The B2B personal buying journey is changing. The days of the ‘one-size-fits-all’ approach have come to an end. Instead, teams are focusing on creating a B2B personalized buying journey that meets the needs of each buyer on an individual basis. By understanding how the B2B buying journey is evolving, you’ll be better equipped to meet your customers’ needs and keep them coming back for more.
What is a Personalized B2B Buyer Journey?
A personalized B2B buyer journey is an approach to sales and marketing customized to provide the best experience possible for each buyer, based on their unique preferences and needs.
However, in today’s modern B2B landscape, the focus is no longer on individual buyers. Instead, the focus has moved to now serve the organization’s needs as a whole. Why? While there is usually a single individual that makes the final decision on whether to make a business purchase, that decision isn’t based on that specific person’s needs.
Instead, the goal is to convince that person that your products or services can meet the needs of their organization. So, how can you personalize your offer to meet the needs of an entire group when nearly 63% of B2B purchase decisions involve more than four people?
By adopting an account-based approach.
The account-based approach to sales and marketing focuses on the ‘whole’ buyer, not just the individual. To do this, you address an account representative responsible for making decisions on behalf of the organization. This allows you to cater your B2B offer to the needs of an entire organization, rather than just one person.
Once you’ve taken the time to develop a persona for each of your accounts, then you can start developing a B2B personalized buying journey for each account – ensuring that your accounts are receiving the best experience possible.
The Importance of Developing a B2B Personalized Buying Journey
With approximately 67% of the B2B buyer journey now being done digitally, it’s becoming imperative that you develop a B2B personalized buying journey. By losing those in-person meetings, it’s hard to build a strong enough relationship with your customers to convince them to buy from you.
The good news? Research shows that 90% of consumers indicate that personalization is appealing, with 80% saying that they are more likely to do business with an organization if they offer them a personalized experience.
Source: Epsilon
By developing a B2B personalized buying journey, you’re showing your customers that you understand their needs and that you’re committing to providing them with a customized experience. This has the potential to help you stand out from your competitors and build that much-needed relationship. You’ll also be able to provide a superior customer experience, which in turn will keep them coming back for more.
4 Ways the B2B Personalized Buying Journey is Changing
In B2B, personalization is an essential part of the buying journey. But with so many products and brands to choose from, it can be challenging for buyers to find the best fit. Even when buyers know what they’re looking for, the journey from research to purchase can feel overwhelming. The good news? The B2B personalized buying journey is evolving. Here are four ways you can transform your buyer’s journey:
1. Account-Based Experiences
An account-based experience provides a personalized experience for each account and its decision-makers. Rather than targeting the person making the final decision, the goal is to address the account representative who is making the final decision on behalf of the organization.
When developing an account-based experience, it’s essential to understand the buying journey of each of your accounts. By creating a persona for each account, you can tailor your offers, messaging, and sales tactics to the needs of the organization.
When you can provide the account representative with a personalized buying journey and the right supporting materials, they are more likely to refer you to the decision-maker and increase your chances of closing the deal.
2. Account-Based Campaign Pages
An account-based campaign page is a website or landing page designed to help the account representative provide the best possible information to the decision-maker.
This is the starting point for your account-based B2B buyer journey. The account-based campaign page allows you to tailor your offer to the account’s specific needs. This is your opportunity to provide the account representative with the right information that will help them win the deal.
3. Account-Based Email Campaigns
An account-based email campaign is an email strategy tailored to each account. An account-based email campaign aims to ensure that the account representative has the right information at the right time.
Depending on how you set up your accounts and their individual persona’s, an account-based email campaign can be customized to provide the account representative with sales updates, educational materials, or a recap of your most recent offers and specials. This gives the account representative the information they need to provide a winning recommendation to the person who’s ultimately in charge of the final purchasing decisions.
4. Personalized Content Hubs
With several options available to serve up the right content to each of your accounts, you must provide them with an easy way to access your entire content library.
A personalized content hub is a centralized location where all your educational content is housed. However, instead of simply displaying the latest articles or news from your content team, these hubs are designed to provide the account representative with a personalized experience and provide them with the most relative information first and foremost.
Source: Hushly
This allows you to provide the account representative with a centralized location to find the most relevant educational content for their needs rather than expecting them to find the right content on their own. This ensures that the right content is served to the right person with ease.
B2B Personalization Made Simple with Hushly
As the B2B buying journey continues to evolve, it’s essential that you provide a personalized experience for each of your accounts. An account-based buyer journey offers your audience the ability to provide the right information to the right person, resulting in a quick and easy sales cycle.
With Hushly, you can build an account-based experience that is made simple by providing the right information to the right account at the right time. Build your account-based buyer journey today.
Need more help building your B2B personalized buying journey? Then download your copy of the “5 Personalization Strategies that Dominate in B2B” today!
