In recent months, personalisation has emerged as the most significant trend in B2B tech content marketing. Personalisation is here to stay and it is in every company’s best interest to begin considering a personalisation strategy or develop one if they haven’t yet.
Research Director at Gartner, Penny Gillespie stated,
“The foundation on which personalisation should be incorporated for business buyers is efficiency and effectiveness because business buyers are typically working under pressure and with deadlines. Personalisation would then be developed based on available customer preference settings in the digital commerce plat forms, creating or identifying merchandise affiliation, and incorporating behaviour-based learning from other customers along with specific customer knowledge and information.”
Account-based marketing (ABM) has grown in popularity and usage over the past several years. It is essentially a form of personalised marketing where an organisation takes an individual customer account – a company not an individual person – and treats it like its very own market. They then proceed to create a hyper targeted message for that company once significant research has been done as to the particular needs of that organisation.
ABM is highly influential when you consider that 78% of consumers say that personally relevant content is a determining factor in their purchasing decision. There has been a move towards more pointed and intimate conversations between businesses and their customers. This is especially important in the B2B arena because sales frequently have high potential values and a correspondingly long cycle.
Developing a way to speak directly to your clients can come in a myriad of forms, some simple and some requiring deep research and the use of software. Surveys and questionnaires are a good way to gain insight on an individual basis. Use this information to build out your CRM. Then you can develop personas for the types of professionals that are purchasing what your business is offering. Next, you’ll want to implement some sort of personalisation software such as Magento or Monetate. And finally, integrate marketing automation software with your CRM. Once you have a good feel for your target audience, you’ll want to keep an eye on their purchasing journey and offer them assistance along the way.
An amazing, though risky example of personalised marketing, comes from GumGum: an artificial intelligence company, who wanted to get the attention of T-Mobile. Through research, they found that CEO John Legere was very active on social media and gleaned from Twitter that he was a huge Batman fan.
GumGum wanted to show T-Mobile how valuable their computer vision technology could be. They decided to avoid the channel of typical outbound email and go down a more personalised path. They put together a creative team of editors, writers and illustrators to create a comic book called T-Man and Gums. When it was complete, they shipped 100 copies to T-Mobile and its agencies of record. Within hours, Legere reached out on Twitter to praise the work. And within a few days, a meeting was set.
In order to really tailor content to your audience, marketers must move beyond the silo mentality and engage with sales teams to spot any opportunities for personalised pilot projects.