B2B marketing can have the reputation of being impersonal, especially with the widespread usage of mass email blasts, generic copy and uninspired media usage. In reality, B2B marketing can be as personal as the best B2C marketing. It is important to keep in mind that you are not actually marketing to businesses – you are marketing to people who make purchasing decisions for businesses. Therefore, it is important to appeal to these audience members through the use of personalized marketing tactics with a focus on relationship building in order to improve your B2B marketing results.
Avoid using generic messages in your marketing materials. Instead, focus on appealing to the needs and interests of individuals within your audience. This can be accomplished through several different personalization methods:
Segmentation and Targeted Messaging
In order to closely appeal to your audience members, it is essential to segment the audience into smaller, similar groups. These groups can be separated based on multiple factors such as industry, seniority, geography or area of interest.
Once you have segmented your audience properly, the next step is to develop targeted messages for each segment. This messaging should be based on comprehensive research you have conducted to determine the best language, offers and media to use in order to reach each segment.
Don’t Treat Them Like a Number
When interacting with your audience, it is important to be as personable as possible, even when you are sending out campaigns to large audiences. This can be accomplished by utilizing features such as merge fields and smart forms to address members by their name and include other personal details already known such as company name or title.
There are many programs available that can dynamically change various elements on your website in order to appeal to specific visitors, based on their past behavior or indicated interests. You’ve probably seen this method used by Amazon when they suggest recommended items based on your previous purchases and searches.
Don’t Be Boring
Another best practice is to show your audience that you’re a person too. Features such as Google authorship or employee spotlights highlight the “human side” of your company. You shouldn’t be afraid to showcase a little of your company’s personality. After all, it will help you stand out from your competitors, who are most likely sticking with the traditional, “safer” methods of B2B marketing.
In the world of B2B sales and marketing, many purchasing decisions are not made immediately. Rather, they take place only after a process involving a team of decision makers supported by multiple sources of data. Therefore, it is important to remain part of the conversation until the purchasing decision is made. By developing a relationship with these key decision makers, you ensure that your brand remains top of mind throughout this process.
By following the personalization best practices above and keeping in mind the fact that you are marketing to people not businesses, you can boost the impact of your B2B marketing campaigns.
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