Personalised B2B marketing - discover the benefits!
Personalisation and
segmentation can make almost any area of marketing more successful, and B2B
marketing is no different. The more you can personalise your offer and get it
across to your target audience, the better the results will be. But this does
involve some investment, for example in gathering the necessary information.
Personalisation in marketing is
about building a bond. The goal is to achieve long-term loyalty to a brand, a
company, a product. It is not only about acquiring a customer, client or partner,
but also about retaining them in the long term.
What is personalisation and
segmentation?
At first glance, the two terms may
seem similar, but they do not mean the same thing.
Segmentation is a tool for
personalisation, but it doesn't make the offer truly personal, it's just about
narrowing down the group of people you are addressing. This is done on the
basis of certain characteristics of the audience, such as demographics,
behavioural patterns, interests, etc. These are used to create segments, which
form narrower circles within the overall target audience.
In marketing, it is rarely
possible to personalise something completely, but rather to create the illusion
of personalisation, for example in newsletters by using the name of a contact,
a field of activity, an industry, etc.
How does personalisation
work?
The first step is to collect data.
This can be based on individual collection, but you can usually get richer and
more accurate data if you use company databases.
Business information providers
store a wide variety of data on a wide range of businesses, which can help us
to get an accurate picture of our target audience and personalise our offer to
them.
Personalised B2B marketing
Although segmentation and
personalisation are most often heard in the context of B2C marketing, the
method works in B2B marketing too.
When you are looking for potential
partners, it's worth gathering information about them early on that will be
useful to you later. Who are their existing partners, how many employees do
they have, what turnover do they have, etc. All of this can be a clue as to how
to approach them, what kind of offer we can make, what kind of agreement we can
hope for.
With the right data, much of the
segmentation can be done automatically, so we can categorise potential
customers and partners in no time, saving a lot of time and increasing
efficiency.
The key to success is to use good
quality data: incomplete or inaccurate data can lead to missing out on expected
results, revenue and even loss of significant amounts of money. That's why it's
important to get the information from the right source; use a business
information database with validated, up-to-date data!