Personalization and segmentation for B2B marketing are essential strategies in 2023 for delivering relevant experiences and improving customer engagement. This is something that marketers have implemented for B2C marketing for years, and it’s time that these same tactics were harnessed in the B2B space as well. Increasing personalization in marketing efforts results in improved engagement, and even further down the funnel, higher lead volume and conversion rates. However, according to a survey by SuperOffice, 46% of B2B businesses do not use CRM to personalize their customer experience, and 25% don’t use personalization at all. The data shows that personalization is severely underutilized by these types of businesses, and that there is significant opportunity to leverage first party data to improve the customer and reduce customer turnover.
Here are a few ways that B2B businesses can implement segmentation & personalization in their marketing efforts in 2023:
Use segmentation to create tailored experiences through marketing. Leverage your business’s first party data, through your website and CRM (customer relationship management) lists, to segment your audiences and create tailored experiences through digital advertising, email marketing, and more. From an advertising perspective, rather than simply running generic, brand-level ads to your customers, serve ads that are unique to their behaviors and interests based on your customer data and how they have interacted with your business. Similarly, you can segment your email marketing lists and provide relevant content based on your customer’s interests. Lastly, incorporating custom landing pages into your marketing for segmented audiences is a way to ensure that users are engaging with content that is relevant to their interests.
Personalization, while similar, engages with customers differently – providing an experience that is completely unique to each user. In digital advertising, personalization can include custom fields in ad copy. Examples are using the user’s first name and job title. Remarketing is another personalization tactic. It allows businesses to show ads featuring items users previously viewed on their website. These strategies keep messaging relevant and engaging.
Personalization also works in email marketing and push notifications. Businesses can use custom fields to address users by name and tailor messaging to their interests. Resurfacing topics or products a user has interacted with can improve engagement.
First-party data enables even deeper personalization. Businesses can use this data to build tailored landing pages for individual users. When users visit the site, the content reflects their past interactions and interests.
Incorporating these strategies into your marketing can help convert leads and improve customer retention. Need help vamping up your marketing strategy? Our team of experts are here to help. Reach out to us at connect@thebelfortgroup.com to get in touch today!