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Personalization & Segmentation for B2B Marketing in 2023

Written By Belfort Group

March 21, 2023

Personalization & Segmentation for B2B Marketing in 2023

In 2023, it’s essential to keep your B2B audience engaged with relevant advertising and personalized experiences. 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. For example, in digital advertising, personalization would look like incorporating custom fields in ad copy, like the user’s first name and job title. Other ways that personalization can show up in digital advertising is remarketing to users who have viewed certain items on your website with those same items they previously viewed. These same concepts, custom fields, and resurfacing subjects of interests can be incorporated in email marketing as well as push notifications. Lastly, first party data can be leveraged to create tailored landing pages for each individual user so that when the visit your website, the content is specific to them based on how they have previously interacted with your business and marketing.  

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! 

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