The B2B challenge
The real challenge for businesses is how to generate increased sales through personalised marketing, and this extends beyond starting emails with “Hi ‘first name’” to actually create meaningful engagement with the target customer. Personalisation needs to provide added value, and help to engage and assist the consumer in the decision making process. Within B2B marketing, personalisation needs to correspond with the way that you have segmented your audience; more often than not by location, company size or job title. Think targeted ad’s and dynamic website content, as well as personalised content within the campaign like testimonials and reviews that are 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 to the specific person you are targeting, so think about using these simultaneously.
Marketing trial, error and research has shown for years that the use of a customers’ name hugely increases the attention towards your campaign, the click through rate and the chances of a conversion. The aim in marketing is to target and utilise a person’s identity to create a connection to your brand, and 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 is something that should not be neglected, but also not relied upon as the sole method of personalisation.
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. 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 at the least, but might also cause annoyance or even damage to your brand. Ensure that any personalised marketing is relevant to them, by thoroughly planning a specification of the customers you wish to target in your marketing campaign.
Not using personalisation loses customers
Not only is it beneficial for campaigns to be targeted and then personalised, it is likely to lose you customers when a campaign is impersonal. In this day and age customers are used to any marketing that is presented to them being relevant and personalised, and 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 it is likely they 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 of proper segmentation and targeting are followed too. It is also essential that your database allows any personalised marketing techniques to thrive, by ensuring all details are correct, accurate and completely up to date.