaving personalisation throughout your strategy is a must.

Here are four key reasons to embrace a personalised approach.

1. Relevance

Seventy five percent of marketers improve their engagement through content marketing, according to 2017 research by the CMI; but for the most impact, the content you create and distribute needs to be relevant to each recipient.

Seventy percent of millennials don’t like it when brands send irrelevant marketing emails — preferring personalised content over blast communications. So, an impersonal approach could end up costing you customers in the long run.

Using personalisation software, B2B marketers can quickly adopt a mass personalisation approach, send content that’s relevant to key industries, locations and firmographics, or even reach out to specific businesses as markets-of-one.

2. Uplift in Revenue

Mass marketing may cast the net far and wide, increasing the number of leads, opportunities and visitors that land on your website — but how likely are they to become customers? By targeting ideal buyers and personalising the experience for every website visitor, you dramatically improve your chances of seeing conversions, getting enquiries and acquiring loyal new customers.

As many as 74% of consumers report being frustrated by impersonal website experiences. With a personalised on-site experience in place, potential customers will be likely to spend more time exploring your site, engaging with content, and developing a connection with your brand.

3. Improve your marketing ROI

 The more relevant your content, website and the experience your brand provides, the better chance you have of seeing a return from your marketing efforts. As a consumer, what do you find more engaging? Is it the generic email blast, irrelevant product recommendations and inconsistent buyer journey? Or, is it the bespoke content that’s been tailored to your interests, highly accurate recommendations, and exceptional customer service?

Marketers spend their time, budget, resources and creative energy executing campaigns — and injecting personalisation throughout will take them up a notch and guarantee enhanced results. This could be through customer acquisition, engagement, enhanced customer loyalty, or more upselling and cross-selling opportunities from existing customers.

 4. Streamline your entire customer journey

The B2B buyer journey is far from simple. And, as more of them take place entirely online, they’ll only grow more complicated.  A personalised approach helps businesses support the entire customer journey — from the first time they discover your brand and the initial piece of content they receive, right the way through to making a purchase.

If someone from one of your key sectors visits your website after engaging with personalised content, your site needs to showcase the experience you have in their sector. Prove that you understand their challenges and provide them with content and evidence — without them having to search through the site to find it.