Post by account_disabled on Mar 7, 2024 5:09:06 GMT -5
Content personalization has long been a fundamental pillar in B2C marketing, used to increase revenue and maintain loyal customers, but in the B2B world it is still difficult to implement such a well-defined strategy. Why? Businesses still struggle to meaningfully combine data and technology, thus missing out on great opportunities that could arise from digital marketing. Most marketers know that the best way to generate leads is to appeal to buyers in a direct, engaging and relevant way, but in B2B you are not selling to consumers who base their purchase on impulse, but rather to captive buyers. by complex priorities and obligations that require careful analysis.
Why personalize B2B content On these premises, one might therefore Germany Phone Number wonder whether the personalization of content is so necessary in B2B. The experts' answer is a resounding yes. Data on B2B Buyers The Accenture company, a world leader in digital professional services, conducted research on the importance of digital channels for B2B sales. It emerged that B2B buyers increasingly rely on digital channels to make purchases after careful online research, therefore relying less and less on traditional sales channels. Around 79% of revenues now come from digital and 98% do more than one online search before making a purchase. But an even more important fact that the study highlighted is that B2B marketers are unable to respond incisively to Buyers' expectations precisely with regards to the personalization of content.
The importance of personalized content 54% of buyers interviewed asked: what more should companies offer to attract your interest more? It placed customization in second place (after price and transparency of the product/service) among the factors that influence the purchase. Building relationships even before the sales process begins translates into an increase in quality leads and a greater likelihood of conversion for companies. Companies that personalize their online content have increased sales by 19% (source Marketingprofs), especially because in recent years Buyers have greater control of the purchasing process, increasingly changing the role of the salesperson, consequently a personalized customer experience is becoming a must-have also in B2B. How to use custom content Despite this, most companies underestimate the importance of these preliminary interactions, concentrating personalized content only in the middle area of the funnel rather than at the top, where they actually expect to reach the greatest number of potential customers.
Why personalize B2B content On these premises, one might therefore Germany Phone Number wonder whether the personalization of content is so necessary in B2B. The experts' answer is a resounding yes. Data on B2B Buyers The Accenture company, a world leader in digital professional services, conducted research on the importance of digital channels for B2B sales. It emerged that B2B buyers increasingly rely on digital channels to make purchases after careful online research, therefore relying less and less on traditional sales channels. Around 79% of revenues now come from digital and 98% do more than one online search before making a purchase. But an even more important fact that the study highlighted is that B2B marketers are unable to respond incisively to Buyers' expectations precisely with regards to the personalization of content.
The importance of personalized content 54% of buyers interviewed asked: what more should companies offer to attract your interest more? It placed customization in second place (after price and transparency of the product/service) among the factors that influence the purchase. Building relationships even before the sales process begins translates into an increase in quality leads and a greater likelihood of conversion for companies. Companies that personalize their online content have increased sales by 19% (source Marketingprofs), especially because in recent years Buyers have greater control of the purchasing process, increasingly changing the role of the salesperson, consequently a personalized customer experience is becoming a must-have also in B2B. How to use custom content Despite this, most companies underestimate the importance of these preliminary interactions, concentrating personalized content only in the middle area of the funnel rather than at the top, where they actually expect to reach the greatest number of potential customers.