B2B marketers report that the importance of personalization in their marketing will double over the next two years. Thirty-six percent (36%) told us that personalization is critical for their business today, but that percentage will rise to 78% two years from now. Why is personalization so important? Two reasons. First, buyers want and expect it. And second, personalization, when done right, delivers results. There are a variety of ways to personalize marketing.
You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product or solution. B2B marketers have an ideal opportunity to get into the C-suite by offering some big thinking and innovative ideas. Senior executives need help as they grapple with the impact of the digital, connected economy on their business models. They are hunting out new ideas and looking for guidance to what can be a fundamental rethinking of their approach to market. Read on for five useful guidelines to follow to create marketing to engage the C-suite that is both personalized and personal.
In a recent ITSMA survey on B2B Marketing Personalization, we asked marketers what impact personalization has on their key business metrics and half or more reported that personalization outperforms marketing that is not personalized. Personalization has the strongest impact on client engagement and client relationships.
ITSMA’s How Executives Engage research with buyers shows that personalization is most effective when solution providers communicate their deep understanding of the buyer’s industry and business issues.
Amid all the hype about account-based marketing, one can lose sight of the fundamental importance of customer centricity to ABM success. Most important, many ABM programs have given relatively short shrift to the importance of starting with deep customer insight for each account. Instead, they jump into campaigns targeting hundreds of accounts with a thin veneer of personalization or segmentation.