The Impact of Personalization in B2B Market : One to One Experience
With the evolving modern technologies in B2B marketing, the buyers’ expectations are increasing. They want to be handy with updated information related to their interest. When they put their personal information on a website, they expect more customized information relevant to their demand. It is called personalization. Often we confuse the term with Segmentation. Both are executed by technical advancement, but personalization acts as more human in its way. Segmentation is a marketing strategy used for shortlisting the customers in respect to their priorities and interest. Personalization is leveraged by a more deep data analysis. It treats the customer as an individual by addressing them into personal level. For an instance, when email marketers send us email they starts the greeting with our name. It makes us feel more special to them, as if they identify our individual choices and purchasing patterns. Same like the B2B buyer’s expectation, the marketers incorporate personalization to facilitate one to one experience with buyers.
Email marketing is most renowned form of personalization. It is the effective way to grab the customers’ interest by sending messages or contents through email according to their choices. Sometime automated process is used crafted by software. Beginning the email with the customer’s name is the key to draw their attention instead of using “dear customer”. It strengthens the relationship with buyers. It is applicable for current customer and the prospect too. Suppose You enroll your company’s name in a e-commerce platform like Vanijyalinks, as it helps you to get B2B leads. Now you are not a premium member or paid member, though you are a prospect as per vanijya links. This ecommerce business will send you emails matching with your requirement. This way of personalization will grab your attention. If you like the experience with this B2B, you may upgrade your membership with different charges. Then you are the current customers with whom they will share their contents more personalized way. If you stop between a online transaction or changed your mind from buying, they will send you emails and ask your reason of refusing. Revamping with emails is the more tricky way to grab the customer’s attention. It accelerates the conversion of sale and builds a trust between brands and buyers.
