Embrace Personalization: Why B2B Marketing Needs a Heartbeat

A hand holding a paper cut out of a heart

Table of Contents

  • Ayah
  • June 26, 2024

Everywhere you look, brands are diving headfirst into personalization. From those eerily accurate ads on your social media feed to the friendly barista who greets you by name and memorizes your favorite drink, people love these personalized touches. Personalization isn’t a new trend, but with today’s technology, it’s appearing in more places and more inventive ways than ever before.

In the old days of marketing, it was all about logic, data, and statistics. But as times change and consumer expectations evolve, it’s becoming clear that B2B marketing needs more than just cold, hard numbers—it needs a heartbeat and a human touch.

To win your audience’s hearts, incorporate personalization into your marketing efforts to ignite interest and rake in conversions. But before you go all in, let’s make sure you understand personalization and how it can take your business to the next level.

 

Spicing Up Marketing: The Power of Personalization

B2B e-marketing uses digital strategies to reach other businesses. It includes email marketing, social networks, and online advertising. Personalization in B2B marketing goes beyond using someone’s name in an email. It’s about understanding the people you’re working with – their skills, goals, and professional journey.

With tools like data analytics, artificial intelligence, and machine learning, B2B marketers can create experiences that speak directly to each person’s unique needs. This helps build stronger connections and can lead to better matches between candidates and positions.

Many B2B marketers use a framework known as the 4Ds of personalization. This approach helps businesses organize their personalization efforts and ensure they’re covering all the important bases.

  • Data: Collect information about your customers. This includes their job titles, industry, company size, and past interactions with your business. The more you know, the better you can tailor your message.
  • Decision: Choose how to use this data. Decide which segments of your audience to target and what kind of content to create for each group. This step helps you make the most of your resources.
  • Design: Create personalized content based on your decisions. This could be customized email templates, targeted paid socials, or personalized landing pages on your website.
  • Distribution: Send the right message to the right person at the right time. Use your data to determine the best channels and times to reach each segment of your audience.

 

Read More: Let’s Get Personal! The Power of Personalization in B2B Marketing

Here are various ways you can apply personalization in your marketing strategy.

 

Customized Emails

Do your emails seem to disappear in your audience’s inboxes? It’s simple: Personalization equals attention. Personalized subject lines for email campaigns are 26 percent more likely to be opened and can boost your sales by up to 20 percent.¹ This shows that email personalization is a major driver of revenue growth.

The effectiveness of segmented campaigns lies in their ability to deliver highly relevant, personalized content to targeted audiences. For example, you can create segmented campaigns tailored to different skill sets, such as software development, data analysis, or cybersecurity. You can also categorize candidates based on industry experience, skill sets, or geographic location.

When recipients receive messages that address their specific needs, preferences, or pain points, they are more likely to engage with the content and take desired actions.

Read More: The Rise of Hypersegmentation: Crafting Tailored Experiences in Staffing

 

Social Media Marketing (SMM)

SMM promotes your brand and services online to reach and engage your target audience. This could include posting engaging posts, sharing informative articles, or running targeted advertising campaigns.

After you start using social networks for marketing, it’s important to keep an eye on how well it’s working. This means checking things such as:

  • how many people are interacting with your posts
  • how far your posts are reaching
  • how many people are visiting your website
  • how many of those people are turning into candidates or clients

 

Once you have this information, you can adjust your strategy, improve your content, and use what you’ve learned to keep improving your SMM.

 

Marketing Based on Location

Using geotargeting to reach potential candidates based on their current location is an effective way to connect with them right where they are. For example, you have a client looking to fill positions in a specific region, such as a new branch office in a particular city.

Using location-based marketing, you can target job seekers in that area with job postings tailored to their location. You might send out targeted emails or paid socials to candidates living nearby, showing them the convenience of the location and the exciting career opportunities available.

 

Why Settle for the Same Old? Let’s Make Your Marketing Personalized

Personalizing your marketing is important because it’s what people expect. In fact, in one McKinsey study, 71 percent of consumers want companies to provide personalized interactions. And when this doesn’t happen, 76 percent of them get frustrated.²

It’s like when you’re expecting a custom-made cake, but you end up with a store-bought one instead. It’s just not the same, right? So, to stand out in a sea of ads — around 1,700 each month for the average person — your message needs to be more relevant, not just louder.

On average, people see over 1,700 banner ads each month but only notice about half of them.³ That’s why your message needs to stand out by being more relevant, not just louder.

Read More: X-Ray Vision for B2B Marketers: See Through Your Ideal Audience!

Here’s how personalized marketing strategies can benefit your business:

 

Builds relationships, not just transactions.

In B2B marketing the focus lies in building long-term relationships. Personalization helps marketers do this by giving prospects and clients content and solutions that matter to them right when they need it.

From providing personalized job recommendations to sending specific follow-up messages and delivering career advice, personalization helps staffing agencies establish themselves as trusted partners in their career or recruitment journeys.

Take HubSpot’s “Make My Persona” campaign. By allowing businesses to create customized buyer personas, HubSpot showcased their product and helped potential clients better understand their own customers. This interactive, personalized approach fostered a sense of partnership, positioning them as a valuable resource rather than just another service provider.

 

Boost your revenue with targeted approaches.

Marketers who use personalization have seen an increase in ROI by 10 to 30 percent.⁴ This is because when marketers personalize their campaigns, they’re customizing their messages and offers to fit each person’s interests and needs.

Instead of using a one-size-fits-all strategy, tailor your efforts to specific audience segments. For instance, try segmenting your email list based on:

  • Industry
  • Company size
  • Past interactions with your business
  • Candidates (for recruitment or hiring purposes)

 

Then, create customized content for each segments such as whitepapers, webinars, eBooks, job postings, or career guides. This enables you to meet the unique needs and pain points of different groups, enhancing your marketing and potentially boosting your revenue.

 

Better customer experience.

Using personalization strategies makes candidates and clients feel seen, heard, and understood. Spotify’s “Wrapped for Advertisers” campaign is a prime example of this. They adapted their popular consumer-facing “Wrapped” feature for B2B advertisers. This provided their business clients with valuable, personalized insights about their target audiences.

The result? It improved the advertisers’ experience with Spotify and gave them actionable data to enhance their own marketing strategies. This approach could translate to offering personalized job recommendations or tailored candidate matches based on a company’s unique hiring needs and culture.

When you prioritize personalized interactions like this, you make the customer journey more enjoyable and establish trust and loyalty. For staffing firms, this could mean remembering a client’s preferred communication style or a candidate’s career goals, creating a more efficient and satisfying experience for all parties involved.

 

SHAPE PERSONALIZED EXPERIENCES AT EVERY STAGE WITH ALLIED INSIGHT

Let’s kick your marketing up a notch by diving deep and getting personal with your audience! Think of it like connecting with your best friend—understanding their quirks, likes, and dislikes. With Allied Insight on your team, we’ll turn your marketing into a party where everyone feels like a VIP.

So, are you in? Shoot us a message today, and we’ll transform the way we engage, inspire, and build lasting relationships!

 

References

  1. “An Expert Guide to Email Personalization.” AMA Marketing News, 2024, www.ama.org/marketing-news/email-personalization-strategies/.
  2. “The Value of Getting Personalization Right–or Wrong–Is Multiplying.” McKinsey & Company, 12 Nov. 2021, www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying.
  3. “The Modern Debate: Employee Advocacy or Paid Advertising?” EveryoneSocial, everyonesocial.com/employee-advocacy-or-paid-ads/.
  4. “What is Personalization?” McKinsey & Company, 30 May 2023, www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization.

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