importance of personalisation in b2b marketing

Importance of Personalisation within B2B Marketing

Personalisation within B2B Marketing

In this blog post, we will be talking about the importance of personalisation in B2B marketing emails. Also, personalisation can help you build a better relationship with your clients, leading to future sales or reoccurring customers.

Estimated reading time: 4 minutes



The B2B Marketing Challenge

The real challenge for businesses is how to generate increased sales through personalised marketing. This extends beyond starting emails with “Hi ‘first name’” actually to create meaningful engagement with the target customer. Therefore,  personalisation needs to provide added value. As well as help to engage and assist the consumer in the decision making process. Within B2B marketing, personalisation needs to correspond with how you have segmented your audience; more often than not by location, company size or job title. Think targeted ads and dynamic website content. Furthermore, personalised content within the campaign includes testimonials and reviews from similar-sized companies or other clients within that geographical area. This kind of relatable and relevant information to the business is just as effective. As it is to the specific person, you are targeting. So think about using these simultaneously.

Named Addresses

For years, marketing trial, error, and research have shown that using a customers’ name hugely increases the attention towards your campaign, the click-through rate, and the chances of conversion. This is because marketing aims to target and utilise a person’s identity to connect to your brand. A person’s name is one of the largest and most readily accessible forms of identity that you can utilise. Software in this day and age makes adding a customer’s name to your mass email incredibly simple, so this is something that should not be neglected but also not relied upon as the sole method of personalisation. This can also help you to build a relationship between your business and the recipient.

Personalisation backfires when it’s not relevant.

With the rise in data protection and the upcoming GDPR, personal data is more focal than ever in the minds of individuals and the media. Therefore receiving a marketing email or letter that is addressed to you but is not relevant or useful will result in the customer closing your advert. But might also cause annoyance or even damage to your brand. So ensure that any personalised marketing is relevant to them. Also, thoroughly planning a specification of the customers you wish to target in your marketing campaign.

Not using personalisation loses customers.

Firstly it is beneficial for campaigns to be targeted and then personalised. But it is also likely to lose you, customers when a campaign is impersonal. In this day and age, customers are used to any marketing presented to them being relevant and personalised. So with personalisation being so endemic, a very high rate of ignoring any adverts that are non-tailored should be expected. Even if your campaign is relevant to them, unless you draw in their attention somehow, likely, the reader won’t give it long enough of a chance to realise this.

Personalisation is just as important within business to business marketing. And will enhance any campaign as long as the basic rules are followed. Such as proper segmentation and targeting. Also, your database must allow any personalised marketing techniques to thrive. To ensure all details are correct, accurate and completely up to date.

We hope that these tips can help you build up your relationship with your clients and help you to make sure that they read your emails.

How can we help?

At Business Data Prospects, we can supply you with the most accurate and up to date email data available. We only supply named personal B2B email addresses, which fits in perfectly with the information above. This enables you to personalise your email with accurate contact details and be assured that you will reach them with a working B2B email address. So we are extremely confident in the accuracy of our email addresses that we are the only data provider who accompanies their data with a 100% guarantee. We take pride in our work, and we strive to increase the success of your marketing campaigns. Business Data Prospects are an award-winning marketing agency with international recognition for the supply of email data. Let us help you increase the response from your email marketing campaigns. See our range of email data and find your perfect target audience today.

If you have any questions or want to inquire, please contact us by calling the number above or filling out our contact form to request a callback.

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