Personalization has become vital for a brand’s digital presence and interaction with its prospects and customers. Hence, brands need to continuously identify and evaluate the aspects of improving their content.
Surviving in today’s competitive B2B marketplace, especially one driven by experience is not easy. To sustain and potentially thrive in this fluctuating marketing ecosystem, brands need to deliver lasting and meaningful experiences that will set them apart from the competition. It becomes even more critical considering customer expectations are at an all-time high in the post-pandemic world, and the quality and availability of digital offerings have a significant impact on their overall customer satisfaction. Now, personalization has become a necessity and not just a factor that brands can overlook.
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For B2B brands, it is essential to have their presence across various platforms, show up in real-time and personalize their messages at scale. However, the constant evolution of the digital environment is making it difficult for them to advance their personalization initiatives. Many brands struggle with the growing number and complexity of assets needed to fulfill the delivery of content. This further increases the pressure on content teams that have been already stretched since the pandemic. In fact, as per Forrester’s 2021 “Poor Content Execution is Sinking Marketers’ Grand CX and Brand Visions” paper commissioned by Sitecore revealed that only 28% of decision-makers stated that their organizations have the capability to deliver the content that their customers require.
Given the importance that brands play in fulfilling the needs of their customers, it is crucial that CMOs rethink their present strategies and reevaluate their areas of delivering content. Here are four ways that brands can improve their content:
- Collaboration amongst internal stakeholders
In most organizations, IT and Marketing Leaders are responsible for the complex process of developing and deploying content. However, the department taking charge of the process can differ from one organization to another. This leads to departments working in silos giving rise to a siloed asset management system.
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Since assets are shared commonly across multiple departments and accessed by users with varying degrees of expertise, getting a comprehensive list of assets becomes harder, leading to difficulty during the collaboration process. To tackle this, both IT and marketing decision-makers should work together to create, access, and deliver an optimal customer experience. Respective leaders of both departments should strive to bridge the gap between them while leveraging technology that supports collaboration.
Considering investing in DAM
The growing range of digital assets not only makes it difficult for brands to manage them but also results in assets that fail to adhere to the brand, style guidelines, and tone-of-voice while developing content and assets. Such assets can be detrimental when released into or incorporated into multi-channel strategies and can significantly hamper personalization initiatives. One solution that brands should consider is utilizing DAM (Digital Asset Management).
This will help brands to not only can unify their content and assets to serve multiple channels but also enable them to fuel their dynamic experiences. This will ultimately enable brands to achieve their personalization at scale while delivering a seamless, omnichannel customer journey.
To utilize technology to its full extent, B2B teams and partners should be empowered to manage change, communications, and up skill – to bring about success. Organizations, agencies, and stakeholders should embrace embedded ways of working together for maximizing the efficiencies and benefits that technology can bring to deliver desired personalization.
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