Even though personalization has achieved a great deal of success in the B2C arena, brands in B2B still are far behind in crafting intuitive campaigns that resonate with their user base. In 2021, brands should plan to craft more personalized B2B content strategies for better market results.
In the post-pandemic era, brands across industries have found themselves in an uncertain situation. Since most customers today conduct more research and closely follow brands, it is imperative that brands develop a more inclusive yet personalized content strategy. This will enable them to keep up with the constantly changing market needs, and to support all-digital initiatives such as account-based marketing plans.
Below are four ways that can enable brands to craft a more personalized B2B content strategy that will help them to regain customer confidence:
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- Clearly Identifying the target audience
Experts say that CMOs are often under the impression that targeted customers should be the ones whom the sales teams are trying to reach. But the customer needs are continually changing, and creating content for a varied set of groups can set up the brand for failure. Hence, sales and marketing leaders should strictly evaluate and come to terms regarding who their customers are, including target accounts and roles within buying groups.
This will enable marketing departments to prioritize where they need to concentrate their efforts. Moreover, working with departments such as customer success can help the marketing team to understand which group of people needs their attention most; from marketing post-sale, starting with cross-selling and upselling efforts.
- Rethinking about customer experience
The pandemic has drastically affected the buyers’ preference. Hence, CMOs should collect data from both first and third parties to develop their insights about what their customers are doing during their buyers’ journey. They should evaluate the customer sales cycle length, their response to campaigns, and their interactions volume across various channels and more.
Furthermore, brands should invest in getting insights about what approaches their competitors are using to reach the customers. Such stats and data will help to develop personalized content that the customers are likely to respond to.
- Creating configurable for each stage of the buying journey
Trying to develop campaigns for a diverse range is not feasible and can take up a lot of time and resources. However, by mapping common requirements, interests, and preferences, brands can ensure they can develop campaigns that can be configured to a wide range of audiences. Building such pieces of content across the buyers’ lifecycle can help to increase the probability of conversion.
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Continuously test the content process
While following the above steps, it is likely that they may not deliver the expected results. Hence, it is imperative that CMOs frequently conduct meetings with their marketing team to understand what goals they have accomplished. This will enable CMOs to get an insight into their customer behavior and will allow them to develop better strategies for their marketing team to optimize their performance.
Developing content tailored to customers’ continuously evolving needs is difficult when operating under a strict marketing budget. However, by following the above-personalized content strategy, brands can deliver exceptional content to their customers that can elevate their confidence in the brand and hopefully increase the conversion rate.
