You may have an excellent product and the ideal sales pitch, but none of that matters unless you have leads who are interested in purchasing what you’re offering. Finding new and promising leads is a never-ending challenge for B2B marketers. Content personalization is one of the hottest marketing trends to emerge in recent years, and it may provide them with a way out of the lead generation wilderness.
B2B sales have historically relied heavily on content marketing, and personalization can be incredibly effective at capturing attention and establishing genuine connections. This is not a point of contention among marketers: 90% believe that personalization is critical to their businesses remaining profitable. 60% believe that marketing personalization is critical for improving lead quality. Historically, personalization has been viewed as something that sales should implement once they begin engaging with potential customers. However, personalized appeals can also assist businesses in identifying the most qualified leads and attracting them to the sales funnel in the first place.
While it’s easy to argue in favor of content personalization, figuring out how to implement it effectively is another story. Let’s take a closer look at the concept by examining how content personalization works in a B2B context, specifically for lead generation.
What is Personalization of Content?
Since ancient times, when marketers discovered that emails with the recipient’s name in the subject line received a higher open rate, content personalization has evolved through several stages. However, when it comes down to it, great data results in great personalization. The majority of personalization efforts will leverage customer data to create entirely new experiences tailored to the target’s interests, concerns, and desires. The purpose of these journeys is to add value to the customer, to foster trust, and to increase the likelihood of conversion (hopefully).
What are the advantages of B2B content personalization?
The widespread acceptance and adoption of content personalization in marketing demonstrate that it provides tangible and measurable benefits. Personalized experiences demonstrate to your customers that you understand their needs and are willing to take the time to address them personally. The “personal touch” increases their engagement and elicits positive emotions, resulting in the following beneficial outcomes:
- Conversion rate optimization
- Enhancing the reputation and authority of your brand
- Increased engagement with the remaining content in your marketing campaign
By targeting customers with personalized content based on their current stage of the buyer journey, you can glean information about their future purchasing intent based on their interactions with the content. This approach can be applied to your initial contacts at the top of the sales funnel, enabling you to make reliable inferences about lead quality at an early stage.