Companies still struggle to meaningfully combine data and technology, thus missing out on huge 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 a consumer who bases his purchase on an impulse, but rather to buyers bound by complex priorities and obligations that require careful analysis.
Why Personalize B2B Content
Given these premises, one might ask whether content personalization is so necessary in B2B. The experts' answer is a resounding yes.
B2B Buyers Data
Accenture, a global leader in digital professional services, conducted list of telegram users in denmarkresearch on the importance of digital channels for B2B sales.
It emerged that B2B Buyers are increasingly relying on digital channels to make purchases after careful online research, and are therefore relying less and less on traditional sales channels. About 79% of revenues now come from digital and 98% do more than one online search before 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 in terms of content personalization.
The Importance of Personalized Content
When asked what more should companies offer to attract your interest, 54% of shoppers surveyed ranked personalization second (after price and product/service transparency) among factors that influence purchases.
Building relationships even before the sales process begins translates into an increase in quality contacts 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 had greater control over the purchasing process, increasingly changing the role of the salesperson, consequently a personalized customer experience is becoming a must-have also in B2B.
