B2B, Customer Experience

An Inside Look at B2B Personalization

As humans, we have gotten used to a culture where our options are presented in a personalized way. We log onto streaming services like Hulu, and our personalized suggestions are presented. Our Facebook News Feed is presented by an algorithm aimed to show posts we are most likely to be interested in. When marketers are trying to connect from business to business (B2B), they are still reaching other marketers—who are still expecting personalization. Today, we are taking an inside look at B2B personalization efforts and the role personalization plays in B2B (but still human-to-human) marketing.

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Tracking and Predictive Analytics Drive Messaging

By tracking users’ behavior on a website and using predictive analytics, businesses can show relevant content, or even send relevant content, at the right times. This ensures messaging fits within the context of wherever a user is within his or her purchasing journey. Tweaks can include headline variations, website welcomes, and content suggestions.

Enhanced Engagement through Behavioral Analysis

In B2B marketing, the right timing is one of the most important characteristics of effective marketing—especially when it comes to push tactics like e-mail marketing. Additional technology is making it easier to deliver personalized messaging at specific times. Using behavioral analysis, there are a handful of e-mail marketing tools that deliver personalized messages at the right times to push B2B consumers further into the sales funnel.

Artificial Intelligence (AI) Drives Conversations

When B2B users have questions or a business wants to reach out to them to set up a time to chat, AI bots can be used to strike up a personalized and human-like conversation. Tools like Conversica can identify which prospects are ready to purchase and when. Even though personalized messages are automated, AI allows them to appear human.

In B2B marketing, there are a number of companies that have developed technology-driven personalization tools. Take Evergage, for example. Its core focus is to provide an experience that provides a one-to-one interaction. Even for B2B marketing, marketers have to remember that they are still reaching other humans. By enhancing the personalized messaging within B2B marketing, the process becomes more effective for marketers—and more enjoyable for B2B target users.