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6 Truths B2B Marketers Must Know About Personalization

B2B Personalization Truths: Hand selecting personalized option

You’re a serious B2B marketer. You’ve seen the stats. You know the score. B2B customers expect personalized experiences to help them find the products and services that meet their needs. And personalization can help you drive more leads. Which is good, because “drive more leads” is what you keep hearing from your sales leaders and senior execs, especially now when your sales teams are stuck in WFH mode. As “face-to-face” has become “shelter in place,” there’s more pressure than ever for your website to drive the leads in-person events once did. 

But some critics are saying personalization is dead. And lots of companies have attempted to use personalization without seeing results. How can all of these things be true at the same time? There’s a surprisingly simple answer: 

Most personalization platforms weren’t built for B2B buyers

These platforms are excellent at helping you understand more about Alice and Bob, a married couple with 2.5 kids and a puppy who drive a crossover SUV and like to go camping. But none of those consumer attributes have any effect on Alice or Bob’s buying behaviors as execs at their respective companies. 

The mismatch between consumer-centered personalization platforms and the needs of B2B buyers represents just one of the six personalization truths every B2B marketer needs to know outlined in our latest ebook, called simply enough, “The Six Personalization Truths Every B2B Marketer Needs to Know.” 

Other truths about B2B marketing that you need to know include:

  • The key reasons your site visitors expect personalization — and how those expectations influence your technology platform needs
  • The surprising connection between site search and personalized experiences — and why most companies fall short at making that connection deliver results
  • The increasing likelihood that shifting regulations and actions by technology giants like Google, Apple, and Microsoft only make it harder to close the personalization gap for B2B marketers 
  • And the plain truth that the ability to close the gap using artificial intelligence and machine learning exists today — and can work for your company more easily than you think. 

Of course, there’s one more truth that you already know: you’re facing increasing pressures from your customers and your company’s senior executives to solve their problems and deliver results. Sales wants more leads. Your customers want more relevant information. And you want to drive more revenues for your business. How can you meet all these goals? The solution may be easier than you think. 

Are you interested in learning more about how you can put personalization to work for your business? Check out the new SoloSegment ebook “The Six Personalization Truths Every B2B Marketer Needs to Know” today. And learn how you can use personalization to support B2B buyers — and your business — more easily and more effectively than you ever thought possible. Just click here to check out the ebook. And learn the solutions that can help you improve your customer experience — and business results — today.

Author

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    Tim Peter is the Senior Advisor at SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment uses machine learning and natural language processing to improve engagement and conversion for large enterprise, B2B companies. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.