With 96% of marketers believing that personalisation helps to build customer relationships and 72% of business buyers expect B2B companies to personalise communication, there is little wonder why personalisation is set to continue disrupting the digital marketing landscape. With the evolution of big data and the availability of in-depth customer information, personalisation has never been easier.
There are many great examples of personalisation in B2C marketing, from Netflix’s personalised recommendations and landing cards to Cadbury’s personalised video campaign which resulted in huge reach and engagement. Although there are generally more complex priorities in the B2B realm, this success can be replicated. Personalisation can help build relationships before the sales process has begun, by treating customers as human decision-makers, understanding their pain points and providing a targeted, dynamic experience.
Brainshark, a B2B software provider, identified gaps in user engagement, such as people not using the free product they had signed up for. To overcome these gaps, Brainshark used personalised pop-ups on their site to give helpful tips and calls to action outlining the key advantages of using their products: “See what you’re missing.” Arthur Gehring, vice president of demand generation at Brainshark, explained that engagement can increase drastically through personalisation and reported a sales pipeline growth of over $1.1 million.
Going forward, the future is only going to become more personalised. As algorithms get better at predicting behaviour and personality, advertisers can use this data to deliver a message that is 100% personalised to you and only you. Jaimie Turner, CEO of 60SecondMarketer.com, explains that “hyper-personalisation and hyper-targeting will allow brands the opportunity to help their followers feel as though the content was created with their specific interests in mind.”