This time it’s personal – and that’s a must

Account-Based Marketing / Account Cultivation and Growth / 4th April 2023 / By James Mollard

The gap between the demands of B2C and B2B customers has been closing for some time now, making it increasingly important for B2B marketers to follow their B2C counterparts and take a more human, personalised approach.

Recent research shows that the dial has shifted considerably further in the personalisation stakes. Now two-thirds (66%) of B2B buyers expect the same or better personalisation at work compared to in their personal lives, according to the recent report Personalisation at Scale.

Of course, every B2B buyer is also a consumer, and the study shows that the contrast in demand for personalisation between the two personas spans the entire customer journey. At every stage, a far higher proportion of B2B buyers than consumers expect personalised content.

A customer is for life

The level of demand rises from the start of the journey, with 57% of B2B buyers wanting personalised content to help them discover a company’s products or services. That compares to only 22% of consumers.

This increases to 59% for B2B buyers at the research stage, rises again during purchase. The demand for personalisation peaks when the buyer becomes a customer and starts using the product or service. It then drops off slightly, with 68% of customers looking for personalisation when seeking help with a product or service, increasing again to 71% during ongoing customer engagement.

What will potentially shock B2B marketers here is customers expect to be engaged beyond the point of purchase, demanding help using the product and also across its lifespan. And not just with any old messages, but ones that address their specific wants and needs.

Paying dividends

Sounds like hard work. And it is. But not without its rewards, according to the study. Two-thirds of global decision-makers responsible for implementing personalisation say they have exceeded targets and expectations for revenue (68%), customer experience (67%) and conversion rates (67%).

Translating that into sales, a travel and hospitality director reported that “personalisation over the course of 18 months led to an additional

$46 million in top-line revenue per campaign, an increase credited to higher conversion from personalisation”. Meanwhile, the director of a financial services firm revealed that personalisation had driven a 40% reduction in calls and a corresponding increase in the company’s customer experience score.

This indicates that, when carried out effectively, delivering a personalised experience to buyers and customers delivers strong results and a high return on investment. Of course, the key word here is ‘effectively’. The big question being: how can this be achieved?

Account-based approach

Delivering personalised content that guides a buyer across the purchase journey and beyond is no easy task. It requires in-depth knowledge of a customers’ wants and needs, and then the strategic and creative expertise to design and develop a content engagement programme.

Essentially, it requires an account-based approach that forensically researches and engages key stakeholders in a target business through a highly personalised strategy to raise awareness of a product or service, and open doors for the sales team. The programme then provides support for the sales process, helping guide a buyer to purchase, and continues engagement through the customer success phase by delivering a consistent, personalised and inspiring account-based experience.

With account-based marketing shown to deliver at least a 10% return on investment for 75% of campaigns, and over 200% in 20% of cases by the 2022 State of ABM Report, it makes sense to bring in an experienced partner if you lack the in-house expertise and resources. It will deliver the personalisation that B2B buyers are now craving more than ever, build and consolidate your customer relationships and, more importantly, drive growth.

Key Takeaways:

At every stage of the customer journey, a far higher proportion of B2B buyers than consumers expect personalised content.

When carried out effectively, delivering a personalised experience to buyers and customers delivers strong results and a high return on investment.

Two-thirds of global decision-makers responsible for implementing personalisation say they have exceeded targets and expectations for revenue (68%), customer experience (67%) and conversion rates (67%).

Delivering effective personalisation demands an account-based approach that forensically researches and engages key stakeholders in a target business through a highly personalised strategy.

The programme provides support for the sales process, helping guide a buyer to purchase, and continues engagement through the customer success phase by delivering a consistent, personalised and inspiring account-based experience.

At JPC, we’ll help you raise your gaze above the sales and marketing parapet, explode the silos and head towards an altogether more holistic company-wide account-based approach. Get in touch if you would like to know more.