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B2B Personalization: Evolve or Be Left Behind

B2B Personalization:
evolve or
be left behind

Blog Post

Business-as-usual approach could put you out of business


Jamey Gentry, Director
Marketing Communications

Back in the day, a good majority of B2B companies sold products and services face-to-face. That’s a very personal approach, but also expensive, as well as time-consuming for both the rep and the buyer. Successful businesses have learned to adapt with a mix of high-touch interactions and personalized omnichannel communication.

Listen to the marketplace 

According to recent findings by Accenture Digital and SAP Hybris, 54 percent of B2B buyers say they want a more B2C-type shopping experience, one that includes personalized recommendations across interactions. This isn’t surprising. B2B buyers at work are B2C buyers at home, using services like Amazon and Netflix. When you aren’t there face-to-face in person, be sure your print and digital touchpoints engage on a personal level.

 Recognize how B2B and B2C buyers differ 

Salesforce Research examined the differences between B2B and B2C buyers. They found B2B buyers place more importance on retargeted offers and personalized cross-channel ads, are more likely than consumers to value product recommendations and mobile apps, and actively seek to buy from the most innovative companies. Strive to be hyper-relevant to your prospects and customers, and you’ll be rewarded.

Change your approach to the buying process 

If you’ve been in sales for even just a few years, you’ve probably noticed some of these changes. Today, 70 percent of B2B purchases include at least two decision-makers. Almost 30 percent of B2B transactions include more than five decision-makers! Thanks to the internet of things and the popularity of social media, 57 percent of the buying process is done prior to engaging with the sales team, according to Schulert b2b. Making a commitment to content marketing can help ensure prospects view you as a confident and competent thought leader in your industry. Personalizing prospect campaigns will improve engagement and response, moving those companies further down your sales funnel.

Leverage emerging technologies

B2B companies are using artificial intelligence (AI) to sift through customer data and create an aggregate customer from among individuals at the same company. This allows them to predict both individual and aggregate intent, as well as identify industry trends and target companies ready for purchase. Armed with this view, marketing can plan content targeted to individuals, as well as special offers and bundles that make sense for the company as a whole.


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